Facebook Engagement Rates: Gen Z vs. Boomers

In the evolving landscape of social media, Facebook remains a dominant platform, yet its user engagement patterns vary significantly across generations. As of 2023, data indicates that while both Gen Z (born 1997–2012) and Baby Boomers (born 1946–1964) maintain a presence on the platform, their interaction levels, content preferences, and usage motivations diverge sharply. This fact sheet examines these differences in depth, drawing on the latest surveys and digital analytics to highlight how generational cohorts shape Facebook engagement trends.

This analysis begins with a broad overview of current engagement statistics, followed by detailed demographic breakdowns, trend analyses over time, and specific behavioral contrasts between Gen Z and Boomers. The goal is to provide a comprehensive, data-driven understanding of how these two generations interact with Facebook in 2023. Subsequent sections will explore the implications of these trends for digital communication and social media strategy.

Section 1: Overview of Facebook Engagement in 2023

Facebook, with over 2.9 billion monthly active users worldwide as of Q2 2023, continues to be a leading social media platform across age groups (Meta Investor Relations, 2023). In the United States, approximately 68% of adults report using Facebook, though engagement rates—defined as the frequency of likes, comments, shares, and posts—vary widely by demographic segment. According to Pew Research Center surveys conducted in early 2023, overall engagement among U.S. users has remained relatively stable since 2021, with an average of 49% of users engaging with content daily.

However, generational differences are stark. Gen Z users, despite having a smaller share of Facebook’s user base at 29% of total U.S. users, exhibit sporadic but highly targeted engagement, often focusing on specific interest groups or events. In contrast, Baby Boomers, who represent 26% of U.S. users, demonstrate more consistent daily interaction, with 62% engaging at least once per day compared to only 38% of Gen Z users (Pew Research Center, 2023).

Section 2: Demographic Breakdown of Facebook Users

2.1 Gen Z (Ages 11–26 in 2023)

• User Base: Approximately 29% of U.S. Facebook users fall into the Gen Z category, totaling about 22 million users as of 2023.
• Gender Split: Engagement is slightly higher among Gen Z females (41% daily engagement) compared to males (35%).
• Racial/Ethnic Composition: Among Gen Z users, 51% are White, 24% Hispanic, 14% Black, and 6% Asian, with engagement rates relatively consistent across these groups (Pew Research Center, 2023).

Gen Z’s presence on Facebook is notably lower compared to platforms like Instagram (71% usage) and TikTok (67% usage), reflecting a generational shift toward visually driven and ephemeral content. When they do engage on Facebook, it is often through event pages (used by 54% of Gen Z users) or marketplace features (42%).

2.2 Baby Boomers (Ages 59–77 in 2023)

• User Base: Boomers account for 26% of U.S. Facebook users, or roughly 20 million individuals.
• Gender Split: Engagement is marginally higher among Boomer females (64% daily engagement) than males (60%).
• Racial/Ethnic Composition: Boomers on Facebook are predominantly White (78%), with 10% Hispanic, 8% Black, and 2% Asian, showing slightly higher engagement among White users (65% daily) compared to other groups (Pew Research Center, 2023).

Boomers remain one of the most active cohorts on Facebook, using the platform as a primary tool for social connection and news consumption. Notably, 73% of Boomers report using Facebook to stay in touch with family, compared to just 48% of Gen Z users.

Section 3: Engagement Metrics and Behavioral Trends

3.1 Frequency of Engagement

• Gen Z: Only 38% of Gen Z users engage daily, with 44% engaging weekly and 18% less than once a week. Their engagement often spikes around specific events or trends, with a 12% increase in activity during major cultural moments like music festivals or political debates (Pew Research Center, 2023).
• Baby Boomers: In contrast, 62% of Boomers engage daily, with 28% engaging multiple times a day. Their activity shows less fluctuation, maintaining steady interaction year-round, with only a 5% uptick during holidays or family events.

This discrepancy highlights Gen Z’s episodic usage versus Boomers’ habitual engagement. Gen Z users are more likely to log in for targeted purposes, while Boomers treat Facebook as a routine part of their digital lives.

3.2 Types of Engagement

• Gen Z: Among Gen Z users, 58% primarily engage through likes and reactions, 31% comment on posts, and only 19% share content. Posting original content is relatively rare, with just 14% creating posts weekly, often favoring visual content like photos or short videos.
• Baby Boomers: Boomers show a more balanced engagement profile, with 67% liking or reacting to posts, 52% commenting, and 41% sharing content. Additionally, 29% post original content weekly, often in the form of status updates or family photos (Pew Research Center, 2023).

These patterns suggest that Boomers are more conversational and community-oriented on the platform, while Gen Z’s interactions are more passive and selective. Gen Z users also tend to engage with branded or influencer content (43%) compared to Boomers (22%).

3.3 Content Preferences

• Gen Z: Content preferences for Gen Z lean toward entertainment and niche interests, with 61% engaging with memes or humor pages, 47% following influencers, and 39% participating in hobby-based groups. Political content engagement is lower at 18%, reflecting a preference for apolitical spaces.
• Baby Boomers: Boomers prioritize personal and informational content, with 76% engaging with family and friend updates, 64% following local news pages, and 53% interacting with political content. Only 14% engage with entertainment-focused pages like memes or viral videos (Pew Research Center, 2023).

This divergence underscores generational priorities, with Gen Z seeking escapism and Boomers focusing on connection and current events. The political engagement gap is particularly notable, as Boomers are nearly three times more likely to interact with such content.

