Business of Aging: Social Media and the Mature Consumer

Traditionally, businesses have connected with older adults through television, newspapers and radio. However, technology is rapidly changing the way older adults receive information and businesses need to consider using social media marketing to engage the older adult demographic.

According to an article in Forbes, “at the very least, brands need to start understanding social media marketing towards senior citizens before all of the Boomers retire—a demographic that will be more computer literate than any senior generation before”.

For those that are skeptical here is the breakdown:

Facebook
A Pew Research Center Report entitled Social Media Update 2014 shows that “Facebook remains by far the most popular social media site”. The same report shares that, “for the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors”. These numbers have already grown from the 56% shown above, to 45% in 2013 and 35% in 2012.

SeniorNet uses an infograph to further explain the phenomena in the article The New Facebook User: Senior Citizens. The infograph states that 10% of older adults on Facebook use the site to engage in contests or promos.

LinkedIn
The percentage of online adults age 65+ using LinkedIn grew from 13% in 2013 to 21% in 2014.

Twitter
The percentage of online adults age 65+ using Twitter grew from 5% in 2013 to 10% in 2014.

As the population ages and older adults become more and more tech savvy these numbers will continue to climb.

Join us on April 29 at our next Business of Aging: Information Exchange Network (BA:IEN) breakfast meeting to hear social media expert Maureen Garbutt, a Professor in the Advertising and Marketing Communications Program at Sheridan College, explain how to make social media work for you and your business. See flyer for details.BAIEN mtg v1 Apr 29_15

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