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Social media is often considered to be a phenomenon of the young. Certainly new media agencies tend to target their activities on the younger age groups and marketers often leave products targeted at mature audiences to more traditional channels. Recent research from European Technographics casts doubt on this strategy as it shows that many baby boomers are regularly active on social networking sites.
This shows that it is time for all marketers to consider the new channels as an important part of their marketing mix.
Below is an excerpt from Forrester’s blog with more details.
More than one-third of European online consumers ages 43 to 63 already read social media such as blogs and forums on a regular basis, and around one-tenth are already uploading their own content — such as videos and music — onto the Web. Overall, 47% of Younger Boomers (online adults ages 43 to 52) now engage with social media on a regular basis, and 41% of Older Boomers (those ages 53 to 63) do. Boomers in the different European countries exhibit different behaviors, just as their younger compatriots do – for example, 69% of Dutch 43- to 52-year-olds (and 60% of 53- 63-year-olds) use social media on a regular basis, whilst only around a third of German Boomers do.
via The Forrester Blog For Interactive Marketing Professionals.
