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Visualizing Social Media Use by Generation

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Social Media by Generation

Visualizing Social Media Use by Generation

Our world has never been more connected than it is today.

Nearly two-thirds of the world’s population is plugged into the matrix, with over 4.4 billion internet users across multiple device types. We use these devices for work and for play—and social media has altered the way we interact both online and offline.

Today’s infographic from Global Web Index compares key generational and regional differences of social media use based on data from nearly 114,000 internet users, highlighting how pervasive social media has become in our lives.

Note: China is excluded from the usage data regarding specific social networks and apps.

From Age to Age: Social Media by Generation

How does the use of social media vary by generation?

Baby Boomers

Boomers currently rank last in nearly every category and metric when it comes to technology and social media use. This generation didn’t grow up inundated with technology in the way today’s youth are.

However, Boomers are showing the greatest increase in activity on social media platforms. For example, usage of Instagram and WhatsApp is up 59% and 44% respectively for this group since 2016, which is more than double the global average.

Generation X

Also known as the ‘MTV Generation’, the Gen X group was the last generation to grow up before the Internet truly took off. The early years of this group were marked by a burst of new technologies, from wireless phones to personal computers.

On average, Gen Xers spend nearly two hours on social media per day—less than Millennials and Gen Z, but more than Boomers.

Millennials

Perhaps surprisingly, Millennials show a slow down in the time spent on social media. From 2017-2018, screen time for Millennials on social media decreased by one minute, to 2 hours 38 minutes per day. This trend points to Millennials seeking real-life experiences and better engagement from the brands they interact with online, rather than passive scrolling.

Other factors also play a role in this evolution─nearly 50% of Millennials admit that their activity on social media has caused them to overspend to impress their networks.

Generation Z

Gen Z is the first group in history that has never known a world without the Internet. Immersed in the online world since birth, Gen Z surpasses Millennials in daily activity on social media with 2 hours 55 minutes spent per day.

North American, Latin American, and European Generation Z-ers lead in the number of social accounts they’re actively using. Many are also moving away from platforms like Facebook in favor of multimedia-heavy sites such as YouTube and Instagram.

Social Media by the Numbers

Social media sites measure the number of unique users on the platform each month as a metric of success. Below is a snapshot of the five major social media sites shown in today’s graphic and their active user count.

Monthly Active Users (MAU) as of July 2019

  • Facebook: 2.4 billion
  • YouTube: 2 billion
  • WhatsApp: 1.6 billion
  • Instagram: 1 billion
  • Twitter: 330 million

Even more striking is what happens in a social media minute:

  • 41.6 million messages sent over Facebook Messenger and WhatsApp
  • 347,222 people are scrolling Instagram
  • 87,500 people posting to Twitter
  • 4.5 million videos on YouTube being watched

Social Media’s Role in Retail

Social media has evolved from simply keeping us connected to our friends. Users can now access career tools, engage with their favorite companies, stay current with global events, and find love.

Across all regions and generations, social media has propelled e-commerce into the limelight. More than ever before, social media sites are being used for product research, brand engagement, and online purchases. For example, Instagram now offers one-click shop features that allow users to buy what they see immediately, with a simple tap on their screens.

The greatest growth in e-commerce, however, has been the influencer industry. These star-studded internet personalities boast massive online followings from a wide range of demographics—and companies are taking notice.

In 2018, 72% of major brands stated that they were outsourcing a significant portion of their marketing resources to online influencers. Followers feel as though they’re getting a product recommendation from a friend, making them more likely to buy quickly.

Social Media Growth

Despite the rate of social media growth slowing down, social media use is still growing. From 2017 to 2018, the average person increased usage by three minutes per day, while becoming a new user of 0.8 social media accounts.

Social media is a broad, multi-faceted, and complex industry that appeals to a wide range of cultures, age groups, and personalities. While growth in social media activity may be slowing down, a growing global population may mean we’ll see more opportunities to stay connected.

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Countries

Charted: The World’s Aging Population from 1950 to 2100

This graphic visualizes the world’s aging population, showing data for every country and territory around the world.

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Charted: The World’s Aging Population from 1950 to 2100

As demographics continue to shift in the 21st century, the world’s aging population will continue to be a focal point for many global decision makers.

