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Oct 12, 2025
8:43 PM
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Liking, swiping, tweeting, chatting, and following. Platforms like Facebook, Instagram, and YouTube aren't just popular with young people. Older generations also use them frequently. However, there are differences in usage and needs between generations.
Animoto conducted research into the use and needs of social media among consumers. They divided the demographics into Baby Boomers (born between 1944 and 1964), Generation X (born between 1965 and 1979), Millennials (born between 1980 and 1994) and Generation Z (born between 1995 and 2015). 1,000 American consumers and 500 marketers participated in the study. A summary of the results is visualized in the infographic below. The results only concern the use and needs of users in the United States, but this does not make the infographic any less interesting.
Popularity of social media platforms
The study also examined the use of the platforms among the different generations. There were no surprises. Generation Z users are particularly active on YouTube, Instagram and Snapchat. The older generations regularly visit YouTube and Facebook. Instagram is the platform for young people to follow brands, for the older generations it is Facebook. YouTube is the platform with the most influence on purchasing decisions, both for the younger generations and for Generation X.
Major role for video
Video plays a key role in the purchasing process. Sixty percent of Gen X consumers prefer video to learn about a new brand or product. And 52 percent of Gen X consumers and 72 percent of Baby Boomers say video was helpful in making a purchase decision.
Curious about the other results of this social media research? Scroll down to view the infographic. Click on the image for a larger version.
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