When broken down into age categories, 77% of millennials surveyed said they are active on Facebook daily, with Instagram coming in second at 70%, followed by YouTube at 66%. Sixty-eight percent of Generation X are active on Facebook daily, followed by YouTube at 46% and Instagram at 39%.
Lastly, 52% of baby boomers are active on Facebook daily, followed by YouTube at 12% and Twitter and Instagram tying for third at 9%.
The report also illustrates the role Facebook plays in consumerism with 67% of millennials, 48% of Gen X and 22% of boomers agreeing that their purchase decisions are influenced by someone they follow on the platform.
"Instagram's rise in popularity over the past few years has led brands to invest heavily into ads and influencers on this platform, but our new data is going to have them re-thinking their social media strategies," said Founder and 5WPR founder and CEO Ronn Torossian. "As the most used social platform across all generations, there is still a huge opportunity to connect with customers on Facebook, and leverage its dominant clout."