Most countries around the world have experienced population explosions, or are about to. Combine this with declining birth rates and falling mortality rates, and it’s clear that the global senior population will continue to reach new heights.

These graphics by Pablo Alvarez use data from the 2022 UN World Population Prospects to visualize this increasing aging population across countries.

The World’s Aging Population from 1950 to 2100

In 2022, there were 771 million people aged 65+ years globally, accounting for almost 10% of the world’s population.

This segment has been growing at an increasing rate, and it’s expected to hit 16% in 2050, and eventually 24% by 2100. Here’s what that’s projected to look like, for every country and territory.

Country by Population Aged +65 Years195020222100
🇦🇫 Afghanistan2.85%2.39%16.03%
🇦🇱 Albania6.04%16.66%49.08%
🇩🇿 Algeria3.49%6.39%28.83%
🇦🇸 American Samoa2.38%7.27%45.41%
🇦🇩 Andorra10.02%14.98%37.04%
🇦🇴 Angola2.93%2.6%12.07%
🇦🇮 Anguilla3.69%10.71%37.49%
🇦🇬 Antigua and Barbuda4.14%10.63%35.4%
🇦🇷 Argentina4.13%11.92%31.79%
🇦🇲 Armenia8.17%13.15%36.13%
🇦🇼 Aruba1.77%16.15%36.51%
🇦🇺 Australia8.17%16.9%31.38%
🇦🇹 Austria10.42%19.81%33.93%
🇦🇿 Azerbaijan6.89%7.11%30.5%
🇧🇸 Bahamas4.76%8.89%29.58%
🇧🇭 Bahrain2.88%3.76%21.89%
🇧🇩 Bangladesh3.9%6.04%32.56%
🇧🇧 Barbados5.24%16.28%33.19%
🇧🇾 Belarus8.24%17.18%30.45%
🇧🇪 Belgium11.03%19.73%32.83%
🇧🇿 Belize3.57%5.09%29.21%
🇧🇯 Benin7.85%3.06%11.03%
🇧🇲 Bermuda5.71%20.41%37.73%
🇧🇹 Bhutan2.53%6.25%33.35%
🇧🇴 Bolivia6.11%4.85%21.75%
🇧🇶 Bonaire Sint Eustatius and Saba14.22%13.84%28.94%
🇧🇦 Bosnia and Herzegovina3.95%18.4%36.4%
🇧🇼 Botswana4.32%3.65%17.96%
🇧🇷 Brazil2.39%9.88%33.52%
🇻🇬 British Virgin Islands8.63%9.95%32.47%
🇧🇳 Brunei4.85%6.17%30.93%
🇧🇬 Bulgaria6.66%22.38%37.13%
🇧🇫 Burkina Faso2.01%2.53%13.07%
🇧🇮 Burundi3.22%2.48%13.23%
🇰🇭 Cambodia2.67%5.81%26.43%
🇨🇲 Cameroon3.47%2.67%11.89%
🇨🇦 Canada7.7%19.03%31.55%
🇨🇻 Cape Verde3.67%5.55%32.63%
🇰🇾 Cayman Islands6.05%8.17%28.75%
🇨🇫 Central African Republic5.%2.51%11.43%
🇹🇩 Chad4.33%2.01%9.64%
🇨🇱 Chile3.3%13.03%36.61%
🇨🇳 China5.04%13.72%40.93%
🇨🇴 Colombia3.22%9.%34.49%
🇰🇲 Comoros3.8%4.28%17.81%
🇨🇬 Congo3.36%2.72%11.99%
🇨🇰 Cook Islands2.94%11.73%29.75%
🇨🇷 Costa Rica2.97%10.83%36.99%
🇨🇮 Cote d'Ivoire2.21%2.4%10.86%
🇭🇷 Croatia7.82%22.36%37.03%
🇨🇺 Cuba4.36%15.81%36.31%
🇨🇼 Curacao5.82%14.95%30.46%
🇨🇾 Cyprus5.95%14.83%33.36%
🇨🇿 Czechia8.29%20.64%26.94%
🇨🇩 Democratic Republic of Congo3.77%2.92%10.62%
🇩🇰 Denmark9.04%20.49%30.45%
🇩🇯 Djibouti1.99%4.54%19.68%
🇩🇲 Dominica7.67%9.53%34.28%
🇩🇴 Dominican Republic2.72%7.4%30.47%
🇪🇨 Ecuador5.2%7.83%31.97%
