The differences can help marketers learn how to speak to each generation

The social media landscape is becoming more and more crowded with data by the day.

Yet, one of the most important stats continues to be who is using social media and how are they using it.

The latest Sprout Social Index reveals generations of consumers are interacting differently with brands on social media, not merely in terms of engagement, but in purchasing activity as well.

Nearly seven in ten Gen Xers will likely purchase something from a brand they follow — more than any other generation surveyed.

Conversely, baby boomers are more likely to observe silently, with only 14% regularly initiating a dialogue with a brand on social.

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