US Social Media Users, by Generation

Different generations show a varied approach to the presence of brands on social media. Instagram is the most popular choice for GenZ. Almost one-quarter of both GenZ and Millennials follow a brand on at least one social media channel.

If your primary target group are silver consumers, a well-maintained brand website is still a must. More than half of Baby Boomers prefer to discover brands or products in this way. However, online ads on popular websites are steadily losing their influence and efficiency, giving way to sponsored posts on Social Media.

Source: https://www.emarketer.com/chart/226029/us-social-media-users-by-generation-2019-of-population