Tales of our journey
through the digital
A report released today by the Pew Internet & American Life Project found that 72% of adults are on social networking sites. Not so shocking, I know. But the figure that really caught my eye was the rise in the number of older Americans and senior citizens who are on social media. The report claims “Six out of ten internet users ages 50-64 are social networking site users, as are 43% of those ages 65 and older.”
In the 65+ group, social media usage has tripled in the last four years. That’s a rising demographic that’s not usually represented in our thinking about how to use—and who to target with—social networking sites. The report doesn’t isolate statistics for any one social media site, except Twitter (used by a paltry 13% of 50 – 64 year olds and just 5% of those over 65). It’s safe to assume, though, that Facebook has the lion’s share of these plugged-in seniors/
As social media and its audience matures, any business that counts seniors in its target demographic would do well to start reaching out to an older audience and figuring out which messages and calls to action resonate on a social platform. First, check your demographics in Insights and find out how many seniors are already in your audience. You may be surprised.
Next, start revising your user profiles, refining your messages, and testing, testing, testing to see how you can engage seniors that are reachable via social media, and ultimately get them to take action.
Put some effort into cultivating an older audience. They’re not all there just to see photos of the grandkids!
Need help reaching the right people with social media? Contact Innate.
[Photo credit: Jesse Wagstaff, Flickr Creative Commons]