When it comes to social media, we’ve seen many marketers slowly transition their entire communication strategy around a presupposed millennial audience. Maybe you’ve felt that urge yourself to put all your social media eggs in the millennial basket knowing that this demographic is known for their social savviness and constant state of digital connectedness.

While we can’t deny that focusing on millennials might be exactly the right approach for your particular brand and goals, you still might be surprised to learn that Nielsen’s recent deep dive into the current social landscape revealed a different reality about the generations and social media demographics for marketers. Here are 10 quick facts from the report that we thought you might be interested to know:

• Generation X actually spends more time on social media per week (almost 7 hours) than Millennials (just over 6 hours)
• The 50+ demographic saw a massive 64% increase in social media usage between Q3 2015 and Q3 2016
• Adults 35 – 49 saw an 8% higher growth in social media usage in that same 12 month timeframe than the 18- 34 year old demographic
• Smartphones are the most widely used devices for social media across all age ranges, PC’s were still used more than tablets
• In Q3 2016 alone, nearly 177 million U.S. adults engaged on a social media platform
• Facebook remains the dominant frontrunner in platform usage with Instagram being #2 on smartphones with a 87.3 million user spread and Twitter being #2 on PC’s with a 57.5 million user spread
• 50% of heavy social media users (those who spend 3+ hours per day) have watched a video in the last 30 days
• 13% of heavy social media users have clicked on an advertisement in the last 30 days
• 30% of heavy social media users thought it was very or somewhat important to engage with social media in order to show support of favorite companies or brands
• Highest engagement days for females was Tuesday and Wednesday while for males, it was Thursday and the weekends

Hopefully this report has busted a social media myth or two and given you some insights to help fuel your social media strategy into 2017. No doubt, social media is a constantly evolving landscape, but for now, Boomers and Gen Xers are showing no signs of diminishing their presence in this digital space giving you access to hundreds of millions of fresh produce shoppers every day.