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In our latest study, Seven Letter Insight explored opinion influencers’ daily social media usage patterns – and we found that Democrats use social media more often than Republicans and Independents do.
But how does social media usage change when broken down by generation?
A new survey by YouGov of more than 4,200 U.S. adults in April 2024 studied the social media habits and preferences of five different generations: Gen Z (1997-2006), Millennials (1981-1996), Gen X (1965-1980), Baby Boomers (1946-1964), and the Silent Generation (Pre-1945).
What they found: When asked about their social media habits, Gen Z acknowledges their social media use is increasing – 62% said they spend more time on apps like Instagram and Snapchat now than they did a year ago, compared to just 44% of the general population. And though nearly three-quarters of Gen Z worry about how long they spend on social media, the majority (54%) agreed that social media changes their lives for the better. Just 37% of the general population agreed.
Clearly, corporations are trying to capitalize on Gen Z’s affinity for and engagement with social media with smart influencer content. Nearly half of Gen Z (48%) said they trust products recommended by celebrities or influencers. That’s 2.5x more likely than Gen X (19%), 8x more likely than Baby Boomers (6%) and a whopping 16x more likely than the Silent Generation (3%).
This relatively high trust in public figures could stem in part from younger generations’ preference to socially interact online rather than in-person. Majorities of Gen X, Boomers, and especially the Silent Generation favored in-person interactions over those on social media – just 38% of Gen X, 26% of Boomers, and a mere 17% of the Silent Generation preferred social media interaction. In contrast, 54% of Gen Z and, surprisingly, 52% of Millennials, chose connecting on social media instead of in-person.
Read the full YouGov report here: https://business.yougov.com/content/49739-us-social-media-landscape-report-2024?utm_medium=email&utm_source=blast&utm_campaign=EM-2024-07-US-Social-Media-Report&mkt_tok=NDY0LVZISC05ODgAAAGUN6NWXxZgH9twsoTVVX7jDiQz8eg-EV_q_Bmou7bJEyI0HTbH06wsGV8N5KfNUDs_roTfbGoYFMldy8ScEt9_iKNxvSbAt8cLWLpThYeVMZOoqrQ
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