Section 4: Year-Over-Year Trends (2019–2023)

4.1 Gen Z Engagement Trends

• Decline in Usage: Gen Z’s overall Facebook usage has declined by 15% since 2019, dropping from 44% of the cohort to 29% in 2023. Engagement frequency has similarly decreased, with daily engagement falling from 46% in 2019 to 38% in 2023.
• Shift in Purpose: There has been a 20% increase in event-based engagement since 2021, indicating a shift toward using Facebook as a logistical tool rather than a primary social space (Pew Research Center, 2023).

The steady decline reflects competition from newer platforms like TikTok and Snapchat, which better align with Gen Z’s preference for short-form, dynamic content. However, spikes in engagement during specific cultural or social events suggest Facebook retains relevance for targeted interactions.

4.2 Baby Boomer Engagement Trends

• Stable Growth: Boomer usage has remained stable, with a slight 3% increase in user base since 2019 (from 23% to 26% of total U.S. users). Daily engagement has risen from 57% in 2019 to 62% in 2023.
• Increased Sharing: Content sharing among Boomers has grown by 10% since 2021, particularly for news articles and political opinions, reflecting a 15% rise in news consumption via the platform (Pew Research Center, 2023).

Boomers’ consistent engagement underscores Facebook’s role as a trusted platform for older adults, particularly as a source of information and social connection. The uptick in sharing behavior may correlate with increased digital literacy and comfort with the platform over time.

Section 5: Comparative Analysis: Gen Z vs. Boomers

5.1 Engagement Intensity

Gen Z exhibits lower overall engagement intensity, averaging 2.3 interactions per session (likes, comments, or shares) compared to Boomers’ 4.1 interactions per session. Gen Z sessions are also shorter, averaging 8 minutes per login versus Boomers’ 14 minutes (Pew Research Center, 2023). This suggests a more casual, fleeting relationship with the platform among younger users.

5.2 Motivations for Use

Gen Z primarily uses Facebook for utilitarian purposes, with 54% citing event planning and 42% using Marketplace as key motivators. In contrast, 73% of Boomers cite staying connected with family and friends as their primary reason, followed by 58% using it for news updates. These differences highlight contrasting social and functional priorities across generations.

5.3 Response to Platform Features

Gen Z shows a 30% higher engagement rate with video content compared to Boomers, particularly short-form clips under 1 minute. Boomers, however, are 25% more likely to engage with long-form articles or posts exceeding 100 words (Pew Research Center, 2023). Algorithmic changes favoring video content may thus disproportionately impact Gen Z engagement in the future.

Section 6: Notable Patterns and Shifts

• Digital Migration of Gen Z: The ongoing migration of Gen Z to platforms like TikTok and Instagram has resulted in a 15% year-over-year decline in their Facebook engagement since 2021. However, their event-driven spikes suggest Facebook retains situational relevance.
• Boomer Retention: Boomers show no significant migration to other platforms, with 85% reporting Facebook as their primary social media tool in 2023, up from 81% in 2021. Their engagement remains insulated from trends affecting younger cohorts.
• Polarization in Content: Political content engagement among Boomers has risen by 8% since 2020, while Gen Z’s engagement with such content has dropped by 5% over the same period, indicating a widening generational gap in content focus (Pew Research Center, 2023).

These patterns suggest that Facebook’s user base may increasingly skew older as younger generations diversify their digital presence. However, the platform’s utility features (e.g., events, Marketplace) continue to anchor Gen Z’s intermittent engagement.

Section 7: Contextual Background

Facebook, launched in 2004, initially targeted younger users but has evolved into a multi-generational platform. Its acquisition of Instagram in 2012 and focus on features like Marketplace and Groups have broadened its appeal, yet generational preferences continue to shape usage. Gen Z, growing up in a mobile-first, app-diverse environment, often views Facebook as outdated compared to newer platforms, while Boomers, who adopted it later in life, see it as a reliable hub for communication and information.

Economic and cultural factors also influence engagement. Gen Z’s focus on Marketplace aligns with their cost-conscious behaviors, with 42% citing it as a key feature compared to 19% of Boomers. Meanwhile, Boomers’ higher political engagement reflects their greater interest in civic discourse, particularly among those aged 65–77 (Pew Research Center, 2023).

Section 8: Conclusion

This fact sheet illustrates the stark contrasts in Facebook engagement between Gen Z and Baby Boomers in 2023. While Gen Z demonstrates lower frequency and intensity of use, their engagement spikes around specific interests and events, reflecting a utilitarian approach. Boomers, conversely, exhibit consistent, high-frequency interaction driven by social connection and information-seeking behaviors.

Demographic breakdowns reveal nuanced differences within each cohort, particularly by gender and content preference, while year-over-year trends highlight Gen Z’s gradual disengagement and Boomers’ enduring loyalty. These findings underscore the evolving role of Facebook in the social media ecosystem and its varying relevance across generations.

Methodology and Attribution

This fact sheet is based on data collected through Pew Research Center surveys conducted between January and March 2023, involving a nationally representative sample of 10,042 U.S. adults. The margin of error for the full sample is ±1.5 percentage points at the 95% confidence level. Engagement metrics were supplemented by digital analytics provided through partnerships with social media tracking firms, ensuring robust measurement of user interactions.

Additional data on global user statistics was sourced from Meta’s Investor Relations reports for Q2 2023. Demographic breakdowns were weighted to reflect U.S. Census Bureau estimates for age, gender, race/ethnicity, and education. For further details on survey methodology, including question wording and sampling techniques, refer to the Pew Research Center’s online methodology archive at www.pewresearch.org/methodology.

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