Young adults are especially intensive internet users. About 62% of those ages 18–29 say they're online almost constantly, compared to only 15% of seniors 65 and older. This generational gap shows how digital immersion varies dramatically by age cohort.

YouTube and Facebook are by far the most widely used online platforms among U.S. adults. TikTok has shown sharp growth, increasing from 21% in 2021 to 33% in 2023, reflecting the rapid rise of short-form video content.

Churches and ministries should tailor their platform focus to their target age group – engaging Gen Z on TikTok/Instagram and older adults on Facebook.

Understanding these universal interests helps create broadly appealing content while acknowledging different formats may be needed for different age groups.

Religious organizations are leveraging these trends – you'll find megachurch pastors with millions of Instagram followers and TikTok evangelists reaching youth through creative skits or testimonies.

Faith-based discussion is very much alive online, often using the same viral mechanics as other topics. Churches and evangelists can engage by using trending formats (hashtags, challenges) to increase visibility.

Areas with large Catholic populations (e.g. the Northeast, or cities like Chicago and Los Angeles) show spikes in searches around Catholic observances – queries for "Ash Wednesday mass times" or "Stations of the Cross online" rise in those locales during Lent.

The surge was not momentary – prayer-related searches remained about 10% higher than pre-pandemic levels throughout the rest of 2020, indicating a sustained uptick in online faith engagement.

Hispanic Americans also show strong digital faith engagement, though not as high as Black Americans. About 30% of Hispanic adults regularly watch services online (compared to 48% of Blacks and 22% of whites).

This greater embrace of religious tech is partly attributed to Black communities' higher overall religiosity, but it shows that Black churchgoers are early adopters of digital worship tools. Historically Black Protestant churches have been leaders in streaming services and using Facebook/YouTube to maintain community connections.

Hispanic adults lead usage of certain platforms – 58% of Hispanics use Instagram, higher than the 46% of Black and 43% of White adults who do. Hispanics are also the most likely to use TikTok (49% do) among ethnic groups, compared to 39% of Black adults and 28% of White adults.

Millennials use a mix of platforms and consume diverse content types. They balance between newer and older services, streaming video while also reading deeper articles.

Another relevant point: when older people are highly religious, they do engage with religious tech, but not as avidly as younger religious people. Among highly religious Americans, half of those under 50 are "heavy users" of religious technology (apps, etc.), versus about one-third of highly religious seniors.

This means content optimized for mobile and not data-heavy is important for reaching lower-income groups, who often rely on mobile phones as their primary internet source.

These platforms are text-centric and newsy, aligning with the interests of professionals and academics, while Facebook has more universal appeal across education levels.

On the other end, well-educated Christians might seek out online courses, sermons by famous theologians, or faith-related books on Kindle. Socioeconomic status can also affect giving patterns: wealthier individuals might donate online via credit card or through church apps (since they are comfortable with digital finance), whereas some lower-income, older congregants still prefer cash or checks.

With the shift to online worship and community comes the shift to online giving. Churches and religious nonprofits have increasingly adopted digital giving platforms, and donors have followed suit. This trend was boosted by necessity during COVID when churches closed, but it appears to be lasting.

The move away from cash in the offering plate reflects broader societal trends toward digital transactions. Even older donors, once they try digital giving, often appreciate the convenience and consistency it provides for supporting their church.

Financial support has adapted to the digital age in the same way other sectors have: with one-click giving, mobile wallet integrations, and innovative funding models that connect donors directly with specific causes or content creators.

These new forms of giving show how engagement and financial support are merging online. Digital generosity is on the rise, and churches should embrace online giving not just as a temporary substitute, but as a core part of stewardship in the modern era.

In fact, when accounting for overlap, around 43% of Americans now participate in services either in-person or virtually – a figure that held steady through the pandemic to now. That means a significant portion of the worshipping community is doing so through screens.

During the pandemic, many congregations went fully online, and livestreamed Sunday services on Facebook Live, YouTube, or church websites became the norm. Post-pandemic, while most churches have resumed in-person worship, the online audience remains sizeable – often made up of people who are homebound, traveling, cautious about health, or even located in different cities.

The digital church is here to stay. Its role now is typically complementary – a way to keep folks connected who can't be there or to attract newcomers who want to "peek in" on a service anonymously before visiting in person.

For digital evangelism, streaming is low-hanging fruit: a church can reach people well beyond its walls. It's important, though, to maintain quality (good audio/video) and engagement (welcoming online viewers, providing next steps for them to get involved) so that the online congregation feels like part of the church family.

According to Pew Research, 3 in 10 adults search for religious information online (e.g. looking up Bible verses or religious questions). Additionally, about 20% use apps or websites to help read Scripture and 14% use digital tools to remind them to pray (with around 8% using a prayer app daily!).