Facebook remains a leading platform with 86% of Americans using it, including 90% of Gen Z and 87% of Boomers, even as users across age groups recalibrate their relationship with social media, according to new research from PartnerCentric. Users spend an average of 2 hours daily on Facebook, with Gen Z and Millennials spending about 2 hours and 12 minutes compared to Boomers’ 90 minutes. The platform also dominates commerce, with users spending an average of $133 on Facebook Marketplace in the past month.
Despite this widespread usage, 41% of Americans reported reducing their social media time in 2025. Approximately 16% have quit at least one app this year, with TikTok, X, and Facebook/Instagram being the most commonly abandoned platforms. Roughly a quarter of those who quit an app did so to migrate to another platform.
Social Media as Search Engine Alternative
The traditional dominance of Google as the primary search engine faces increasing competition from social platforms, particularly among younger users. While 60% of Americans still turn to Google for product reviews, the research reveals a generational shift in search behavior. Over one in ten Gen Z and Millennials prefer Reddit for product reviews, and among Gen Z, only half use Google as their first choice when researching products.
The shift extends to specific use cases, with nearly 30% of Gen Z turning to TikTok instead of Google when searching for recipes. Similarly, one in ten Gen Z users consult TikTok first when looking for products, signaling a change in discovery patterns that marketers need to consider when planning visibility strategies.
Platform-Specific Engagement
TikTok exhibits strong engagement among younger users, with 79% of Gen Z users on the platform, compared to just 33% of Boomers. Users spend an average of 2 hours and 36 minutes daily on TikTok, with Gen Z logging 3 hours, Millennials and Boomers at 2 hours and 30 minutes, and Gen X at 2 hours and 12 minutes. TikTok Shop generates an average monthly spend of $40 per user, with Millennials spending the most at $50 and Boomers spending just $1.
Instagram maintains the second-highest overall usage rate among Americans after Facebook, with 79% of the population using the platform, and 89% of Gen Z users active on it. Americans spend an average of 1.9 hours daily on Instagram, with Gen Z averaging 2 hours and 18 minutes and Boomers at 1 hour and 36 minutes.
X attracts 62% of Americans, with 73% of Gen Z using the platform. News consumption drives 37% of X usage, positioning it as a key destination for real-time updates.
Community-Based Platforms Gain Traction
The research highlights a significant trend toward community-focused platforms that foster connections among like-minded individuals. Two-thirds of Americans now use Reddit, primarily seeking communities that share their interests.
Pinterest experiences a renewed popularity, particularly among Gen Z, with 54% of users on the platform compared to 43% of Americans overall. Meanwhile, Discord attracts 40% of Americans, with nearly one in five (18%) paying for server access and half of Gen Z engaging with the platform. The subscription-based content model also shows strength, with just over one in five Americans using Substack and 26% of these users paying for at least one subscription.
Consumption Habits and Generational Differences
When it comes to engagement styles, a clear majority of users prefer passive consumption over active participation. The research shows 43% of Americans strongly prefer consuming social media without posting or interacting, while approximately 50% indicate some preference for engagement. Only 7% prefer posting content, revealing a social media ecosystem where content creators represent a small minority of users.
Generational differences in platform preferences remain pronounced, with Gen Z leading usage on TikTok (79%), Instagram (89%), and X (73%). Millennials show strong engagement on Facebook (87%) and Instagram (81%), while Gen X maintains a consistent presence across platforms. Boomers favor Facebook (87%) but engage less with newer platforms like TikTok (33%).
For marketers attempting to reach consumers outside social channels, email, newsletters, and out-of-home advertising rank as the most effective alternatives. Despite varied usage patterns, approximately one in four Americans use screen time management tools to regulate their social media consumption, indicating growing awareness about digital habits across demographics.
All images are credited to PartnerCentric. The full report is available here.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Facebook remains a leading platform with 86% of Americans using it, including 90% of Gen Z and 87% of Boomers, even as users across age groups recalibrate their relationship with social media, according to new research from PartnerCentric. Users spend an average of 2 hours daily on Facebook, with Gen Z and Millennials spending about 2 hours and 12 minutes compared to Boomers’ 90 minutes. The platform also dominates commerce, with users spending an average of $133 on Facebook Marketplace in the past month.
Despite this widespread usage, 41% of Americans reported reducing their social media time in 2025. Approximately 16% have quit at least one app this year, with TikTok, X, and Facebook/Instagram being the most commonly abandoned platforms. Roughly a quarter of those who quit an app did so to migrate to another platform.
Social Media as Search Engine Alternative
The traditional dominance of Google as the primary search engine faces increasing competition from social platforms, particularly among younger users. While 60% of Americans still turn to Google for product reviews, the research reveals a generational shift in search behavior. Over one in ten Gen Z and Millennials prefer Reddit for product reviews, and among Gen Z, only half use Google as their first choice when researching products.
The shift extends to specific use cases, with nearly 30% of Gen Z turning to TikTok instead of Google when searching for recipes. Similarly, one in ten Gen Z users consult TikTok first when looking for products, signaling a change in discovery patterns that marketers need to consider when planning visibility strategies.
Platform-Specific Engagement
TikTok exhibits strong engagement among younger users, with 79% of Gen Z users on the platform, compared to just 33% of Boomers. Users spend an average of 2 hours and 36 minutes daily on TikTok, with Gen Z logging 3 hours, Millennials and Boomers at 2 hours and 30 minutes, and Gen X at 2 hours and 12 minutes. TikTok Shop generates an average monthly spend of $40 per user, with Millennials spending the most at $50 and Boomers spending just $1.
Instagram maintains the second-highest overall usage rate among Americans after Facebook, with 79% of the population using the platform, and 89% of Gen Z users active on it. Americans spend an average of 1.9 hours daily on Instagram, with Gen Z averaging 2 hours and 18 minutes and Boomers at 1 hour and 36 minutes.
X attracts 62% of Americans, with 73% of Gen Z using the platform. News consumption drives 37% of X usage, positioning it as a key destination for real-time updates.
Community-Based Platforms Gain Traction
The research highlights a significant trend toward community-focused platforms that foster connections among like-minded individuals. Two-thirds of Americans now use Reddit, primarily seeking communities that share their interests.
Pinterest experiences a renewed popularity, particularly among Gen Z, with 54% of users on the platform compared to 43% of Americans overall. Meanwhile, Discord attracts 40% of Americans, with nearly one in five (18%) paying for server access and half of Gen Z engaging with the platform. The subscription-based content model also shows strength, with just over one in five Americans using Substack and 26% of these users paying for at least one subscription.
Consumption Habits and Generational Differences
When it comes to engagement styles, a clear majority of users prefer passive consumption over active participation. The research shows 43% of Americans strongly prefer consuming social media without posting or interacting, while approximately 50% indicate some preference for engagement. Only 7% prefer posting content, revealing a social media ecosystem where content creators represent a small minority of users.
Generational differences in platform preferences remain pronounced, with Gen Z leading usage on TikTok (79%), Instagram (89%), and X (73%). Millennials show strong engagement on Facebook (87%) and Instagram (81%), while Gen X maintains a consistent presence across platforms. Boomers favor Facebook (87%) but engage less with newer platforms like TikTok (33%).
For marketers attempting to reach consumers outside social channels, email, newsletters, and out-of-home advertising rank as the most effective alternatives. Despite varied usage patterns, approximately one in four Americans use screen time management tools to regulate their social media consumption, indicating growing awareness about digital habits across demographics.
All images are credited to PartnerCentric.
The full report is available here.