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About
US Social Network Usage by Generation
Gen Z and Millennials Are Focal Cohorts for Marketers
Report Snapshot
Gen Z’s social media usage will outpace that of other generations over the next five years, and its social media habits are both a response to and a rejection of the standards set by generations before them. Meanwhile, millennials’ spending power and size make them a key group to target.
Key Question: How do social media habits differ across generations in 2023 and beyond?
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KEY STAT: We predict that Gen Z will see the fastest rate of social network user growth—nearly a 4% compound annual growth rate (CAGR) from 2023 to 2027—while other generations will either increase more slowly or decrease.
authors
Paola Flores-Marquez
Contributors
- Eleni Digalaki
- Principal Analyst
- Chris Keating
- Director, Research
- Natalie McGranahan
- Senior Researcher and Taxonomy Manager
- David Morris
- Principal Analyst
- Peter Newman
- Senior Forecasting Analyst
- Christina Obolenskaya
- Associate Analyst, Executive Interviews
- Jennifer Pearson
- VP, Research
- Debra Aho Williamson
- Principal Analyst
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