Sprout Social has recently released a new study breaking down the various social platform habits of Millennials, Generation X, and Baby Boomers.

Millennials represent untapped product potential

According to Sprout Social’s data, Millennials are the leading user base of Snapchat (23.3%), Instagram (22.2%), YouTube (11.5%), and Twitter (7.55%).

Facebook usage shows Generation X and Baby Boomers utilising the platform at twice the adoption as Millennials, marking a major shift in trends amongst varying age groups.  

Younger consumers follow brands for entertainment and info

Among the differences in social platform consumption between all three demographics is the purpose for following a brand.

Generation X is more interested in contests and promotions, while Baby Boomers focus on the same except with 53% more interest in product info.

According to Sprout Social, Millennials are less likely to unfollow brands with offensive posts in contradiction to personal worldviews. Their demographic also shows the least resistance to spam marketing.

In an evolving era of social platform marketing, Millennials may prove to have the thickest skin with less concern for political correctness.