US adults spend an average of 20 minutes on social media daily, with Instagram and TikTok leading among younger demographics, indicating shifting social media consumption trends.
In 2024, 72.1% of Gen Z are on TikTok and 72.5% are on Instagram, demonstrating the platforms' saturation among this age group and their dominance over millennials.
Notably, a significant majority—87.9% of US adults—are active on social media, a striking increase compared to 53.9% of baby boomers, highlighting generational differences.
The findings suggest that marketers should tailor social media strategies based on demographic analysis, especially since Gen Z will outnumber millennials on Instagram by 2025.
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