🇪🇬 Egypt2.95%4.83%21.77%
🇸🇻 El Salvador3.93%8.22%36.02%
🇬🇶 Equatorial Guinea5.53%3.12%15.13%
🇪🇷 Eritrea3.2%4.01%19.86%
🇪🇪 Estonia10.56%20.58%34.15%
🇸🇿 Eswatini2.68%4.%16.26%
🇪🇹 Ethiopia3.01%3.14%18.6%
🇫🇴 Faeroe Islands7.59%17.92%26.91%
🇫🇰 Falkland Islands8.27%11.08%35.86%
🇫🇯 Fiji5.99%5.9%20.6%
🇫🇮 Finland6.63%23.27%34.04%
🇫🇷 France11.39%21.66%34.23%
🇬🇫 French Guiana7.96%5.98%21.13%
🇵🇫 French Polynesia3.%10.07%37.85%
🇬🇦 Gabon7.21%3.89%16.25%
🇬🇲 Gambia2.5%2.43%16.06%
🇬🇪 Georgia9.35%14.61%31.19%
🇩🇪 Germany9.46%22.41%33.72%
🇬🇭 Ghana4.62%3.55%15.91%
🇬🇮 Gibraltar6.94%20.84%37.63%
🇬🇷 Greece6.8%22.82%37.52%
🇬🇱 Greenland3.06%10.02%29.16%
🇬🇩 Grenada5.12%10.07%30.54%
🇬🇵 Guadeloupe5.51%20.04%34.45%
🇬🇺 Guam1.11%11.84%31.19%
🇬🇹 Guatemala2.31%4.91%28.05%
🇬🇬 Guernsey11.96%16.64%35.4%
🇬🇳 Guinea5.39%3.32%14.%
🇬🇼 Guinea-Bissau3.45%2.82%14.34%
🇬🇾 Guyana3.89%6.28%28.94%
🇭🇹 Haiti3.64%4.54%19.07%
🇭🇳 Honduras3.96%4.27%26.5%
🇭🇰 Hong Kong2.48%20.47%41.64%
🇭🇺 Hungary7.81%20.01%31.85%
🇮🇸 Iceland7.52%15.33%34.25%
🇮🇳 India3.1%6.9%29.81%
🇮🇩 Indonesia1.74%6.86%25.28%
🇮🇷 Iran5.22%7.62%33.72%
🇮🇶 Iraq2.79%3.41%18.44%
🇮🇪 Ireland10.99%15.14%32.48%
🇮🇲 Isle of Man13.9%22.29%31.8%
🇮🇱 Israel4.%12.04%25.97%
🇮🇹 Italy8.09%24.05%38.19%
🇯🇲 Jamaica3.83%7.45%44.05%
🇯🇵 Japan4.89%29.92%38.7%
🇯🇪 Jersey12.34%16.22%30.52%
🇯🇴 Jordan5.03%3.84%27.3%
🇰🇿 Kazakhstan6.47%8.04%19.58%
🇰🇪 Kenya5.28%2.87%16.98%
🇰🇮 Kiribati7.13%3.81%17.33%
🇽🇰 Kosovo5.33%10.19%43.35%
🇰🇼 Kuwait2.88%4.93%31.56%
🇰🇬 Kyrgyzstan7.91%4.54%21.08%
🇱🇦 Laos2.13%4.45%25.24%
🇱🇻 Latvia10.12%21.86%32.86%
🇱🇧 Lebanon7.24%9.89%32.11%
🇱🇸 Lesotho6.34%4.2%13.44%
🇱🇷 Liberia2.97%3.31%13.88%
🇱🇾 Libya5.21%4.86%27.77%
🇱🇮 Liechtenstein7.89%19.37%34.79%
🇱🇹 Lithuania8.65%20.8%32.79%
🇱🇺 Luxembourg9.71%15.03%31.55%
🇲🇴 Macao3.11%13.%32.39%
🇲🇬 Madagascar3.25%3.35%16.21%
🇲🇼 Malawi3.06%2.61%15.61%
🇲🇾 Malaysia4.91%7.5%30.78%
🇲🇻 Maldives3.14%4.78%35.61%
🇲🇱 Mali2.78%2.38%11.%
🇲🇹 Malta7.42%19.13%38.26%
🇲🇭 Marshall Islands5.68%4.56%17.8%
🇲🇶 Martinique5.85%22.77%37.31%
🇲🇷 Mauritania1.44%3.22%15.03%
🇲🇺 Mauritius3.18%12.79%33.76%
🇾🇹 Mayotte6.61%2.88%18.15%
🇲🇽 Mexico2.99%8.32%34.88%
🇫🇲 Micronesia (country)4.11%6.16%27.59%
🇲🇩 Moldova7.56%12.98%26.36%
🇲🇨 Monaco15.64%35.92%30.16%
🇲🇳 Mongolia3.87%4.61%26.18%
🇲🇪 Montenegro7.85%16.55%34.16%
🇲🇸 Montserrat7.92%17.7%33.05%
🇲🇦 Morocco2.86%7.72%29.97%
🇲🇿 Mozambique3.13%2.57%13.43%
🇲🇲 Myanmar3.21%6.82%23.69%
🇳🇦 Namibia4.1%3.97%15.38%
🇳🇷 Nauru8.98%2.5%15.87%
🇳🇵 Nepal2.74%6.09%29.51%
🇳🇱 Netherlands7.76%20.31%32.89%
🇳🇨 New Caledonia5.%11.02%31.61%
🇳🇿 New Zealand9.09%16.31%33.2%
🇳🇮 Nicaragua2.71%5.29%28.92%
🇳🇪 Niger.92%2.4%9.76%
