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Forty to seventy percent of respondents reported using them more often than a year ago, with most hovering around 50%. Even legacy platforms showed momentum: Among Facebook users, for example, 50% say they use it more than they did a year ago.

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 The survey also showed an expected theme across platform usage: Consumer preference is highly fragmented by generation. TikTok, Instagram, Discord, Roblox, and Twitch all skew younger, showing a 20–30 percentage point usage gap between Gen Z and Gen X. Facebook and traditional media like cable television skew older, with the reverse gaps of roughly 15–20 points.","absoluteBoundingBox":{"x":5313.0,"y":4011.0,"width":355.0,"height":1680.0},"isolatedAbsoluteRenderBounds":{"x":5313.10546875,"y":4015.75390625,"width":352.91015625,"height":1673.12109375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,389.0]],"size":{"x":355.0,"y":1680.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.854901969432831,"g":0.800000011920929,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Consumer usage of digital media platforms is only intensifying: 61% of respondents agreed that online platforms play a bigger role in their life now than they did a year ago. That trend wasn’t limited to particular platforms; rather, it was seen across every digital platform in the survey.

Forty to seventy percent of respondents reported using them more often than a year ago, with most hovering around 50%. Even legacy platforms showed momentum: Among Facebook users, for example, 50% say they use it more than they did a year ago.

Among the top platforms showing increased usage were AI search, sports-betting platforms, and TikTok — each delivering something distinctly new and useful as consumers rewrite their digital habits. Respondents pointed to AI search’s in‑depth, tailored answers and intuitive user experience as the primary drivers of increased usage. Sports-betting platforms were also praised for their ease of use, as well as enhancing the live sports-viewing experience, which has long been a stronghold for consumer attention and media spend. When it came to TikTok, respondents cited the breadth of content and the platform’s peer-to-peer influence.
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Among the top platforms showing increased usage were AI search, sports-betting platforms, and TikTok — each delivering something distinctly new and useful as consumers rewrite their digital habits. Respondents pointed to AI search’s in‑depth, tailored answers and intuitive user experience as the primary drivers of increased usage. Sports-betting platforms were also praised for their ease of use, as well as enhancing the live sports-viewing experience, which has long been a stronghold for consumer attention and media spend. When it came to TikTok, respondents cited the breadth of content and the platform’s peer-to-peer influence.
 The survey also showed an expected theme across platform usage: Consumer preference is highly fragmented by generation. TikTok, Instagram, Discord, Roblox, and Twitch all skew younger, showing a 20–30 percentage point usage gap between Gen Z and Gen X. Facebook and traditional media like cable television skew older, with the reverse gaps of roughly 15–20 points.","absoluteBoundingBox":{"x":3125.0,"y":3270.861328125,"width":1080.0,"height":600.0},"isolatedAbsoluteRenderBounds":{"x":3125.10546875,"y":3275.615234375,"width":1072.21875,"height":593.3671875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,705.0]],"size":{"x":1080.0,"y":600.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.854901969432831,"g":0.800000011920929,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Consumer usage of digital media platforms is only intensifying: 61% of respondents agreed that online platforms play a bigger role in their life now than they did a year ago. That trend wasn’t limited to particular platforms; rather, it was seen across every digital platform in the survey.

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\nThe survey also showed an expected theme across platform usage: Consumer preference is highly fragmented by generation. TikTok, Instagram, Discord, Roblox, and Twitch all skew younger, showing a 20–30 percentage point usage gap between Gen Z and Gen X. 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industries, marketers are constantly vying to identify the most powerful strategies for engaging consumers. Each year, this task grows a bit more complex as platforms and their offerings reshape and expand. As marketers respond to pressure from CFOs, board members, and other stakeholders to justify investment in emerging channels, it’s imperative that they know which signals point to effectiveness in reaching new audiences, building authentic connections, and driving strong performance. To better understand which channels and platforms present the greatest opportunities in 2026 and beyond, GALE surveyed more than 1,200 U.S. consumers to evaluate their relationships with traditional and emerging media. The findings highlight a few key factors for brands to consider: platform momentum, ability to capture and hold attention, and inherent capacity to provide trust. A clear standout was community-centric spaces where brands can build real connections, with authority, rather than chase massively scaled but empty impressions. Nearly 70% of respondents prefer using online platforms that feel like a community — and social currency is central to shaping that type of environment.
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the survey respondents, their peers — specifically friends and family — were especially trusted. In fact, 80% of respondents said they would be more interested in a brand if they heard their friends talking positively about it. Across categories — electronics, finance, hospitality, food/beverage, health/wellness, and more — customer reviews and friends/family are considered the most influential sources of brand and product endorsements. They outrank subject-matter experts, journalists, AI assistants, creators, and celebrities. Journalists ranked lowest across the board, only slightly ahead of AI assistants in travel and hospitality. While influencers and creators did not top the influence list, they remain powerful drivers of perception, purchase, and loyalty within their communities. Context matters: A nameless creator might not have a theoretical influence, but one that an individual feels personally connected to — and that is part of or fostering a community they love — can be highly persuasive. 

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