Social Media Usage Statistics by Age
Given the increasing number of social media users year after year, there’s no question that it should form part of every business’s growth strategy.
But before jumping into creating a social media marketing strategy, it’s important to understand the demographics, starting with the amount of social media usage by age.
What age group uses social media the most?
|
Age group |
Number of social media users in the US |
|---|---|
|
Gen Z (12–27) |
60.7 million |
|
Millennials (28-43) |
68.8 million |
|
Gen X (44–59) |
51.2 million |
|
Baby boomers (60–78) |
36.4 million |
According to recent research studying social media usage statistics by age, as of 2024, US adults from 28 to 43 are the biggest users of social media. These are people belonging to the millennial generation, which the study defines as those born between 1981 and 1996. With 68.8 million millennials using social media, they make up nearly one out of every three (30.3%) social media users in the US.
This is followed by Generation Z, or those aged between 12 and 27 in 2024. This group accounts for about 60.7 million social media users, or just under a quarter (24.6%) of the US total. Despite projections of increased usage, Gen Z's share is expected to remain below that of millennials, who are anticipated to retain their status as the largest cohort of US social media users until at least 2027.
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There are 51.2 million Generation X social media users, or those aged 44 to 59 in 2024. This is the third-largest group and they make up 22.6% of all active social media users. This is followed by baby boomers. There are 36.4 million users in the 60 to 78 age range, which is around 16.1% of US social media users.
Social media usage statistics by age: top platforms according to age group
Having this data on what age group uses social media the most isn’t enough. It also helps to know just what networks these different age groups are active on.
Social media usage by age: 18 to 29
|
Most-used platforms among users aged 18 to 29 |
|
|---|---|
|
Social network |
Percentage of US adults who say they use the social network |
|
YouTube |
93% |
|
|
78% |
|
|
67% |
|
Snapchat |
65% |
|
TikTok |
62% |
Recent statistics on social media usage by age show that nearly all (93%) of US adults aged 18 to 29 use the video-sharing platform YouTube. Instagram follows at 78%, and Facebook, the so-called "king of social media," captures the interest of 67%, positioning it above Snapchat's 65%. TikTok rounds out the top five, with 62% of young adults in the US utilizing the ByteDance-owned platform.
Social media usage by age: 30 to 49
|
Most-used platforms among users aged 30 to 49 |
|
|---|---|
|
Social network |
Percentage of US adults who say they use the social network |
|
YouTube |
92% |
|
|
75% |
|
|
59% |
|
|
40% |
|
|
40% |
The analysis of social media usage by age shows YouTube remains the top choice for adults in the 30 to 49 age group, attracting 92% of users. Facebook and Instagram are next, with respective usage rates of 75% and 59%. Pinterest and LinkedIn are tied, each with 40% usage among this group.
Social media usage by age: 50 to 64
|
Most-used platforms among users aged 50 to 64 |
|
|---|---|
|
Social network |
Percentage of US adults who say they use the social network |
|
YouTube |
83% |
|
|
69% |
|
|
35% |
|
|
33% |
|
|
31% |
The preferences of this age group mirror those of the younger cohort, with the exception of Pinterest slightly leading over LinkedIn—33% versus 31%.
Social media usage by age: 65+
|
Most-used platforms among users aged 65+ |
|
|---|---|
|
Social network |
Percentage of US adults who say they use the social network |
|
YouTube |
60% |
|
|
58% |
|
|
21% |
|
|
16% |
|
|
15% |
Among seniors, YouTube and Facebook remain popular, though usage rates dip to 60% for YouTube and 58% for Facebook. Pinterest secures third place with 21%, while WhatsApp and Instagram are used by approximately 15% each.