Todd Wilms , SAP
Though Madison Avenue largely forgets seniors in general, they are now a demographic grossly overlooked on social media. Those 65 years and older are changing: they are living longer, are more active, and becoming increasingly literate online.
Not only does this age group have 47x the net worth of households headed by those 35 and older (according to AdAge), but they are now the fastest growing users of social media. These days, they don’t just have an email account, but they are searching on Google GOOG -0.26%, browsing Facebook FB +0.5% newsfeeds, and watching YouTube—sometimes from their iPad. According to the Pew Research Center’s Internet & American Life Project, “the 74-plus demographic is the fastest growing demographic among social networks.” There are currently 39 million people aged 65 and older using Facebook, Twitter, and Skype, making them the fastest growing age demographic on these sites.
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