People may be spending less time on Facebook (just the blue app, not Instagram), but it certainly isn’t going anywhere.

The number of Gen Z Facebook users in the US is expected to jump from 49.0% of the cohort (33.9 million users) in 2024 to 56.9% (40.5 million users) in 2028, per our forecast.

Facebook's features outside of direct social communication—such as event organizing, niche community groups, and Facebook Marketplace—make it a useful tool. Among Gen Z Facebook buyers (ages 15 to 26), 75.0% made a purchase on Marketplace in the past 12 months.