🇳🇬 Nigeria3.%2.97%12.31%
🇳🇺 Niue4.79%15.16%22.55%
🇰🇵 North Korea2.72%11.71%30.49%
🇲🇰 North Macedonia5.87%14.91%36.56%
🇲🇵 Northern Mariana Islands2.95%10.81%32.09%
🇳🇴 Norway9.52%18.44%31.65%
🇴🇲 Oman3.05%2.76%23.96%
🇵🇰 Pakistan5.48%4.27%17.23%
🇵🇼 Palau8.59%9.93%21.48%
🇵🇸 Palestine4.77%3.53%23.44%
🇵🇦 Panama3.57%8.77%30.03%
🇵🇬 Papua New Guinea1.09%3.19%16.81%
🇵🇾 Paraguay3.73%6.26%26.51%
🇵🇪 Peru3.43%8.41%30.33%
🇵🇭 Philippines3.56%5.44%23.38%
🇵🇱 Poland5.22%18.55%35.69%
🇵🇹 Portugal7.%22.9%36.28%
🇵🇷 Puerto Rico3.63%22.93%48.9%
🇶🇦 Qatar3.5%1.52%15.01%
🇷🇪 Reunion3.81%13.28%32.4%
🇷🇴 Romania7.16%18.64%32.22%
🇷🇺 Russia4.8%15.8%27.86%
🇷🇼 Rwanda2.76%3.2%17.36%
🇧🇱 Saint Barthlemy7.3%10.61%43.89%
🇸🇭 Saint Helena8.63%28.66%32.61%
🇰🇳 Saint Kitts and Nevis5.36%10.13%29.79%
🇱🇨 Saint Lucia3.59%9.23%33.39%
🇲🇫 Saint Martin (French part)4.47%11.14%30.08%
🇵🇲 Saint Pierre and Miquelon6.34%17.32%33.4%
🇻🇨 Saint Vincent and the Grenadines7.71%10.86%32.34%
🇼🇸 Samoa2.52%5.22%18.75%
🇸🇲 San Marino10.15%20.47%35.73%
🇸🇹 Sao Tome and Principe3.92%3.76%15.6%
🇸🇦 Saudi Arabia3.32%2.81%30.28%
🇸🇳 Senegal3.42%3.14%16.54%
🇷🇸 Serbia6.15%20.56%37.55%
🇸🇨 Seychelles10.68%8.16%28.84%
🇸🇱 Sierra Leone3.02%3.14%15.52%
🇸🇬 Singapore2.29%15.12%36.51%
🇸🇽 Sint Maarten (Dutch part)12.03%10.57%34.51%
🇸🇰 Slovakia6.63%16.98%33.4%
🇸🇮 Slovenia7.52%20.96%33.59%
🇸🇧 Solomon Islands4.03%3.47%15.29%
🇸🇴 Somalia2.6%2.57%10.75%
🇿🇦 South Africa4.06%5.89%20.55%
🇰🇷 South Korea2.74%17.49%44.44%
🇸🇸 South Sudan3.48%2.89%13.11%
🇪🇸 Spain7.23%20.27%38.72%
🇱🇰 Sri Lanka8.76%11.54%35.73%
🇸🇩 Sudan3.03%3.5%13.28%
🇸🇷 Suriname4.09%7.39%25.8%
🇸🇪 Sweden10.19%20.25%31.83%
🇨🇭 Switzerland9.49%19.31%32.61%
🇸🇾 Syria7.66%4.68%24.62%
🇹🇼 Taiwan2.11%16.71%37.32%
🇹🇯 Tajikistan4.34%3.47%19.43%
🇹🇿 Tanzania2.2%3.1%14.97%
🇹🇭 Thailand3.21%15.21%39.17%
🇹🇱 Timor3.14%5.21%25.42%
🇹🇬 Togo4.29%3.13%11.77%
🇹🇰 Tokelau4.7%8.66%25.03%
🇹🇴 Tonga4.6%6.22%21.65%
🇹🇹 Trinidad and Tobago3.93%11.52%32.67%
🇹🇳 Tunisia4.4%9.02%31.24%
🇹🇷 Turkey3.77%8.64%33.9%
🇹🇲 Turkmenistan5.84%5.15%21.55%
🇹🇨 Turks and Caicos Islands5.79%10.34%28.25%
🇹🇻 Tuvalu4.98%6.48%16.15%
🇺🇬 Uganda2.87%1.69%14.33%
🇺🇦 Ukraine7.54%18.81%33.2%
🇦🇪 United Arab Emirates3.35%1.83%15.77%
🇬🇧 United Kingdom10.84%19.17%32.56%
🇺🇸 United States8.18%17.13%30.47%
🇻🇮 United States Virgin Islands7.54%20.42%39.11%
🇺🇾 Uruguay8.23%15.58%35.98%
🇺🇿 Uzbekistan5.87%5.14%22.24%
🇻🇺 Vanuatu5.65%3.74%16.29%
🇻🇪 Venezuela2.29%8.61%27.71%
🇻🇳 Vietnam4.13%9.12%30.02%
🇼🇫 Wallis and Futuna1.76%13.47%32.98%
🇪🇭 Western Sahara2.82%5.84%23.73%
🇾🇪 Yemen3.98%2.66%18.25%
🇿🇲 Zambia2.76%1.75%12.66%
🇿🇼 Zimbabwe3.18%3.32%14.22%
🌐 World5.13%9.82%24.03%

