Younger users are more dominant in social media, but baby boomers are currently the fastest growing demographic. With businesses taking different approaches in their social media strategy, here are a few things to keep in mind.
Social media seems to be the killer app of the Internet. Humans are social, after all, and the billions of people around the world are just gearing to get connected, become part of the conversation and leave their digital marks for the world to see.
Given this trend, businesses have been scrambling to build, develop and maintain their social media strategies to optimize for better visibility and even profit. But while there are certain sectors that are perceived to dominate in social media (the youth, for instance), recent statistics show certain surprising trends, as shared by Buffer’s Belle Beth Cooper on Huffington Post.
Age. First in the list is the fact that the 55-64 age bracket is the fastest-growing demographic on Twitter. Users 45 to 54 are the fastest-growing on Facebook and Google+. This means that contrary to popular belief, teens are not the only users who have clout on social media. Even if teenagers will be the big spenders of the future, businesses might do well to target a more mature audience, too.
Mobile usage. Secondly, a big chunk of Facebook users are “mobile only”. Likewise, about 30 percent of Facebook’s ad revenue comes from mobile devices. Mobile is considered to be Facebook’s Achilles heel, although the social networking company is taking steps to strengthen its position among mobile users, with a better-optimized mobile app, as well as its improved Facebook Messenger.
Furthermore, with mobile devices, users are almost always tethered to their devices, and therefore reachable through online means. Seventy-nine percent of surveyed mobile users say they have their devices with them for all but two hours in a day (presumably while charging the devices, perhaps). This does have implications, of course, with regard to privacy, reachability and respecting boundaries. Knowing that users are likely to have their devices on-hand almost 24/7 doesn’t mean an email blast in the middle of the night will be effective.
Rich media. Another trend worth watching is that YouTube now has a bigger reach than any cable network, at least in the 18 to 34 age group. This means that businesses may also want to rethink their social media strategies to include video and video sharing.
Privacy. One finding that’s bound to be worrisome is the fact that a quarter of Facebook users don’t bother to change or at least understand the privacy settings on the social network. This seems to be in line with the idea that while privacy is a big concern in today’s connected world, there are still some who do not care about their own privacy or — even worse — that of others’.
Source: Huffington Post