Experian Simmons found that 98 percent of Americans between the ages of 18 and 24 use social media at least once per month.

Market research firm Experian Simmons recently found that 98 percent of Americans between the ages of 18 and 24 use social media at least once per month. This number has remained fairly steady since 2008, when the firm found 96 percent accessed the websites monthly.

While young adults’ near universal use of social media remains steady, other demographics’ social media use has consistently trended upward. For example, 73 percent of adults who are 65 and older now use social media once per month, compared to 49 percent who did so in 2008.

Social media marketing has evolved alongside consumer use. While businesses can now target almost all age demographics with their campaigns, they must understand that unique target audiences will respond to social media content differently.

Brafton has frequently reported the value of varying content when businesses are targeting multiple audiences. One effective method is creating content written from a persona developed around the basic consumer archetype the campaign is aimed at.

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.