Our elders are becoming active members of Facebook. For a time, social networks were an element that was directly associated to the young, because a platform where all is said and done daily was rather appealing to the youth.
Facebook is becoming the new pastime of the elderly and retired. For the other generational groups, this was a little unfamiliar terrain and therefore something that brands only employed social media to reach younger consumers groups. But the truth is that things have changed, and consumers who use social networks are no longer just young. The universe of social media has been expanded and its users have matured.
Each time users of social networks are older and these offer a more widespread penetration among the most advanced demographic groups. A recent study by GfK pointed out that the average age of social networking users is getting higher and that, against a background in which users were twenties, this now only remains in the Instagram platform with an average of 30 years old. Other social networks have a higher age average.
In general, the use of social networks among that age group has doubled since 2010. 35% of UK retirees used social networks, a figure that was only 2% in 2005 and 11% in 2010. In addition, the most popular social networks are getting more positive and rotund figures.
The social profile of the elderly
Facebook is the preferred network for consumers in general, and the favourite social network for retirees in particular, which show very high figures in using it. 56% of retirees with internet use Facebook. In 2013 were only 45%. The study also allows some conclusions about those retirees are connected to social networks. In fact, their presence in social media is an example of a more general element. Retirees who are present on social networks are people who out of them are also particularly active and therefore tend to have many more social interactions (the usual) that the retiree who is not connected to social networks.
Social networks become for them a kind of support network that connects them with other retirees and services they need. In addition, Facebook and other tools are also employed by this group as an element to connect with family.
Impact on Brand’s Marketing Strategies
This reality has to have an impact on brand strategy as it changes what brands are finding themselves in the universe of social networks, the level of interaction and the perception that users have of the social environment. Brands cannot therefore simply keep thinking that will connect to ‘youth’ when launching a message on Facebook. Its receptors may be many more and more varied.
Companies will have to start working so much wider in social networks applying demographic segmentation. They need; therefore, to create more specific strategies and create more direct elements to reach the audience that they really want to connect to. Brands will have to apply much more data to their social networking strategy to achieve and be more efficient in building the message.
Social networks can start to look like something more familiar, but also can see how your brand image could be ruined by the arrival of the grandparents. Young people have been leaving Facebook in recent times; in fact, because, as noted some studies have begun to cease to consider cool once their parents entered it.