Social network growth rate among babyboomers surpasses younger consumers
Published September 01, 2010
Though many marketers incorporate social media into their digital marketing campaigns to reach younger consumers, a recent study from the Pew Internet & American Life Project indicates baby boomers are increasingly registering to social networks.
In fact, the firm observed that growth rate of older social network users exceeded that of 18- to 29-year-old consumers. In 2010, the number of 50- to 64-year-old social network users rose by 88 percent, while those 65 and older grew by 100 percent. Meanwhile, the audience of younger consumers increased only 13 percent.
"Young adults continue to be the heaviest users of social media, but their growth pales in comparison with recent gains made by older users," explains Mary Madden, senior research specialist at Pew. "Many older users now rely on social network platforms to help manage their daily communications."
One-fifth of 50- to 64-year-old respondents said they used social networks on a daily basis, while 13 percent of adults over the age of 65 log into social networks on a typical day.
A recent report from Nielsen shows that social networking is the most time-consuming activity among all age groups, accounting for 22 percent of all time spent online.