The statistics are staggering: in The United States, 77% of the population had a social media profile in 2018. As history has taught us, where people are, companies will follow. Companies are well aware of the importance of incorporating social media into their omnichannel marketing strategies, and understand its potential impact both on soft metrics (awareness, likes, mentions etc.) as well as its real impact on their bottom line. 

But are all social media sites equally effective across different industries and audiences? And if they are successful at engaging consumers, does that impact a company’s bottom line?

To answer these questions, we conducted an online quantitative survey among 500 social media users in the US, 13 years old or older. For the purposes of this paper, we focused our analysis on two different audiences: Gen Z (defined as ages 13-22) and Millennials (defined as ages 23-38).

This report highlights a number of key takeaways, including:

• Most popular social media sites by generation

• Which industries Millennials and GenZ’ers are most likely to engage with on social media (and which industries they do not engage with or communicate with on social media)

• Which social media sites tend to have the highest purchase conversion rate

• Momentum and forward looking trends among the various social media sites

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