How many Americans use social media in 2025 and how do they engage?

In our May 2025 survey, 99% of Americans use social media. About half prefer some engagement, 43% mainly consume content without posting or liking, and only ~7% prefer posting. This reflects a predominantly consumption-first behavior pattern across platforms.

Which platforms are favorites, get the most time, and drive the most shopping?

Facebook and TikTok tie as favorite platforms. Facebook commands the most time spent overall, and Facebook Marketplace leads social commerce activity for shopping. These superlatives highlight Facebook’s utility and TikTok’s cultural pull.

How is social media use changing in 2025?

Over 2 in 5 Americans (41%) are reducing social media time, and 16% have quit at least one app—often TikTok, X/Twitter, or Facebook/Instagram. Roughly a quarter of quitters migrate to another app, indicating shifting attention rather than full abandonment.

What tools help Americans cut back on social media?

About 1 in 4 Americans use screen-time apps or blockers to manage access and reduce usage. Among the ~1% not on social at all, none reported feeling they’re missing out, suggesting limited FOMO for complete non-users.

What are the most effective ways to reach Americans who are off social?

Top alternatives include email, newsletters, and flyers/out-of-home (OOH) advertising. These channels offer direct reach, repeat exposure, and independence from social algorithms—useful when audiences intentionally reduce or avoid social platforms.

How are community platforms like Reddit, Pinterest, Discord, and Substack used?

Two-thirds of Americans use Reddit, primarily to find like-minded groups; 17% of Boomers go there first for product reviews. Pinterest skews young (54% Gen Z vs. 43% overall). Discord reaches 40% of Americans (18% pay; ~50% Gen Z). Just over 1 in 5 use Substack; 26% pay.

How are Americans using social platforms as a search alternative?

For reviews, 60% start on Google, but over 1 in 10 Gen Z/Millennials prefer Reddit; only about half of Gen Z default to Google, and 10% of Boomers check YouTube first. For products, 48% start on Google, 1 in 3 Boomers go to Amazon, and 1 in 10 Gen Z start on TikTok.

How do Gen Z use TikTok for recipes and discovery?

Nearly 1 in 3 Gen Z (28%) use TikTok over Google to find recipes, reflecting a broader shift toward social-first discovery. TikTok’s short-form video and creator recommendations accelerate idea finding and lower the barrier to trial.

What are Facebook usage and shopping habits by generation?

Overall, 86% use Facebook: Boomers 87%, Gen X 82%, Millennials 87%, Gen Z 90%. Users average ~2 hours daily (Gen Z/Millennials ~2:12; Boomers just over 90 minutes). About 1 in 10 use Facebook for news. Users spent ~$133 on Facebook Marketplace last month.

How is TikTok used across generations, and how much time do users spend?

TikTok usage: 56% overall; Gen Z 79%, Millennials 58%, Gen X 45%, Boomers ~33%. Average time is ~2:36 daily (Gen Z ~3:00; Millennials/Boomers ~2:30; Gen X ~2:12). Over one-third use TikTok primarily to track trends; memes/humor are also popular.

How much do people spend on TikTok Shop?

Americans spent an average of $40 on TikTok Shop in the last month. Millennials spent the most (~$50), while Boomers spent the least (~$1). This illustrates strong generational differences in social commerce adoption on TikTok.

What are Instagram adoption and behavior trends in 2025?

Instagram is used by 79% of Americans (Gen Z 89%, Millennials 81%, Gen X 74%, Boomers 57%). Average time is ~1.9 hours/day (Gen Z ~2:18; Boomers ~1:36). Nearly 1 in 3 use it to stay connected; 26% of Gen Z track trends; ~11% primarily browse memes.

How is X/Twitter used, and who relies on it for news?

X (Twitter) is used by 62% of Americans (Gen Z 73%, Millennials 63%, Gen X 56%, Boomers 51%). Average time is ~1:12/day, with Gen Z ~1:36. News leads usage: 37% cite news as their primary reason for logging on.

