Teens and kids are not the only ones glued to their social media feeds anymore — the vast majority of adults spend time scrolling too.
Data released earlier this year shows that a majority of American adults use some kind of social media, but their habits and preferred platforms are different from younger users.
YouTube and Facebook are both about two decades old now, but they remain the top two platforms among adults.
YouTube is by far the most widely used platform among adults as well as teens. About eight in 10 American adults, 83%, say they have used the video-sharing platform at some point, according to recent data from the Pew Research Center, which polled more than 5,700 adults between May and September last year.
Pew Research.
Facebook is not far behind with a majority of U.S. adults, 68%, saying they use it. By contrast, teens have fled Facebook over the past decade as their parents, relatives, teachers, and other adults have joined. In 2022, only 32% of teens said they had ever used Facebook, down from 71% in 2015.
Instagram, which is owned by Facebook, has attracted about half of adults with 47% saying they use the image-based platform.
Pew Research.
About a fifth of adults say they use Twitter, which was recently renamed X and is known for fast-moving discourse especially relating to politics and pop culture. A fifth also say they use Reddit, known for its hyper-specific communities and sometimes NSFW content.
Of course, TikTok has exploded in popularity in recent years, especially among teens and kids, but a third of adults have flocked to the video-sharing platform as well.
TikTok has seen a 12-point spike in adult users since 2021, while the percentages of adults who use YouTube and Facebook, the most popular platforms, have stayed about the same since 2021.
However, about half of TikTok’s adult users are observers only, meaning they have never posted a video themselves. This includes younger adults aged 18 to 34 — only half have ever posted a video.
Because of this, the vast majority of TikTok’s content is created by a small share of users. The top 25% of adults on TikTok produce 98% of that group’s publicly available videos.
The typical adult TikTok user has also left their “bio” blank on their account.
More people are now getting their news from TikTok too. Last year, about 14% of adults said they got news regularly from TikTok, more than four times the 3% who said so in 2020.
TikTok’s pivot to a news source echoes Twitter’s evolution, which has become many people’s go-to source for up-to-the-minute news updates.
Communities geared towards adult users, such as parenting content and even X-rated content, have popped up on many of the platforms popular with adults.
Meanwhile among teens, YouTube is the most popular platform with 95% of teens saying in 2022 that they use it, followed by TikTok with 67% of teens, Instagram with 62%, and then Snapchat, an app used to send disappearing photos and messages, with 59%.
Teen girls are more likely to use Instagram, TikTok, and Snapchat, while teen boys are more likely to use Reddit and Twitch, a self-streaming platform often used by video gamers.
The average social media user is also not just on one platform but uses an eye-popping six or seven platforms every month.
Overall, we’re all scrolling more. Across the globe last year, about 4.9 billion people used social media, and that number continues to climb.