Social Media

Social media habits differ by age, with each generation leaning toward its own favorite platform. Gen Z tends to favor media-sharing brands like Instagram, YouTube, and TikTok, drawn to short-form, visual, and interactive content. Millennials use Facebook regularly but also engage frequently with YouTube and Instagram. Gen X and Baby Boomers follow a similar pattern, with Facebook continuing to play a central role in their daily social media routines.

Does the way people use social media change with age? Our data shows that around two-thirds of Gen Z, Millennials, and Baby Boomers all check social media daily. It can also be seen that consumers from all age groups use social media regularly. Similarly, not many consumers in the U.S. – regardless of their age – are permanently logged out of the social networking sites.

Influencer advertising is becoming an increasingly central part of global marketing strategies as brands seek more authentic and relatable ways to connect with consumers. Unlike traditional advertising, influencer campaigns are built on personal trust and community engagement, allowing messages to resonate more naturally with audiences. As social media platforms evolve, influencers—ranging from celebrities to niche content creators—are able to reach highly targeted groups with content that feels native to the platform. This approach has proven especially effective for younger demographics, who tend to value authenticity over polished promotional content. With the ongoing rise of social commerce and personalized marketing, influencer advertising is expected to remain a powerful tool for brands looking to build loyalty, awareness, and conversion in a more human-centered way.

Social media advertising spending is expected to grow steadily in the coming years due to the deepening integration of these platforms into consumers' daily lives. As users spend more time engaging with content, brands are increasingly leveraging social media as a primary channel for connecting with their audiences. The ability to target specific demographics with personalized, relevant ads makes social media a highly effective tool for marketers. Additionally, the rise of social commerce—where users can discover and purchase products directly within apps—has turned these platforms into essential sales channels. As consumer behavior shifts further toward digital interactions, businesses are naturally reallocating advertising budgets away from traditional media and investing more heavily in social media to stay visible, competitive, and connected.

Advertising spending by industry in the U.S. is expected to evolve with shifting consumer habits and digital transformation, but the Entertainment & Media sector is poised to remain the strongest. This industry continues to dominate due to its constant production of high-engagement content, which naturally attracts large audiences and significant advertiser interest. As streaming services, gaming platforms, and digital media continue to expand, they create more opportunities for ad placements that are both immersive and personalized. Meanwhile, other industries like retail, technology, and healthcare are growing their ad investments, but the consistent demand for entertainment and the integration of media into everyday life ensure that Entertainment & Media retains its lead. Its ability to capture attention across multiple channels—from video platforms to social media—makes it a cornerstone for advertisers aiming to reach broad and engaged audiences.

In the United States, social media advertising continues to be a dominant force in digital marketing, with mobile platforms driving the vast majority of growth. In 2025, mobile social media ad spending is projected to reach $82.69 billion, reflecting both increased user engagement on smartphones and the continued optimization of mobile ad formats. In contrast, desktop ad spending for social media is expected to total $13.01 billion, highlighting a steady decline in desktop usage for social media consumption. The combined market size of $95.7 billion underlines the maturity and scale of the U.S. social media advertising landscape, with mobile accounting for nearly 87% of total spend, further solidifying its position as the primary channel for reaching digital audiences. Looking ahead, social media advertising in the U.S. is set to maintain a strong growth trajectory. By 2029, mobile ad spending for social media is forecasted to rise to $119.97 billion, while desktop ad spending for social media is expected to grow more moderately to $18.86 billion. This continued upward trend reflects the expanding role of mobile in users' daily digital behavior, while desktop remains relevant for specific formats and audiences, though with a significantly smaller share.