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Who’s Using What Social Media in 2024? [Report]

by | Jul 30, 2024 | Marketing, Marketing Strategy, Social Media

Who's Using What Social Media in 2024? [Report]

The YouGove US Social Media Report 2024 provides a detailed analysis of the current social media environment, highlighting generational trends, gender differences, platform usage patterns, and brand preferences. Below is a concise overview of the key findings.

Social Media Usage by Generation

Generational Trends in Social Media Usage

  • Younger Generations: Gen Z and Millennials dominate TikTok and Snapchat, attracted by engaging, dynamic content.
  • Older Generations: Facebook remains popular among Gen X and Baby Boomers, primarily for staying in touch with friends and family.

Gender Differences in Social Media Use

  • Female Users: Predominantly use TikTok, Snapchat, Instagram, and Facebook.
  • Male Users: More active on X (formerly Twitter).

Platform Usage Patterns

  • Facebook: Used mainly to keep in contact with friends (75%).
  • X (Twitter): Popular for news updates (57%).
  • TikTok: Primarily for entertainment (49%).

Gen Z’s Attitudes and Behaviors

  • Increased Usage: 62% spend more time on social media than a year ago; 54% feel it positively impacts their lives.
  • Concerns: 67% worry about the time spent on social media.
  • Digital Preference: Prefer online interactions over in-person ones, more so than older generations.

Brand Preferences Among Social Media Users

  • Popular Brands: Spotify and Nike are highly favored on Snapchat and TikTok.
  • Platform-Specific Preferences: Each social media platform has distinct brand loyalties, essential for targeted marketing.

To effectively tailor social media strategies, businesses need to understand generational and gender differences, usage patterns, and brand preferences. This insight helps organizations make informed decisions on where to allocate marketing resources. Targeting the right platforms enables brands to reach and engage their desired audiences efficiently.

Key Takeaway

Knowing your audience and customizing strategies to their unique preferences and behaviors is essential for building strong, lasting connections on social media.

About the Data: The results concerning the demographic makeup of weekly social media users are based on an April survey of 10,400 US consumers.

BersonDeanStevens (BDS) has been developing results-driven marketing strategies, content, campaigns, and programs for over 25 years. And, we bring the knowledge and expertise to incorporate AI when necessary to gain efficiencies and help boost results.

Whether you’re looking for a fractional CMO, need assistance when your internal workforce is overloaded, or need consulting from time to time, BDS is the perfect go-to resource.

Ready to take your social media marketing to the next level? To get started, schedule a call or email Lori at lberson@BersonDeanStevens.com.

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