Though social networks have long been considered the stomping ground of twenty-somethings, a new report from Pew Research Center's Internet & American Life Project has found that older consumers are interacting on these sites more often. This means marketers catering to baby boomers may find their audiences via social marketing.
While social media usage among millennials is consistent compared to last year, growing 1 percent, from 60 to with a strong and steady 61 percent now using social networks, it increased by 60 percent among baby boomers. While only 20 percent said they logged into social networks on a daily basis in 2010, 32 percent now do so.
“While seniors are testing the waters, many baby boomers are beginning to make a trip to the social media pool part of their daily routine,” Mary Madden, senior research specialist at Pew and author of the report, explained.
As a whole, 65 percent of the adult American population now uses social networks, demonstrating 4 percent growth over last year when 61 percent used social media.
With more seniors checking social media, internet-based promotional strategies, such as social content marketing, will grow valuable to brands striving to reach this audience. As Brafton reported, eMarketer estimates that nearly half of baby boomers (47 percent) use the web, and nearly one in 10 consumers between the ages of 35 and 74 check brands' Facebook pages daily.