2014 Brandcameo Product Placement Awards

social media watch

Pew Studies the Graying of Social Media

Posted by Sheila Shayon on September 5, 2011 11:01 AM

A new Pew Research report finds social networking sites are gaining traction with adult Internet users as sites like Facebook, Twitter and LinkedIn engage the largest share of adults to date.

The Pew Research Center’s Internet and American Life Project reports that two-thirds of adult Internet users (65%) say they use a social networking site, up from 61% percent in 2010 and 29% in 2008.

“The pace with which new users have flocked to social networking sites has been staggering; when we first asked about social networking sites in February of 2005, just 8 percent of Internet users—or 5 percent of all adults—said they used them,” wrote report co-authors Mary Madden and Kathryn Zickuhr.

This marks the first time in Pew Internet surveys that 50% of all adults use social networking sites.

While frequency of social networking site usage among young adults under age 30 remains stable with 61% of Americans in that age cohort using social networking sites on a typical day, (up 1% from last year) among Boomer’s, 50-64, social networking site usage on a typical day grew a significant 60% (from 20% to 32%). 

On a given day, only e-mail and search engines are used more than social networks by adult Internet users said the report. 

“The graying of social networking sites continues, but the oldest users are still far less likely to be making regular use of these tools. While seniors are testing the waters, many Baby Boomers are beginning to make a trip to the social media pool part of their daily routine,” said Madden.

Asked for one word to describe their social networking sites, “good” was the most common response; positive responses outweighed negative and neutral words; users repeatedly described their experiences as “fun,” “great,” “interesting” and “convenient.” 

Nearly 80 million Baby Boomers turned 65 this year, “officially” considered senior citizens. This most recent Pew report is a snapshot of a nation embracing digital communications to a breadth and degree heretofore unimagined, with far-reaching implications for every facet of ordinary and extraordinary daily living as these new technologies redefine aging, connectivity and commerce.

Comments

Jeff L United States says:

FYI, appears to be a typo - there are nearly 80 million baby boomers in total, but only a portion of those are turning 65 this year.

September 6, 2011 09:03 PM #

Twanda Marcon United States says:

Hello, I enjoy your blog. Is there some thing I can do to receive updates like a subscription or something? I'm sorry I'm not acquainted with RSS?

September 11, 2011 07:41 PM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
BPBP
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements