How Different Age Groups Are Using Social Media 2026

Introduction

Social media can mean very different things to different people based on factors such as their interests, their lifestyle – and often their age.

To varying extents, every generation's social media activity has changed in recent years, with usage patterns shifting across platforms and demographics. While broad trends exist, key differences between age groups remain that can help marketers make smarter decisions on the best platforms and tactics to serve their audiences.

In this article, we'll take you through the key trends in how different age groups are using social media in 2026 – especially the attitudes and activities that characterise each generation, and which platforms they use the most.

A Note on Generational Definitions

To ensure clarity, this article uses authoritative, up-to-date generational definitions. For Baby Boomers, Generation X, and Millennials, we refer to the birth-year ranges established by the Pew Research Center. For Generation Z, we use Pew's working definition. For Generation Alpha, we use the widely accepted consensus range from sources like McCrindle Research, as Pew has not yet published a formal definition for this.

Gen Alpha

Birth year range: 2013 – 2024
Age in 2025: 0 – 12
Key social platforms: YouTube, TikTok, Roblox, WhatsApp, Snap

Behavioural trends

Gen Alpha have never known an offline world, and their relationship with social media is intense and video-first. Usage remains high when they do log on; Qustodio's 2024 device-tracking shows children aged 4-18 spending an average of 120 minutes a day on TikTok – the highest for any social app it monitors.

Even the youngest members are active. UK regulator Ofcom reports that 30% of five-to-seven-year-olds now use TikTok, despite its 13+ age rule. Device ownership is common, with the 2025 Common Sense Census finding that nearly half (47%) of children aged 0-8 already own their own tablet.

Paradoxically, the youngest digital natives are also showing a willingness to step back from the feed. A Wunderman Thompson study found that only 5% of Gen Alpha respondents ranked social media as the most important part of their lives. This suggests a desire for balance, even as their on-platform time is significant. Parental influence is also a major factor; the same Common Sense Census reports that only 17% of parents co-view TikTok with their young children, signalling a potential trust gap between carers and the platform.

For marketers, the lesson is clear: Gen Alpha enjoy playful, creator-led content, yet they are wary of online excess and heavily influenced by parental gatekeepers. Successful campaigns balance entertainment with safety cues – think COPPA-compliant content, transparent influencer partnerships, and experiences that bridge online and offline play (for example, Roblox tie-ins that unlock real-world merchandise).

Video is king. Insider Intelligence forecasts that YouTube will overtake linear TV in viewership among US children by 2026. Gen Alpha not only watch long-form content but increasingly turn to YouTube Shorts for meme-length entertainment and to Roblox for social gaming that doubles as a hang-out space.

 

Gen Z

Birth year range: 1997- 2012

Age in 2022: 10-25

Key social platforms: Instagram, TikTok, Snapchat 

Behavioural trends

For Gen Z, social media is the default lens for viewing the world, radically changing how they discover information. When a zoomer finds a person they trust on social media, they often see that person as a more reliable source than traditional media and, increasingly, even web search.

This trend is reshaping the search landscape. According to a Q2 2025 Sprout Social survey, 41% of Gen Z now turn to social media platforms first when looking for information, putting social ahead of traditional search engines (32%). They are seeking answers via user-generated content (UGC) from creators and peers on platforms like TikTok and Instagram.

This preference extends to news consumption. Ofcom's 2025 'News Consumption in the UK' report found that while the BBC network remains the most-reached provider overall for 12-to-15-year-olds, TikTok is now the single most-used access point for news in that age group (31%).

For marketers and brands, this means you'll need to work extra-hard to earn Gen Z's trust. They want to get their information from personally relatable and trusted sources, not from faceless corporations. One tried-and-tested method is to partner with relevant influencers who hold sway with a Gen Z audience. Above all, this generation wants social media to be honest. This means your activity should be truthful, high-quality, and feel naturally at home as part of your brand's output.

When it comes to platform importance, a Statista survey found that 27% of UK Gen Z named Instagram as the social platform they could least do without, highlighting its deep integration into their social lives. While TikTok dominates for discovery and trends, Instagram remains a core hub for connection and identity.

