Fresh Pew numbers on where attention starts by platform and age
New Pew data shows social media is a major news source, especially for younger adults. These numbers can help you choose the right platform and shape content to fit how people use it.
This matters now because people are not just using social platforms for entertainment. They are using them to keep up, learn what is happening and make sense of the day, which shapes what they notice from local businesses too. [1][3]
The newest Pew data gives a clearer picture of where attention is actually coming from by platform and age. For a small business owner, that helps with two decisions: where to post, and what kind of post is most likely to feel relevant on each platform. [1][2][4]
The big picture: social is part of how people stay informed
59%
That number matters because it shows social media is not a side channel. For many people, it is part of their daily habit of checking what matters. A local business does not need to act like a newsroom, but it does need posts that help people quickly understand something useful, timely or worth remembering. [1]
58%
There is a practical difference between people who happen to see news on social media and people who think social media is important for keeping up. That second group is telling you they actively rely on these platforms. For your content, that means updates, explainers and simple point-of-view posts can fit naturally, especially when they answer common customer questions. [3]
Where the broadest attention still sits
40%
34%
For reach across age groups, Facebook and YouTube are still the safest bets. If you run a cafe, salon, gym, trade business or local service, this is a reminder not to ignore established platforms while chasing newer ones. Broad-audience posts, customer FAQs, local updates and short educational videos still make sense here. [1]
Pew also found that YouTube and Facebook are the most widely used platforms overall, with 84% of U.S. adults using YouTube and 70% using Facebook. That helps explain why they remain strong places to earn attention, even as habits change elsewhere. [2][4]
TikTok and Instagram matter most when you want younger attention
39%
TikTok is not the biggest platform overall, but it is a strong attention source for younger adults. If your business wants to reach people in their late teens, twenties or early forties, short video that teaches, shows, compares or reacts can do more than polished promotion. Think before-and-after examples, quick answers, staff faces and real moments from the business. [2][4]
Instagram belongs in that plan too. Pew found that 23% of U.S. adults regularly get news on Instagram, and 46% of Instagram users say they regularly get news there. That suggests people are open to informative content on Instagram, not just pretty visuals. [1]
Age should shape your content mix
76%
41%
This is why one post style rarely works for everyone. Younger audiences are more likely to treat social as a primary way to keep up, so they may respond well to faster, more conversational posts. Older audiences are still there, but may need clearer context, more direct wording and steadier repetition of key messages. [3]
Platform usage data reinforces that split. TikTok use is 65% among adults ages 18 to 29, 45% among ages 30 to 49, 31% among ages 50 to 64 and 11% among those 65 and older. Instagram shows a similar pattern, while Facebook is more evenly spread across age groups. [4]
For a small business, that means your content mix should be intentional. Use TikTok and Instagram for short, personality-led content aimed at younger audiences. Use Facebook for wider local visibility and repeat reminders. Use YouTube when you have a useful demo, explanation or answer that benefits from a bit more depth. [1][2][4]
What to do this week
- Pick one audience age group you want to reach first, then choose the platform that best matches Pew’s usage patterns for that group. [2][3][4]
- Turn one common customer question into a short TikTok or Instagram video, and post the same idea on Facebook with clearer text and context. [1][2][4]
- Review your last ten posts and mark which ones were informative, not just promotional. Aim to increase the share that teach, explain or update. [1][3]
- If you already make video, test one simple YouTube post that answers a practical question customers ask all the time. [1][4]