Following on from my post previously from The Times here another interesting read was found in the 16th April issue of NMA where Rebecca Jennings, Principal Analyst at Forrester Research wrote a similar piece how an older age than expected is using social media. The following is a repost of that article.
Most interactive marketers know that young consumers are very engaged in social media, but many fail to appreciate that the same social tools can also be used to reach older users. Recent Forrester research shows there are a significant number of European baby boomers – adults aged 43-63 – who already read social media on a regular basis, and another, slightly smaller subset who are already uploading their own content, like videos, onto the web. Marketers can take advantage of this by offering them value with useful information and support provided in a social context.
Overall, 47% of younger boomers – those online adults aged 43 to 52 – now engage with social media on a regular basis, as well as the 41% of older boomers – those aged 53 to 63 – that also take part. In each of the groups, more than a third can be classified as spectators, or those who are reading social content such as blogs at least monthly.
While boomers are taking the plunge into consuming social content, they’ve been slower at joining social networks; just 10% of younger boomers and just 7% of older boomers participate in this type of activity. For example, one of the most popular social networks aimed at older consumers, SagaZone in the UK, has around 45,000 users, compared to Facebook’s estimated 18m+ users.
Despite their resistance to joining social networks, both young and old boomers are contributing their own opinions online – known as being a critic. These critics do things like participate in forums or post their own reviews online. Encouragingly for marketers, around a tenth of both age groups fall in to this category and a slightly smaller percentage, 9% of younger boomers and 7% of older ones, are creators: those who upload their own content or write their own blogs.
Marketers should also take note that just as participation in social media varies between age groups, it also varies between European countries. Dutch boomers lead the pack as the most engaged older audience overall, with 69% of 43-52 year olds and 60% of 53-63 year olds using social media on a regular basis.Of these other Europeans, Italian boomers are the keenest creators, with around 17% of younger boomers and 14% of older boomers involved. Younger boomers in the UK are considerably more engaged than older ones, with around 52% of 43-52 year olds engaged in social media, but just 38% of 53-63 year olds. About 40% of boomers in both France and Spain are keen spectators but just a third of the German boomer audience are engaged in social media.