According to the Entertainment Trends in America study conducted by The NPD Group, more and more baby boomers, people age 44-61, are using social networks, which in the opinion of some might hurt the “coolness” of the sites. Plus, if mom or dad asks you to be their online friend, you might have to delete some of your interests or the photo documentation of your first keg stand.
It has been discovered that the 41% of the boomers visiting these sites are looking for information, not necessarily to socialize. So even though these sites are becoming more popular to this age group, it is for a different reason that Generation X and Y, who typically login for the purpose of interaction.
This discovery is huge for the advertising industry. We now know that almost half of the baby boomer population is using or is interested in using social networks. Take notice and you will see more and more high-end products on these sites; BMW has already used Facebook to promote one of its new cars–and their average buyer is 45.
It should be interesting to see how social networks and their advertisements will change in the next few years to cater to broader age groups.
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