Gen Z Boosts Facebook Growth Despite Overall Decline

Facebook’s Evolution Among Generations

Facebook continues to experience fluctuating usage patterns across various generations. While overall usage has been declining, a notable exception is observed within Generation Z. According to recent forecasts, the number of Gen Z Facebook users in the United States is expected to rise significantly. In 2024, 49.0% of this demographic (approximately 33.9 million users) are anticipated to be on the platform. By 2028, this figure is projected to increase to 56.9%, equating to about 40.5 million users.

Despite this growth, Gen Z users still trail behind Generation X and millennials regarding user numbers and average daily time spent on Facebook. Interestingly, the average time spent on the platform is decreasing for users under 55.

The surge in Gen Z users can be attributed to a combination of practicality and the natural progression of aging. With roughly 36% of Gen Z still under the age of 18, a significant portion is just now becoming eligible for social media access. Facebook’s long-standing prominence makes it a go-to platform for these new users. Additionally, Facebook’s multifaceted features extend beyond direct social interaction. Tools like event organizing, niche community groups, and Facebook Marketplace significantly contribute to its utility. According to the US Social Commerce 2024 survey, 75.0% of Gen Z Facebook buyers (ages 15 to 26) made a purchase on Marketplace in the past 12 months, underscoring its appeal among younger users.

TikTok’s Expanding Reach

TikTok, a platform synonymous with Gen Z, has reached near saturation within this group. However, its influence is expanding notably among baby boomers. Projections suggest that TikTok’s adoption rates will continue to rise across all generations, with the most substantial increase among the oldest users. In the next year, approximately 1 million boomers in the United States are expected to join TikTok, increasing the number of users in this cohort from 8.7 million to 9.7 million—a 10.5% rise.

While this growth among boomers might seem modest compared to other generations, it is significant. The increase reflects TikTok’s user-friendly design and its ability to meet the needs of older adults looking to stay connected with current trends and younger family members. This trend highlights the platform’s broadening appeal and its potential to bridge generational gaps in social media usage.

Broader Implications and Future Trends

The evolving dynamics of Facebook and TikTok usage among different age groups offer insights into broader social media trends. For Facebook, the increase in Gen Z users suggests that the platform remains relevant to younger generations, albeit for different reasons than older cohorts. The practicality of Facebook’s features, such as Marketplace and community groups, makes it a valuable tool for Gen Z as they begin to navigate adult responsibilities.

TikTok’s growth among baby boomers indicates a shift in how older generations engage with social media. The platform’s ease of use and engaging content format make it attractive to users who may have hesitated to adopt new technologies. This trend will likely continue as more boomers seek to stay connected with family and friends through modern social platforms.