Study Reveals How Age Shapes Social Media Preferences

Social media platforms connect billions of people worldwide every day, but these platforms aren’t uniform. They’re diverse micro-societies reflecting different age groups at different rates. Ooma’s new infographic analyzes social media usage patterns to deliver insights about generational preferences and a picture of the digital landscape’s influence on information spread.

The Ooma team used data from the Pew Research Center’s Social Media Fact Sheet and other reputable sources of social media demographics. Their approach gives us domestic and global information on platform usage numbers, which is valuable for researchers, marketers, and the digitally curious.

Click below to zoom.

A stand-out finding is YouTube’s enormous popularity across all American age groups. The platform brags 93% usage among 18–29-year-olds, 94% among 30–49-year-olds, 86% among 50–64-year-olds, and 65% among those 65 and older. YouTube is so widely used that it’s the second-largest search platform after Google. Anyone who wants quick video results can turn to YouTube to ask questions, but more than that, it’s a source of entertainment and education, too. With something for everyone, it’s no wonder YouTube is universally popular.

Facebook offered us some surprising data. It’s usually considered a platform for older generations, but the data defies this stereotype and shows us a platform with cross-generational appeal. 68% of people between 18 and 29 reported Facebook usage, and 78% between ages 30 and 49 did too. These numbers among younger people are nothing to sneeze at. Facebook has over 3 billion users worldwide, with a user base that clearly encompasses more than baby boomers and Generation X. Facebook’s staying power is impressive given the rise of up-and-coming apps like TikTok and Snapchat.

While YouTube and Facebook enjoy universal appeal, the infographic does reveal some age-based patterns for certain platforms. TikTok is certainly popular among younger users, with 59% of people aged 18 to 29 reporting that they use it, and only 10% of users over 65. TikTok’s user base tends to be young worldwide, with 30% of its users aged 18 to 24, and 21% between 13 and 17.

LinkedIn skews much older with usage peaking among 50- to 64-year-olds. This is no surprise as LinkedIn is primarily a professional platform made for business connections rather than entertainment or social sharing.

The data also reflects major shake-ups in a social media company that affect user bases. X, formerly known as Twitter, lost 2.7 million active users in just two months in December of 2024 after actions taken by CEO Elon Musk. The platform seems most geared toward people between 18 and 34, who comprise 34% of the user base.

These patterns show how age groups can affect social media usage and suggest what aspects of a platform attract different groups. The findings underscore how important it is for platforms of all kinds to adapt to changing culture and demographic needs or risk being left behind as exciting new platforms rise to take their place.