socialmedian: Baby Boomers Use Social Media Too

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Baby Boomers Use Social Media Too

Source: The Forrester Blog For Interactive Marketing Professionals

Apr 19, 2009

Summary

“We all know that young consumers, both in Europe and the US, have adopted social media avidly. But what about their parents’ generation – the Baby Boomers (those aged 43 to 63)? How are they using social media? Well, I’ve just finished a piece that looks at the Baby Boomer generation in Europe and their social media activity, and found that this audience are also starting to integrate social media into their daily lives.

For example, more than one-third of European online consumers ages 43 to 63 already read social media such as blogs and forums on a regular basis, and around one-tenth are already uploading their own content — such as videos and music — onto the Web. Overall, 47% of Younger Boomers (online adults ages 43 to 52) now engage with social media on a regular basis, and 41% of Older Boomers (those ages 53 to 63) do. Boomers in the different European countries exhibit different behaviors, just as their younger compatriots do – for example, 69% of Dutch 43- to 52-year-olds (and 60% of 53- 63-year-olds) use social media on a regular basis, whilst only

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