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  • Writer's pictureSanne Butterfield

Social Media: the Generational Divide

Updated: Mar 29, 2023

Who uses what social media platform in 2023? Here is a quick overview of the different generations and their social media usage. ➡️ Baby Boomers: 1946 – 1964: 82% of Boomers who use the internet also have at least one social media account. This generation has embraced social media for communication and research. Their platforms of choice are Facebook and LinkedIn which neatly split their work and personal lives. Baby Boomers are less likely to use other social media platforms like Twitter and Instagram. They are also less likely to have multiple social media profiles.

➡️ Generation X: 1965 – 1979: Gen X does not like to broadcast their personal life, in fact, only 24 percent have actually shared on social media. Similar to baby boomers, they like to spend time connecting with friends and searching for information. Generation X values their independence and likes to do their research before making purchases with 68 percent making their buying decisions based on online reviews. They are also avid multitaskers and use regularly switch between multiple devices (computer, tablets, and mobile). Their favourite social medium is Facebook.

➡️ Millennials: 1980 – 1995: They were the first generation to access social media and adopt it as their main form of communication. They also began using social media while still in school. Because of this early adoption, social media is relevant to both their personal and professional lives. Facebook is still the most popular platform among millennials, but Instagram is a very close second with most Millennials using multiple social media platforms multiple times a day.

➡️ Gen Z: 1996 onwards: This generation is more likely to turn to YouTube on their mobile device than the television. They are truly tethered to their mobile devices and social media with 44 percent checking their social profiles at least hourly. Unlike Millennials who love to post publicly, Gen Z prefers direct and timebound social sharing like Instagram stories and Snapchat. With an average attention span of 8 seconds brands need to be eye chatting and quick to capture this generation’s attention.


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