Facebook dominates social media time among US adults, but Gen Z prefers other platforms

In a recent analysis, it has been revealed that while Facebook remains the most frequented social media platform for US adults overall, this trend does not hold true for the younger Generation Z. According to the latest forecast from June 2024, adults in the United States spend an average of 20 minutes per day on Facebook, making it the leading platform in terms of time spent. This is followed closely by TikTok, where users spend about 18 minutes daily. Despite Facebook’s dominance across the broader adult population, younger users, particularly those aged 18 to 24, exhibit markedly different social media habits.

Per the analysis, for the younger demographic, platforms like Instagram, Snapchat, and TikTok have become far more prominent. The forecast highlights that adults in this age group will spend more than twice as much time on these platforms compared to the average adult. This significant preference shift underscores a broader trend where Gen Z’s social media engagement diverges sharply from that of older generations. Approximately 87.9% of Gen Z individuals are active on social media, a stark contrast to the 53.9% of baby boomers engaged on these platforms.

The reach of TikTok and Instagram among Gen Z is particularly noteworthy. With 72.1% of this generation actively using TikTok and 72.5% on Instagram, these platforms have effectively saturated their target demographic. This widespread adoption has led to predictions that by 2025, Gen Z will outnumber millennials on Instagram. The data from eMarketer further emphasizes the significant cultural and behavioral shifts within social media usage, illustrating how different age groups interact with these digital platforms in distinct and evolving ways.

Another study reveals that Meta’s share of digital ad spending significantly exceeds the time users spend on its platforms, highlighting a major trend in the industry. As of August 2024, Meta’s advertising revenue is nearly three times greater than the time users dedicate to its services, as reported by eMarketer. This disparity not only underscores Meta’s commanding presence in the ad sector but also illustrates its strategic prowess over competitors.

Despite growing concerns about ad saturation on platforms like Facebook and Instagram, Meta continues to capture a disproportionate share of the digital advertising pie. The substantial gap between ad spend and user engagement reflects Meta’s powerful position in the market, revealing its ability to leverage user data and sophisticated targeting techniques to attract and retain major advertising investments. This trend points to Meta’s unparalleled influence in shaping the digital advertising landscape, even as user dissatisfaction with ad frequency mounts.