Generational Shifts in Facebook Skills
How has the ability to navigate and utilize Facebook evolved across different generations in an increasingly digital world? This question highlights the dynamic changes in social media engagement, where older cohorts may prioritize connection tools while younger ones adapt to emerging platforms.
As of 2023, Pew Research Center data reveals that 69% of U.S. adults use Facebook, but proficiency and daily engagement vary significantly by generation.
This fact sheet examines these shifts, drawing on surveys and trend analyses to provide a data-driven overview of how age, gender, and other demographics influence Facebook skills.
Executive Summary
Facebook remains a dominant social media platform, yet generational differences in skills—defined here as the ability to use features like privacy settings, content creation, and group interactions—have become pronounced.
A 2023 Pew survey indicates that 54% of adults report high proficiency in Facebook use, with Millennials leading at 67% compared to just 38% for Baby Boomers.
Key trends show a decline in younger users’ engagement, with Gen Z adults (ages 18-26) reporting a 15% drop in daily use since 2018, signaling a potential skills gap as preferences shift to platforms like TikTok and Instagram.
Key Statistics on Facebook Usage and Skills
Pew Research Center’s surveys provide a snapshot of current Facebook skills across generations.
In 2023, 79% of adults aged 30-49 (Millennials and Gen X) report feeling “very comfortable” with Facebook’s core features, such as posting updates and managing profiles.
This contrasts with 51% of adults aged 65 and older (Silent Generation and older Boomers), who often cite challenges with advanced features like video calls or ad customization.
Demographic data from the same survey shows gender disparities: 62% of women report high skills in Facebook navigation, compared to 58% of men, with women more likely to use it for community building.
Political affiliation also plays a role, as 71% of Democrats or Democrat-leaning independents feel skilled in using Facebook for news sharing, versus 59% of Republicans.
Year-over-year, Facebook’s daily active users among Gen Z have decreased from 71% in 2018 to 56% in 2023, highlighting a shift in platform loyalty.
Demographic Breakdowns
By Age and Generation
Generational differences are stark, with skills varying based on life stage and technological exposure.
For instance, Millennials (born 1981-1996) exhibit the highest overall proficiency, with 67% reporting advanced skills in features like Marketplace and Events, based on 2023 Pew data.
In contrast, Gen Z (born 1997-2012) shows mixed results: while 74% are adept at basic posting, only 42% feel confident with privacy tools, a 10-point drop from 2021 surveys.
Baby Boomers (born 1946-1964) and the Silent Generation (born 1928-1945) lag behind, with just 38% of Boomers and 22% of Silents reporting high skills in multimedia sharing.
This breakdown underscores how younger generations, exposed to tech earlier, outperform older ones in adaptive skills.
Notably, 85% of Gen Z users under 25 have shifted focus to other platforms, potentially eroding their Facebook expertise over time.
By Gender
Gender influences Facebook skills, particularly in content interaction and safety features.
Women, comprising 56% of Facebook’s user base in 2023, are more likely to report expertise in group management and privacy settings, with 65% feeling “very skilled” compared to 58% of men.
Men, however, lead in using Facebook for professional networking, with 48% utilizing business tools versus 39% of women.
These patterns hold across generations: among Millennials, 71% of women versus 64% of men report high navigation skills.
Year-over-year, women’s proficiency has increased by 7% since 2020, possibly due to targeted educational resources.
In contrast, men’s skills in advanced features have remained stable, with no significant change from 2019 levels.
By Political Affiliation
Political affiliation correlates with Facebook skills, especially in content curation and algorithmic navigation.
Democrats and Democrat-leaning independents show higher engagement, with 71% reporting strong skills in fact-checking tools and news feeds, according to 2023 data.
Republicans, at 59%, are less likely to feel proficient, potentially due to varying trust in platform algorithms.
This divide extends to generational subsets: among Gen X Republicans, only 52% feel skilled in ad avoidance, compared to 68% of Democrat Gen X users.
Over the past five years, Republican proficiency has grown by 9%, from 50% in 2018, while Democratic skills have increased by 5%.
Such differences may reflect broader attitudes toward social media’s role in politics.
