Your assumptions about who uses social media are dead wrong.
Let me guess.
You think Gen Z lives on TikTok, Millennials dominate Instagram, Gen X barely uses social media, and Baby Boomers are still watching cable TV.
I thought the same thing.
Until I dug into the data from Sprout Social, CivicScience, and Deloitte’s latest research.
What I found really made me question everything I believe about media consumption in 2025.
The Number That Changed Everything
90% of ALL consumers now choose social media over traditional media for trends and cultural moments.
Say What???
Not just Gen Z. Not just Millennials.
ALL generations.
But here’s where it gets weird.
Plot Twist #1: Baby Boomers Are Social Media Addicts
83.9% of Baby Boomers say social media improves their lives.
Compare that to:
- 71.6% of Gen X
- 66.4% of Millennials
Baby Boomers are more positive about social media than their kids.
I believe this because my mom WhatsApp’s the family group now with funny Church tiktoks and special natural remedy’s from youtube.
I believe it.
Social media usage among adults 45+ doubled from 7% to 12% spending 4+ hours daily on social platforms.
While everyone obsesses over Gen Z’s screen time, your parents and grandparents are quietly becoming the most engaged social media users on the planet.
Yeap!! the, awesome students I work with are mainly above 50, and they are scouring social media for their comedic relief and using it to research interesting plants that they found to see if they are good for the body.
Plot Twist #2: Traditional Media Is Dying Faster Than Anyone Realized
- Traditional TV viewing crashed to 2 hours 48 minutes daily in 2025. Down from 3 hours 16 minutes in 2021.
- Meanwhile, digital video consumption hits 4 hours daily. That’s a one-hour gap favoring digital.
- Cable TV dropped from 34.4% to 29.6% in just one year.
Traditional media isn’t declining. It’s collapsing.
You might have noticed the late-night shakeups trending right now, like the firings of Stephen Colbert and Jimmy Kimmel. While those headlines grab attention, the real story is that traditional media has already seen the writing on the wall. With streaming platforms and social media dominating viewer habits, networks are adjusting to a digital-first reality and claiming those airwaves for something else.
Plot Twist #3: The Wellness Revolution Is Happening Where You Least Expect It
This media migration isn’t just about entertainment.
It’s reshaping how every generation consumes health and wellness information.
- Gen Z: 42.9% get daily news from social media, treating TikTok as their personal health advisor.
- Millennials: 88% get wellness news from Facebook, not their doctor’s office.
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3. Gen X: 84% use Facebook for customer service, including health-related inquiries.
4. Baby Boomers: 79% turn to Facebook for customer care, making it their primary health information source.
Your grandmother is getting medical advice from Facebook.
Your teenager is learning about mental health from TikTok.
Your boss is researching supplements on Instagram.
The Data That Broke My Brain
I spent weeks analyzing media consumption patterns.
Here’s what no one is talking about:
a) Baby Boomers have the highest brand loyalty when companies treat them right.
- They have the most disposable income for wellness products. 88% actively use Facebook more than any other generation uses any platform.
b) Gen X spends 7 hours weekly on social media more total time than Millennials.
- But only 18% use social for information searches vs. 46% of Gen Z.
c) Millennials manage 8.4 social media accounts on average
d) Gen Z has an 8-second attention span
- However, only 40% prefer searching TikTok over Google for health information.
Why This Matters for Wellness
92% of consumers trust influencer recommendations over traditional ads.
- Most wellness brands are targeting the wrong generations with the wrong messages on the wrong platforms.
- They’re chasing Gen Z on TikTok while ignoring Baby Boomers on Facebook.
Big mistake.
Baby Boomers have the money.
Gen X has the buying power.
Millennials have the research obsession.
Gen Z has the influence.
You need all four.
The Platform Wars Are Over
- Facebook won the 40+ crowd. Facebook remains the top customer service channel for Gen X, Millennials, AND Baby Boomers. But its changing…so dont get too comfortable.
- TikTok captured the wellness seekers. 77% of Gen Z uses TikTok for product discovery.
- YouTube bridges everyone. 60% of Gen Z and 47% of Baby Boomers actively use the platform.
- Instagram drives shopping decisions. 61% of users turn to Instagram to find their next purchase.
The winning strategy? Be everywhere. STRATEGICALLY!
The Dark Side Nobody Talks About
This media shift comes with serious consequences.
- Users increasingly rely on social media to self-diagnose mental health conditions.
2. Confirmation bias creates misdiagnosis cycles.
3. 50% of Millennials feel guilty about social media scrolling but can’t stop consuming wellness content.
4. Traditional healthcare struggles to compete with accessible, always-available social media “experts.”
What This Means for You
- If you’re a wellness brand: Stop thinking in demographics. Start thinking in conversations that span all generations.
- If you’re Gen Z: Your influence extends beyond your generation. Baby Boomers are watching your content.
- If you’re a Millennial: You’re the bridge generation. Use your research obsession to fact-check wellness information.
- If you’re Gen X: You have the highest spending power with the least brand competition. Demand better.
- If you’re a Baby Boomer: You’re the most engaged and trusting social media users. Share your wisdom.
The Bottom Line
The 90% statistic isn’t just a number.
It’s a declaration of independence from traditional media gatekeepers.
Every generation is part of this revolution.
The wellness industry will never be the same.
The question isn’t whether you’ll adapt to this new reality.
It’s whether you’ll help shape it or get left behind.
The revolution isn’t being televised. It’s being posted, shared, and lived in real-time across every social platform.
Were you shocked by the statistics? If so, leave a comment, lets continue the discussion below 👇🏿👇🏿👇🏿. I would love to hear your opinions. 🤓
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