Report

Bridging the social media generation gap: Insights from our latest survey

Understanding generational differences on social media is key to creating successful strategies. Our latest survey reveals how Gen Z, Millennials, Gen X, and Boomers engage with content, platforms, and brands differently. From platform preferences to content expectations, this report uncovers actionable insights to help your brand tailor campaigns, boost engagement, and drive meaningful connections across all age groups.

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Key takeaways

Same channels, very different customers

There’s no such thing as one audience on social media. Your followers may be in the same place, but they are not the same people – and treating them as if they are is costing you attention, engagement, and revenue.

Generational behaviors are diverging — not converging

Forget the idea of a universal audience. The differences in content preferences, purchasing drivers, and support expectations across age groups are only growing. Smart brands will build segmented strategies, not assumptions.

Social media isn’t one-size-fits-all

Gen Z craves interactive and entertaining content, Millennials seek lifestyle alignment, Gen X prioritizes practicality, and Boomers value clarity and helpfulness. Crafting the same post for all generations? That’s a fast track to irrelevance.

Customer service needs are radically different

Gen Z wants fast answers in DMs. Boomers still prefer a phone call. Brands that align service channels with generational expectations earn trust — and those that don’t risk customer churn.

Survey Results

What you will find in this survey report

This report examines the differences in generational data from a survey of nearly 1,000 U.S.-based social media users from a wide spectrum of ages and demographics to understand their behavior, preferences, and expectations for brand interactions on social media.

34%

of Gen Z are more likely to purchase when content feels targeted to their generation

56%

of Millennials made a purchase through social media in the past 3 months

81%

81% of Boomers expect a human to answer when reaching out to a brand, versus 53% of Gen Z