Refuel Agency Study Finds Social Media Peak Shifts to Young Adults

The report, which surveyed 1,545 individuals, challenges long-standing marketing assumptions by segmenting respondents based on life stages rather than traditional college enrollment. This shift in methodology addresses the reality that approximately 40% of the youth population bypasses the traditional university path. Data shows young adults lead brand discovery on TikTok at 30% compared to 28% for teens, while on Instagram, the gap widens to 29% versus 23%. Notably, young adults and college students clock in 40 hours of weekly social media usage, nearly doubling the 24 hours recorded by teens.

While digital ads capture initial attention, the study highlights a conversion paradox where passive reach fails to drive action. Tangible incentives significantly outperform digital engagement; campus food promotions convert 62% of college students, while coupons drive action for 70% of young adults. Furthermore, the financial habits of this cohort are evolving, as they prioritize investments over credit-card adoption. Liz Carmo, EVP of Audience & Brand at Refuel Agency, noted that brands relying on decade-old strategies are likely missing their target audience's true intensity. As parental influence wanes—dropping from 78% of auto purchasing decisions for teens to 42% for college students—the agency suggests that marketing budgets must pivot to reflect this autonomy.