More of our moms, dads, aunts, uncles and even grandparents are on Facebook these days, yet the misconception that social networks are just for tweens and teens continues to persist. As part of our “7 Myths of Social Advertising” blog series, today we’re talking about the age factor.
The reality now is that everyone is taking advantage of the networking and entertainment that social networks provide. Offerpal Media’s audience consists of a wide range of age groups (with 32% at least 35 years of age or older), incomes (51% make more than $60k annually), and education (67% have at least some college experience). Social networks are seriously catching on in the over 40 set too. Granted, the largest portion of users remain those in the 18-25 bracket, but the fastest growing groups across Europe, Asia, South America, the Middle East and North Africa, as well as here in the US, are markedly the 35-44 and 45-54 year-olds, and, perhaps most interestingly, the 55-59-year-olds. Last year, Facebook added 13.6 million visitors ages 50 to 64, twice the number of visitors under 18 (7.3 million). Now, almost one third of its global membership is ages 35 to 59, and one quarter is over age 50.
This trend is being matched in the gaming world too. Over the past 12 months, Baby Boomers accelerated playing video games on the go via mobile devices by 52%, twenty times faster than Gen Y (2%). This trend is expected to continue, as noted by the Mercury News‘ Chris O’Brien, who makes a good point that boomers are retiring later in life and need to keep their tech skills sharp. Many are parents of Gen-Yers and are embracing mobile devices as a way to keep in touch. Also noteworthy, and really a clincher for advertisers, is that boomers have more disposable income to pony up for the latest games and apps.
At Offerpal Media, we are well aware of the increasingly diverse demographics of both social networks and destination gaming sites, but for more on this topic, take a look at a research slideshow from O’Reilly Media. Boomers and seniors are now more than ever a growing and engaged group within online communities. But to truly debunk “Myth 3,” that “social networks and games are only for teenagers,” just ask your mom.
Filed under: advertising
