Do You Know Where to Find Your Audience Online?

Your social media marketing plan will change depending on who your target demographic is. Where can you find people from various generations on social media?

The number of monthly active users on various social media platforms is consistent. The 18 to 29 age group makes up the majority of social media users.

TikTok users are significantly younger than other social media users, with 25% being between the ages of 10 and 19. Meanwhile, between the ages of 25 and 34, 60% of LinkedIn users fall. This is largely because the website is professional in character.

Gen Z: 18 to 24 Years Old
The younger user demographic finds social media sites to be the most appealing. Social media usage is dominated by Gen Z. Social media is used daily by this generation. 97% of them use social networks for online shopping, networking, and watching videos.

Here are some more statistics regarding Gen Z's use of social media.

• Facebook is used by 70% of Gen Zers.
• 33.3 million people between the ages of 18 and 24 use Instagram.
• More than 37.3 million Gen Z users are active on TikTok each month

Millennials: 25 to 40 Years Old
Although they don’t make up the majority of TikTok users, millennials continue to rank well on social media sites. Approximately 81% of people ages 30 to 49 claim to be frequent users of social media.

Facebook is the social network of choice for millennials. However, millennials prefer to divide their screen time among many platforms.

This generation is more mature than Gen Z. Their presence is therefore more popular on websites like LinkedIn. They continue to be active Twitter and Instagram users.

• 79% of millennials use social media more than once a day. 
• 72% of millennials use social media trends as a buying guide.
• Social media is used by 36% of millennials to keep up with news and happenings.

Gen X: 41 to 56 Years Old
A large number of marketers have Gen Xers as a target demographic because they make about 30% of the American population. On average, Gen Xers spend 6 hours, 58 minutes a week on social media. Gen X can be a little more difficult to target on social media, but don’t let that fool you. They love social media. The percentage of Gen Xers who use YouTube is close to 90%.

• To keep nostalgic and linked to the past, 75% of Gen Xers are frequent YouTube viewers.
• Brand loyalty is strong among Generation X. 78% are members of exclusive loyalty schemes.
• A video is preferred by 60% of Gen Xers when researching a new company or product.

Baby Boomers: 57 to 74 Years Old
Despite not being very active on social media, baby boomers still favor Facebook. They utilize Facebook to the tune of 78% of them.

Baby boomers are the generation with the most secure financial situation, despite social advertising aiming focusing more on the younger generations.

Baby boomers are expected to leave their offspring $68 trillion. They are now the richest generation thanks to the largest transfer ever. Contrary to popular belief, they use social media more frequently. They browse Facebook and Instagram for roughly 48 minutes each day.

• 32% of Instagram users are members of the baby boomer generation.
• One in three baby boomers will use YouTube to research products or services.
• It's not common knowledge that baby boomers base their purchases on social media marketing. Only 33% of consumers claim to have purchased a product as a result of social media marketing.

This is why it's crucial to comprehend who uses each platform. The audience must be considered when choosing the optimal marketing approach. Depending on who your target audience is, different social media sites are more effective. Additionally, this changes based on the good or service you're promoting.

Do any of these audiences sound familiar for your company? At least one of them should. We can help you target your audience on social media. Contact us for a consultation!

Source: 100+ Statistics & Trends in Social Media (2022)