Generation Z refers to people born between 1996 and 2010. They’re the second-youngest generation, between millennials and Generation Alpha. Gen Z identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. They’re known as ‘digital natives’—the first generation to grow up with the internet.

Gen Z is currently the second-youngest generation, with millennials coming before them and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The earliest Gen Zers were born when the internet had just achieved widespread use. They’re called “ digital natives”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick.

Zoomers are 40% likely to buy a trending product on social media. Much more likely, in fact, compared to boomers (23%) Gen X (33%), but just slightly more likely than millennials (39%). If you’re targeting zoomers and millennials, and you’re not on socials… you’re not even in the conversation. But which social platforms are we talking about?

So… 66% of Gen Z is likely to buy directly from TikTok, making it the top social commerce platform for the generation.

Generation X (Gen X), born between 1965 and 1980, was one of the first generations to grow up with traditional media and go digital later in life. Their social media habits reflect this evolution, with them having profiles on both long-standing and emerging social networks.

According to the 2024 Social Media Content Strategy Report, Gen Xers are loyal to legacy social networks, with 92% having a profile on Facebook, 78% on Instagram and 74% on YouTube. They’re also steadily becoming more present on newer and emerging networks, with 54% having a TikTok profile and 13% being on Threads.

Social media is a part of daily life for many, but usage patterns and preferences vary across different countries and demographics. Let’s explore global trends in social media engagement, from posting frequency to platform preferences and emotional connections.

Instagram claimed the top spot as users’ favorite platform, with those in Mexico, Germany, and the UK showing the strongest preference for the photo-sharing app.

When to post on Instagram is just as important as what you post. This is especially true for creators looking to grow their reach. While some conventional advice recommends posting during off-peak windows, our study uncovers more specific recommendations that include posting during prime time.

We examined 22,125 Instagram Reels from 200 top creators, and the findings reveal that smart scheduling significantly improves engagement.

If you’re posting YouTube Shorts without considering when to post, you could be missing out on major engagement. While timing might not be everything, it’s also not nothing. To help creators make smarter scheduling choices, Adobe analyzed over 24,000 Shorts across 280 creators and 12 content categories, from pets and travel to sports and entertainment.

We pinpointed when creators post, when viewers are most active, and what patterns stand out when it comes to views, likes, and comments. Whether you follow the crowd or break the mold, timing could be the secret weapon in your Shorts strategy.

Social media is woven into the fabric of nearly everyone’s lives, from a source of social connection to a vital news feed or even efficient way to shop, search, and organize events. However, each generation approaches social media a little differently– and many, especially younger Americans, are trying to log off.

We wanted to know how each generation is using social media, as well as what platforms came out on top in terms of use, spend, and generational share; to do this, we surveyed nearly 1,000 Americans nationwide on their social media habits. 

Social commerce is no longer just a trend; it’s reshaping how consumers discover, evaluate and purchase products. Fueled by younger generations, platforms such as TikTok Shop, Instagram Shops, and YouTube Shopping have transformed shopping into an interactive, content-driven journey. By 2030, the social commerce market is projected to reach $5.32 billion to $8.5 trillion, making it one of retail’s fastest-growing sectors.