[Infographic] The Social Media Usage and Habits of Each Generation

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If you haven’t adopted a social media marketing strategy, then you’re denying your business a much-needed advancement. With technological progress moving at an unprecedented pace, it’s only a matter of time before most, if not all, business strategies turn to digital.


One of the ways social media can be useful to your company is through marketing and promotions. With 3.196 billion social media users around the world, digital marketing is now perhaps the best way to connect with your target audience. It can continuously affect or influence your customers’ interaction with your brand and other businesses.


Whether you have an in-house team or prefer outsourcing, having a marketing group that understands the implications of social media will help you plan out a strategy that can be relatable to your target market’s age. Align your social media content and strategies with your audience’s social media habits, but understand first who is on social today and how they are using it.


In this infographic, you will know the social media behavior and habits of each generation, which you can use as your guide when crafting targeted social media content and messages.


infographic-The Social Media Usage and Habits of Each Generation


General Social Media Statistics

As mentioned, there are now 3.196 billion people on social media, equating to a 42% penetration rate. Facebook still reigns supreme this 2018 so far, with a penetration rate of 60.6% among users; trailing behind are Instagram at 37.4% and Snapchat at 30.9%


In addition, a Sprout Social survey found that Facebook is the preferred site for 43% of its respondents, which consists of people from generations of Baby Boomers to the current Gen Z.


There are now around 2 billion monthly active users on Facebook, and other platforms are also seeing all-time-high numbers in terms of total active users. Instagram is experiencing the fastest growth with a 13.1% increase in global users this 2018, and currently has 106.17 million total users.


The common denominator of the said sites or apps is their photo, video, and live content features that make them an all-in-one platform. Facebook, Instagram, and Snapchat are also heavily mobile-based. And speaking of mobile, 2.56 billion people are found to be using their smartphone or tablet in accessing social networks, and that accounts for 69% of their social media time.


Baby Boomers

You’d be surprised to know that Baby Boomers are more active on Facebook than Gen Xers or millennials. In the 27 hours that they spend online in a week, it was found that more than 11 hours are dedicated to Facebook. Among the social networks prevalent today, Facebook technically is also the oldest, a lot like the Baby Boomer generation.


The young ones have since become experts on using Facebook while the Baby Boomers are just starting to keep up, armed with their “can-do” attitude. Many of the early users of the platform have since moved on to other networks.

Strategic Application: The sheer number of users from this generation is enough motivation not to leave them out when devising your social media strategy, although they are more likely to observe than interact with a brand on Facebook. Apart from Facebook, 95% of Boomers prefer email, so you can also boost your email marketing to target them, as well.


Generation X

Gen Xers have a surprisingly strong presence on social media with 80% having Facebook and Twitter accounts. In fact, it was found that they spend more time on social media than their young, millennial counterparts.


The time they spend online (often around 8pm–12am) is likely used to research about products or services they intend to purchase, as 68% of Gen Xers are found to make decisions based on online reviews. And they have the capacity to purchase—reportedly having a $200 billion annual buying power and the second biggest disposable income after Baby Boomers.


Strategic Application: Gen Xers have also been found to share content more often. Make sure to update your social media accounts regularly so it can address their needs in whatever time of the day they decide to go online. Ensure a positive online image, too, as they are twice likely to unfollow a brand that stood for something offensive or in opposition to this generation’s personal beliefs.


Millennials / Generation Y

Millennials are still the most influential group on social media, with 70% of them using Facebook and 63% using YouTube. They are also known for being more likely to jump to the next big social network.


For instance, Statista found that the two largest age groups in Snapchat are 18–24 (78%) and 25–34 (60%), both of which are the age range of millennials for 2018. Immersing in different social networks allow them to learn something new.


Being tech-savvy, it is expected that they are twice as likely to use social to reach out to a business compared to other generations. However, much like Baby Boomers, they prefer that brands reach them via email.


Strategic Application: Keep your Facebook and email marketing strategies robust when dealing with millennials. In addition, make sure that your brand reviews are good enough for them to build a relationship with you.


Generation Z

The future of social media perhaps also has the shortest attention span of the generations, averaging only around 8 seconds. Despite this, Gen Z is believed to be more aware and observant about what’s going on around them and how they affect the world they live in.


Strategic Application: With this in mind, if you want to target the Gen Z, keep things concise but still relevant and authentic. Something visual like a video content that’s intended to empower and motivate will work best, as you have limited time to catch their attention.


Use Instagram as your main platform, as they prefer it over Facebook and Snapchat. When creating ads, you may also consider using real people rather than celebrities.



Social media is an effective way to reach your audience at a low cost and with measurable results. But it would only work for your business if you fully understand your market and you can base your brand’s activity and content to reflect your audience’s. Stick with posting relevant and fascinating content to retain your reach and engagement with your prospects.


Keep in mind, as well, that social media is considered a customer service platform, and they expect prompt answers to queries. Use it as a customer service tool and give a good social media experience to your clients so you can expect an increase in engagement.


Another good thing to note is the rise of mobile—more people are now accessing social media through mobile devices that desktop’s web traffic share has decreased by 3%. Therefore, you should start optimizing your social media campaigns and posts for mobile.


Details like image size, design ratio, number of characters, device dimensions, and CTAs make a world of difference when creating effective social media content, more so when you’re trying to capture a particular audience’s interest.


Working with a team that understands both your business and the market’s needs will make your brand’s social media campaigns come to life in the most efficient manner. Upgrade your strategy with outsource copywriting, graphic design services, and multimedia animation from MicroCreatives today!