TikTok is the fastest-growing app for Boomers while Facebook remains most used

An overview of Baby Boomers’ social media habits.

While Facebook remains the most popular app, the number of Baby Boomers who regularly use TikTok (+57%), Snapchat, and Instagram is growing, according to GWI. 

Data revealed that growing engagement with video-based content has fuelled a change in social media usage among older consumers. They’ve also become more interested in commercial content. In the US, Boomers saying that “following influencers is a top reason for using social platforms” has grown 22% since Q2 2021. In the UK, those who use social media to follow brands for updates and content has grown by 20%in the last two...

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