What’s the survey methodology for these findings?

In May 2025, we surveyed 994 Americans ages 18–75 (average age 41). Gender split: 50% men, 49% women, 1% nonbinary. We examined social usage, time spent, shopping, and search behavior. For media inquiries, contact media@digitalthirdcoast.net.

November 7, 2025

Thriving in Performance Marketing: What Top Employers Look For Today

By PartnerCentric

The performance marketing industry has evolved into one of the most dynamic and forward-thinking spaces in digital marketing. As brands, networks, and agencies continue to innovate, new opportunities are emerging for those who bring not only skills but also a growth-oriented mindset. Our Sr. Director of Talent, Meghan Garcia, covers what employers are looking for today.

The Future Belongs to Innovators

In today’s fast-moving digital economy, success in performance marketing isn’t just about understanding partnerships and performance metrics, it is about embracing change. Leading employers are seeking professionals with an entrepreneurial spirit, those who aren’t afraid to experiment, explore new technologies, and rethink what’s possible.

The rise of AI-powered tools, the growing influence of content creators, and the expanding role of social commerce are reshaping the industry. The most successful performance marketers are the ones who view these trends as opportunities and dive in, learn, and find creative ways to apply them.

The Mindset That Sets You Apart

Today’s top performance professionals share a few key traits:

An entrepreneurial mindset: They take initiative, identify growth opportunities, and act with ownership.
Embrace innovation: They’re excited by AI, data analytics, influencer partnerships, and emerging platforms.
A hands-on approach: They’re equally comfortable strategizing and rolling up their sleeves to make things happen.

A growth mentality: They lead by example, invest in their own development, and inspire those around them.
Effective communicator: Connects brand storytelling to measurable results through partnerships, influencers, and affiliate strategies.

This isn’t an industry for those who want to stand still, it’s for those who thrive on what’s next!

The Biggest Talent Gap in the Industry

From a hiring manager’s perspective, one of the most difficult skill sets to find in performance marketing today isn’t communication or experience, rather it’s adaptability.

The landscape changes constantly: new tracking technologies, shifting data regulations, emerging social platforms, evolving consumer behaviors, and now, the rise of AI. Many professionals get comfortable with what’s familiar but the ones who truly excel are those who stay curious, flexible, and open to transformation.

So how do you develop that adaptability?

Keep learning: Read industry blogs, follow thought leaders, and explore new tools even when they’re outside your comfort zone.
Experiment: Don’t wait for perfect conditions, try, test, fail fast, and learn faster.
Seek feedback: Growth thrives in environments where people challenge and refine each other’s ideas.
Cultivate forward thinking: Don’t just focus on what’s working today, stay curious about what will shape tomorrow.

Succeeding in a Remote-First World

Performance marketing has always been a digitally native industry, built on data, partnerships, and connectivity, not geography. Employers are looking for self-starters who can communicate effectively, manage their time, and collaborate across time zones. The ability to stay engaged, proactive, and adaptable is key.

In a global marketplace, being remote-first like PartnerCentric allows companies to:

Hire top talent from anywhere: Bringing together diverse skill sets, perspectives, and experiences that elevate the work.
Offer clients around-the-clock service: Ensuring support, optimization, and strategy are always moving, no matter the time zone.
More access to networking and industry events: Strengthening relationships and staying on top of innovation and collaboration.

For professionals, thriving remotely means more than just logging in, it’s about staying connected, contributing ideas, and owning your impact, no matter where you’re working from.

Your Opportunity Awaits

Whether you’re an experienced affiliate manager or a digital marketer ready to pivot into the space, this is an exciting time to explore new opportunities. The industry rewards curiosity, innovation, and adaptability, which are the very qualities that define the next generation of performance marketing leaders.

Ready to join performance marketing leaders at PartnerCentric? Check out open roles here.

Learn more

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