The Pew Internet & American Life Project released a poll on Friday, which found that social networking use among internet users has nearly doubled from 22% to 42% over the past year for people aged 50 and older. In addition, the poll found that 47% of internet users between the ages of 50-64 and 26% users over the age of 65 are now using social networking sites. Though social networking sites have been dominated by young adult internet users, according to the study, social networking sites are playing a much larger role in the lives of older Americans.
One in five (20%) adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago. Likewise, 13% of online adults ages 65 and older log on to social networking sites, compared with just 4% who did so in 2009.
Some other important findings from the poll
- Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%–from 25% to 47%.
- During the same period, use among those ages 65 and older grew 100%–from 13% to 26%.
- One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.
- Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.
- One in ten internet users between the ages of 50 -64 and one in twenty ages 65 and older now say they use Twitter or another service to share updates about themselves or see updates about others.
This survey data reaffirms the findings in my recent post that social media is fast becoming an important communication channel for reaching those aged 55 and older.
9.3 million Facebook accounts are claimed by those between 55 and 64, which translates into 27.7% of the 33.5 million people in that age category. Individuals 65 and older account for 7.2% of all facebook accounts, just 12 of every 100 have an account.
In fact, this appears to be the trend in developed countries as well. In a recent post examining Facebook usage globally, I found that developed countries like the United States, Canada, United Kingdom, and Australia have a larger percentage of those 35 and older using Facebook than in the developing countries which are dominated by the under 35 crowd.
As older adults become more comfortable with Twitter, LinkedIn and Facebook, the opportunities to reach this important demographic will increase as well. Though traditional communications channels will continue to be the route for engaging this age cohort, the speed in which they are adapting to the new media should factor into any communications strategy.
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