The silent generation is learning — so fast, in fact, that they comprise a significant portion of social media audiences in the US. Chances are your parents not only have a Facebook account — but so does your grandma! In this article we will focus on 12 intriguing statistics on Baby Boomers and social media. Enjoy!
1. 82.3% of baby boomers belong to at least one social media site. (Source DMN3)
Takeaway: they’re called “Silver Surfers” — Baby Boomers navigating the complex platforms of social media in order to reach out to each other in ways previously unknown. They’re here, and they’re growing en masse!
2. 13% of internet users over the age of 65 use LinkedIn — which is nearly the same rate as the 18–29 age group (Source Post Control Marketing)
Takeaway: Baby Boomers are a very productive and “work-focused” bunch, it’s no surprise that they’ve taken to the professional network of LinkedIn to connect with like-minded peers.
3. Baby boomers spend 27 hours per week online, which is two hours more per week than those who are between 16 and 34. (Source Colorado University)
Takeaway: they’re there — hidden, silently, among the nooks and crannies of the internet. And they’re much more active than you think!
4. Baby boomers are less likely to use other social media platforms like Twitter and Instagram. 5% of 65+ year olds online use Twitter as compared to 31% of 18–29 year olds, and only 1% of the same group online has an Instagram account. (Source Post Control Marketing)
Takeaway: social platforms that have instantaneous updates, or continuous streams of information (aka “noise”) tend to be less interesting and user friendly to the Baby Boomer crowd.
5. Facebook is by far the most popular social media site for baby boomers. (Source Colorado University)
Takeaway: Facebook is probably the most popular of all social media sites; it’s a great way to connect with family, friends, colleagues, and vicariously live through any and all of them.
6. Baby boomers take action based on what they see on social media, and most of the time it’s focused on finding more information. (Source DMN3)
Takeaway: this audience is highly intelligent, and highly inquisitive. They read far more than their younger counterparts; seeking information and answers, and traverse multiple sources to get it.
7. Female baby boomers are 26% more likely to share content more than once a day as compared to their male counterparts. (Source Digital Trends)
Takeaway: women in general have a stronger tendency to share content, experiences, insights, and express themselves online.
8. Baby Boomers are 19% more likely to share content compared to any other generation, reinforcing the notion that Facebook’s demographic is trending slightly older. (Source Digital Trends)
Takeaway: this almost infers that the Baby Boomer crowd spends more time digesting content, and passing it on based on relevancy.
9. Videos that are slower paced and have a great deal of information are more likely to appeal to Baby Boomers than faster paced videos with too many visuals. (Source QuickSprout)
Takeaway: this crowd is quite a bit older, and have the obstacles of aging to deal with. Content that understands these issues will be garner greater impact.
10. Baby Boomers are the most likely to share political content, whereas millennials are the least likely generation to become embroiled in these sorts of digital debates. (Source Digital Trends)
Takeaway: this is self explanatory — the focus of content shifts with age from entertainment to that which has a greater impact on people’s livelihoods. Current events become more important than trends.
11. Baby Boomers are the least likely to use a smartphone to make a purchase from social media (Source Marketing Sherpa)
Takeaway: Baby Boomers are probably least likely to buy anything from a smartphone, without having thoroughly researched it online.
12. For the primary purpose of sharing content, only 10% of Baby Boomers say that it’s to educate their network. (Source Digital Trends)
Takeaway: Baby Boomers understand that social media in itself, while a useful communication tool, is also simply another form of entertainment. They don’t expect to change minds with their content. They share because the content is relevant, and meaningful to them.
So there you are! 12 intriguing statistics that shed a little more light on the Baby Boomer crowd — who doesn’t stay offline for very long!