Social media use among older age groups is on the rise in the U.K., with more than 55 percent of pensioners using Facebook.
U.K.-based PR agency Umpf reported that 55 percent of the nation’s pensionable population currently uses Facebook. While most do so to keep in touch with old friends, co-workers and family members, the demographic is ideal for a targeted social media marketing strategy.

Traditionally, many marketers have believed older consumers with more buying power were less likely to turn to social media. However, as Umpf reported, Facebook, Twitter and other platforms have become part of everyday life for older citizens – and the upward trend is expected to continue.

Businesses with older customer bases may have resisted substantial social media investments. The study reveals, though, that social media marketing strategies aimed at older age groups may be as beneficial as those designed for younger, tech-savvy audiences.

“Our research clearly shows how endemic social media use is in the UK, with clear adoption of platforms, such as Facebook and Twitter, among all age groups,” Jon Priestley, a spokesperson for Umpf, said in a release. “With more than half of all over 65s using Facebook regularly, social media is clearly no longer the preserve of the tech-savvy under 30s.”

Brafton reported that global use of social media has skyrocketed among all age groups in recent years. Additionally, Twitter announced on Thursday that it now has more than 100 million users, half of which access their accounts every day.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.