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Generational targeting through social media

Posted on Friday, 27th August, 2010

A closer look at Baby Boomers.

Today, updated stats from Pew’s Internet and American Life Project stated an increase in social media use amongst all age groups— specifically in those age 50+.

Social networking use among internet users ages 50+ nearly doubled—from 22% in April 2009 to 42% in May 2010.

Between April 2009 and May 2010 social networking use among internet users ages 50-64:

  • grew by 88%–from 25% to 47%

Use among those 65+

  • grew 100%–from 13% to 26%

By comparison, social networking use among users ages 18-29

  • grew by 13%-from 76% to 86%

“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 and author of the report. “Email is still the primary way that older users maintain contact with friends, families and colleagues, but many older users now rely on social network platforms to help manage their daily communications.”

In addition, the use of status update platforms like Twitter and Facebook has also grown, particularly among those ages 50-64.

  • 20% of online adults ages 50-64 say they use social networking sites on a typical day (up from 10% one year ago)
  • 1 in 10 say they use Twitter or another social media platform to communicate with others.

Case in point- great coverage/case study from CNN on this topic here.

You can read more about this from Pew here and you can read the full report here.

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