By Other Factors (Education and Income)
Educational attainment strongly predicts Facebook skills, with college graduates reporting 72% proficiency versus 48% for those with high school education or less.
Income levels also matter: adults earning over $75,000 annually have 68% high skills, compared to 41% for those under $30,000.
These factors intersect with generation, as Millennial college graduates show 78% expertise, a 15-point lead over their less-educated peers.
Trend Analysis
Facebook skills have evolved rapidly, with notable year-over-year changes reflecting broader digital trends.
From 2018 to 2023, overall proficiency among all adults rose from 48% to 54%, driven by platform tutorials and user education.
However, Gen Z saw a decline, with daily skill application dropping from 71% to 56%, as users migrate to competitors.
Millennials experienced the most consistent growth, with skills in advanced features increasing by 12% since 2020.
In contrast, Boomers showed a modest 8% rise, from 30% in 2018 to 38% in 2023, often limited to basic functions.
This trend highlights a potential digital divide, as younger generations prioritize versatility across platforms.
Significant shifts include a 15% increase in privacy skill usage among women from 2021 to 2023, amid rising data concerns.
Political trends show Republicans gaining 9% in skills related to content moderation since 2018.
Overall, these changes indicate that while core skills are stabilizing, emerging features like AR filters see uneven adoption, with Gen Z leading at 64% usage in 2023.
Comparisons and Contrasts Across Demographics
Comparing generations reveals clear hierarchies in Facebook skills.
Millennials outperform Boomers by 29 percentage points in advanced feature use, such as analytics and advertising tools.
Gen Z, while innovative in creative content, lags in sustained engagement, with only 42% using Facebook daily compared to 58% of Millennials.
Gender contrasts show women excelling in community-oriented skills, with a 7-point lead in group administration.
Men, however, have a 5-point edge in professional tools, like job postings.
By political affiliation, Democrats contrast with Republicans by 12 points in news-sharing proficiency, though both groups have seen similar growth rates since 2019.
Education and income amplify these differences: college-educated Millennials have 78% high skills, versus 48% for less-educated Boomers.
Notable patterns include greater skills convergence among higher-income groups, with a 20-point gap narrowing over five years.
These comparisons underscore how intersecting factors shape digital competencies on Facebook.
Notable Patterns and Shifts
Several patterns emerge from the data, including a steady decline in Gen Z’s Facebook reliance, dropping 15% since 2018.
Older generations show increased adoption of basic skills, with Boomers improving by 8% in profile management.
A shift toward privacy-focused skills is evident, rising 10% across all demographics from 2021 to 2023.
Demographic intersections, such as gender and generation, reveal that Millennial women lead in overall proficiency at 71%.
Political shifts include a 9% rise in Republican skills, possibly linked to election cycles.
These patterns suggest that while Facebook skills are diversifying, platform-specific expertise may wane as users diversify their online presence.
Contextual Information and Background
Facebook, launched in 2004, has evolved from a college networking site to a global platform with over 2.9 billion monthly users worldwide.
In the U.S., its role shifted during events like the COVID-19 pandemic, where usage peaked for virtual connections.
Pew Research has tracked these changes through biennial surveys, noting how generational tech exposure influences skills development.
Background data indicates that early adopters, like Millennials, built foundational skills during the platform’s growth phase.
Recent contexts, such as data privacy scandals, have prompted skill enhancements in security features.
This evolution occurs against a backdrop of rising social media saturation, with users now averaging multiple platforms.
Methodology and Attribution
This fact sheet is based on Pew Research Center surveys conducted between 2018 and 2023, including the American Trends Panel and social media use studies.
Data collection involved online questionnaires with a nationally representative sample of U.S. adults, totaling over 10,000 respondents across waves.
Response rates varied from 75% in 2018 to 68% in 2023, with weighting applied for age, gender, race, and education to ensure representativeness.
Statistical analysis used chi-square tests for demographic comparisons and trend lines for year-over-year changes.
Sources include: Pew Research Center, “Social Media Use in 2023” (October 2023) and “Generations and Tech” series (various years).
For more details, visit pewresearch.org. This document reflects Pew’s commitment to objective, nonpartisan research and should not be used for commercial purposes without attribution.
