Vendor reportSprout Social, 2026

39% of consumers plan to spend more time on Facebook in 2026

Channel validation

39%

of consumers plan to spend more time on Facebook in 2026

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. The quoted 39% is the share who said they plan to spend more time on Facebook in 2026. The same sentence also says 85% have profiles on Facebook.
Evidence:: Stated intention
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

Reading the mood, and deciding what to test yourself.

Not for

Predicting what people will actually do. Intentions and behaviour come apart.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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39% of consumers plan to spend more time on Facebook in 2026

Good for

Not for

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