Chart of the Day: Social media across generations

US adults spend most social media time on Facebook—but not Gen Z [Insider Intelligence]( [Chart of the Day]( of the Day]( Charts. News. Analysis AUGUST 15, 2024 [US adults spend most social media time on Facebook—but not Gen Z]( [US adults spend most social media time on Facebook—but not Gen Z]( Key stat: US adults spend more time on [Facebook]( (20 minutes) than any other platform, followed by [TikTok]( (18 minutes), per our June 2024 forecast. Beyond the chart: - US adults ages 18 to 24 will spend more than twice as much time this year on Instagram, [Snapchat]( and [TikTok]( as the total population, according to our June 2024 forecast. - About nine in 10 (87.9%) [Gen Zers]( use [social media]( compared with 53.9% of baby boomers, per our forecast. - TikTok and Instagram use have both reached saturation among Gen Zers—72.1% of Gen Z is now on TikTok and 72.5% use Instagram, per EMARKETER. Gen Z will outnumber [millennials]( on Instagram by 2025. Use this chart: - Demonstrate how different generations use social media platforms. - Tailor social media campaigns to target certain demographics. - Evaluate how to allocate ad dollars across social media platforms. [Read online]( More like this: - [Facebook, TikTok see growth among niche groups, but the core user base remains stable]( - [Social network users are increasing their use of Reddit more than any other channel]( - [Digital media makes up nearly two-thirds of consumers’ total time spent with media]( - [TikTok can’t count on Gen Z for big gains in time spent anymore]( More Chart of the Day: - 8/14 - [Much ado about AI]( - 8/13 - [Digital media darling]( - 8/12 - [Who actually likes cookies?]( - 8/9 - [GenAI use around the world]( - 8/8 - [Gamers spend real coins]( EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more, that our clients utilize to add credibility to their strategy presentations and demand generation messaging. See more [charts](. Was this email forwarded to you? Sign up [here](. Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](