Some of the places with high elderly shares today include high-income countries like Japan (30%), Italy (24%), and Finland (23%).

The lowest shares are concentrated in the Middle East and Africa. Many countries have just 2% of their population aged 65 years and older, such as Qatar, Uganda, and Afghanistan.

But over time, almost all countries are expected to see their older population segments grow. In just three decades, it is estimated that one-in-four European, North American, and Asian residents will be over 65 years of age.

By 2100, a variety of Asian countries and island nations facing low population growth are expected to see more than one-third of their populations aged 65 years or older, including South Korea and Jamaica at 44%. However, it’s actually Albania that’s the biggest outlier overall, with a projected 49% of its population to be aged 65 and older by 2100.

Passing the Generational Torch

The challenge of an aging population is set to impact all sectors of society, including labor and financial markets, demand for housing and transportation, and especially family structures and intergenerational ties.

One way to help grasp the nature of transition is to note the changing ratio between seniors and young children in the world population, as seen in the below crossover diagram:

Elderly population surpass that of children aged 5 and below

Dropping fertility rates, in addition to improved child and infant mortality rates, are known to have played a major role in the plateauing population of children.

However, not all countries have witnessed this crossover yet, as it usually coincides with higher levels of economic development.

As countries such as India, Brazil, and South Africa reach higher levels of per capita income, they will be likely to follow down the paths of more advanced economies, eventually experiencing similar demographic fates and challenges.

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