Social media use up across all generations during pandemic

Anne Freer | June 24, 2021

App Business

Social media has seen a significant shift in terms of how people are using it across different generations following the COVID pandemic.

A new survey of 1,000 respondents in France, Belgium, Germany, Spain and the Netherlands by Sortlist found that social media usage rose 78% among millennials and Gen Z, and 25% among baby boomers in 2020.

But it’s not just where we’re spending our digital time that matters. The survey found that video content is particularly popular with 40% preferring it over other digital formats.

Yet, some 32% of 35-year-olds say they wish to decrease their social media use going forward while 72% admit they would never have left their social channels during the pandemic.

Among dominant topics of interest, science attracted the most with 29% of posts on social channels.

Millennials and Gen Z prefer YouTube while Facebook is still popular with baby boomers.

Older generations were spending an average of 1 to 2 hours less on social media than younger ones.

And the majority of boomers and those under the age of 35 agree that social media helped them to keep going with their social lives during the COVID lockdowns.

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