Content Marketing Blog

Number of older citizens using social media triples

Online content marketing is part of everyday business for many Australian companies, as more consumers flock online to purchase anything from clothing and sporting gear to cruise packages and round-the-world trips.

Social media is an integral part of this content strategy, creating buzz around company brands, products and services.

While many may target their Facebook campaigns toward those in a younger demographic (18-30), it's also important to keep in mind those of the older age group.

Findings from The Pew Research Centre's Internet & American Life Project has revealed the rapid growth of those aged 65 and older. They have "roughly tripled" their presence on social media in the last four years, jumping from 13 per cent in 2009 to 43 per cent in 2013.

Seniors Guide Magazine and Vice President of Sales and Marketing Katharine Ross commented that before the 2013 study results were reported, they had predicted Pew would indicate a rise in the number of older adults using websites such as Twitter, Facebook, and "especially Pinterest".

"Social Media has become a resource as those looking for care for themselves or a parent are asking questions and looking for answers," said Ms Ross.

Twitter campaigns could also prove to be useful for targeting at these older audiences, as the Pew Study sheds light on a confident rise in users aged 50-64, growing from 6 per cent in November 2010 to 13 per cent in May 2013.

Social media holds a number of benefits for older users including helping to keep close contact with friends and family, providing a platform for an online community, keeping users in the loop on social activities and events, and also providing information on discounts and other special benefits for seniors.

Posted by April Revake.