 

Millennials

Birth year range: 1981-1996

Age in 2022: 26-41

Key social platforms: Facebook, Instagram, Twitter

Behavioural trends

Millennials remain heavy social media users, but broad generational averages for time spent are becoming less precise. The Digital 2026 report, drawing on GWI data, shows the average for all online adults is 2 hours and 23 minutes per day, with younger age bands (like younger millennials) showing higher usage than the overall average.globenewswire.com

For many millennials, a key reason for using social media is identity formation: curating a social media presence to shape how they are perceived. Just as many people wear clothes that send a message about how they fit into society, millennials often do the same with their social media activity.

With this in mind, you should think about how your brand can help followers shape their identity on social media. Ways to do this include:

• Create shareable, high-quality, values-led content that followers can share to establish themselves as engaged participants in the digital 'town square'.
• Provide visual assets such as AR filters or profile picture frames to help followers express their personality online.
• Engage with prominent social media users by liking and commenting on their posts. This supports the user in developing their social media identity – and in some cases, they will support you back.

A more fundamental point about millennials is that members of the generation are now firmly in their thirties and forties. So, when you develop marketing personas to target millennials, don't think avocados; think careers, mortgages, and maybe even nappies. Facebook remains a key platform for this group, often used for community groups and keeping up with friends and family, while Instagram is used for inspiration and lifestyle content.

 

 

Gen X

Birth year range: 1965-1980

Age in 2022: 42-57

Key social platforms: Facebook, Instagram, Pinterest, LinkedIn

Behavioural trends

Gen X have come to social media in greater numbers and for longer periods in recent years – and it seems that many of the generation came to shop. This cohort is a powerful but often overlooked commercial force.

The generation's strong commercial intent, combined with significantly greater spending power than younger generations, makes Gen X a key target demographic for social commerce. According to GWI, 28% of Gen X use social media to "search for products to buy," reinforcing their readiness to engage with brands on these platforms.

This generation may be relatively affluent and eager to shop, but much depends on whether they perceive a brand to be 'authentic'. A reported 85% of the generation say authenticity is an important factor that helps them choose between brands.

Another key point to consider is that this generation often goes overlooked. As Danielle Wiley writes for Forbes:

"In our youth-obsessed culture, industry buzz tends to centre around cutting-edge social content trends embraced by the youngest consumers, rather than strategies that resonate with Gen X... It's well worth the effort for brands to adjust their digital outreach to connect with this generation, starting with the most important step of all: acknowledging that Gen X exists."

As a generation, Gen X spreads its social media use across a multitude of platforms. Facebook is a mainstay, but Instagram, Pinterest, and LinkedIn are also highly popular. The strong uptake of LinkedIn shows that Gen X isn't just using social media to shop; they're also using it to further their careers and businesses. A video-sharing app called Clapper, designed for an older audience, has also gained traction, seeing significant download spikes in early 2025, though definitive lifetime download figures are not publicly available.

 

 

Baby boomers & older generations

Birth year range: 1946-1964 (and earlier)

Age in 2022: 58-76 (and older)

Key social platforms: Facebook, WhatsApp

Behavioural trends

Once widely overlooked as a key social media demographic, Baby Boomers are now a highly sought-after audience. Many members of this generation have positive attitudes towards social media, using it with gusto to form what AdWeek called a "silver tsunami" of optimistic, tech-savvy social users.

Baby Boomers are relatively united in their platform choice, with many in the age group sticking primarily to Facebook to connect with family and friends. Messaging apps like WhatsApp are also extremely popular for staying in touch.

While Boomers are increasingly active on social media, the generation does have boundaries in terms of how brands interact with them. As Sprout Social reports, key reasons why this age group stops following brands on social include excessive advertising and poor customer service. With this in mind, your social activity should approach Baby Boomers positively – but not carelessly. Straightforward, valuable content and responsive community management are key.

Strategic Takeaways for Marketers

While generational trends provide a valuable starting point, a winning social media strategy is ultimately rooted in a deep understanding of your specific audience.

The data shows that behaviours are constantly shifting, from Gen Z's embrace of social search to Gen Alpha's consumption of creator-led content. The key is to combine broad demographic insights with your own audience data, remaining flexible and ready to adapt to the next wave of change. Knowing the general tendencies of a zoomer or a boomer matters, but knowing your customer matters more. Combining this in-depth audience knowledge with a broader appreciation of age-group trends can be a winning formula for your social media strategy.

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