Boomers rapid users of social media via smartphones: Nielsen By Cecilia Kang
The baby boomer cohort is comprised of persons who were born between 1946 and 1964. It is a common misconception that boomers do not use social media. Boomers are in fact using social media. According to Nielsen’s research, “boomers are helping drive a rapid growth in mobile social media, doubling their rate of adoption for Facebook, LinkedIn and other networking apps over their smartphones in the past year.”
Nielsen’s report concluded that “in May 2011, the number of Internet users 55 and older (boomers) using social media sites over mobile devices grew by 109 percent from a year earlier.” That is a significant increase. Another highlight of Nielsen’s survey was that “Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet.” Accordingly, it seems that social media sites would be wise to cater to the needs of this group of persons.
It would help marketers to know what social media sites boomers frequent so that they can execute targeted marketed campaigns aimed at boomers. According to the Nielsen report, “that age group (boomers) was particularly active on professional sites such as LinkedIn, where one-third of all mobile app downloads are by users 45 and older.” Notwithstanding, the social media trend is spreading vigorously to encompass the baby boomer generation. Boomers are now dabbling in Facebook perhaps mainly to keep up with and keep in touch with their kids and grand kids. Studies show that many boomers utilize social media sites like FaceBook as a way to communicate with their children and grandchildren. I have a coworker who constantly uploads photos of her daughter so that her parents can see the progress their granddaughter is making. Some boomers just log on to see if there is any activity on their profile page, a group that the groundswell refers to as joiners or even spectators.
It’s no wonder then that social media sites are producing something for everyone, boomers included. I read on http://www.justmeans.com/Social-media-trends-Baby-Boomers/34362.html that “from runners to doctors to smurf lovers, the social media trend of niche marketing is encouraging the creation of websites for anyone who can get their hands on a computer with Internet access. This includes the Baby Boomer generation. “ One such website is www.about55.com.
Speaking of doctors, my doctor who is himself a boomer has a blackberry smartphone and a FaceBook page. When my mother took ill this year I spoke with him via blackberry messenger to make appointments for her etc. It was easy to correspond with him as I didn’t have to go through a secretary each time. I felt as though my doctor really cared and was accessible. On one of my visits he said to me as I was about to leave, bb me or FB me and tell me how your mom is doing. This is someone in his 50s, who would have thought.
Now this is testimony to the fact that boomers are indeed rapid users of social media via smartphones.
Bronte
References
Kang, C. (2011, July 19). Boomers rapid users of social media via smartphones: Nielsen – Post Tech – The Washington Post. The Washington Post: National, World & D.C. Area News and Headlines – The Washington Post. Retrieved October 16, 2011, from http://www.washingtonpost.com/blogs/post-tech/post/boomers-rapid-users-of-social-media-via-smartphones-nielsen/2011/09/12/gIQARe8YNK_blog.h
Social media trends: baby boomers Retrieved October 16, 2011 from http://www.justmeans.com/Social-media-trends-Baby-Boomers/34362.html
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