{"id":3153,"date":"2014-10-16T19:02:42","date_gmt":"2014-10-16T19:02:42","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=3153"},"modified":"2023-11-27T11:48:07","modified_gmt":"2023-11-27T11:48:07","slug":"ten-myths-50s-social-media","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/ten-myths-50s-social-media","title":{"rendered":"Ten Myths About the Over 50s on Social Media"},"content":{"rendered":"<p>According to the Office of National Statistics (ONS) there are over 22 million people aged over 50 living in the UK. In the US, the <a title=\"Baby boomers definition\" href=\"http:\/\/en.wikipedia.org\/wiki\/Baby_boomers\" target=\"_blank\" rel=\"noopener noreferrer\">baby boomer generation <\/a>\u2013 post-World War II babies born between 1946 and 1964 \u2013 accounts for an impressive 77 million of the population.<br \/>\nYet on both sides of the Atlantic, this demographic feels increasingly ignored by marketers and advertisers, particularly on digital and social media. Recent research commissioned by <a title=\"High50 website for over 50s\" href=\"http:\/\/www.high50.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">High50<\/a> \u2013 a community website for the over 50s \u2013 revealed that <a title=\"Marketing Week report on marketing to over 50s\" href=\"http:\/\/www.marketingweek.co.uk\/analysis\/essential-reads\/targeting-the-baby-boomers\/4010789.article\" target=\"_blank\" rel=\"noopener noreferrer\">only 11% of respondents<\/a> believed that brands were interested in targeting them. This is particularly true for 50+ women, who feel that many fashion and beauty brands are only interested in marketing to millennials.<br \/>\nThis is a big mistake. Both in the UK and US, this audience is one of the most affluent demographics \u2013 with a high disposable income, the leisure to take expensive holidays, and the taste for quality cars and luxury beauty brands. They are also happy to switch brands at the drop of a hat.<br \/>\nSo, what are the popular myths surrounding the over 50s on social media, and are brands doing anything to tackle them?<\/p>\n<h4><strong>They are all one group<\/strong><\/h4>\n<p>Many marketers and advertisers make the mistake of treating the 50+ audience as a single homogenous audience. This couldn\u2019t be further from the truth.<br \/>\nIn a recent survey published in<em> Marketing Week<\/em>, research organisation <a title=\"Marketing Week report on three audience segments in over 50s age group\" href=\"http:\/\/www.marketingweek.co.uk\/analysis\/essential-reads\/targeting-the-baby-boomers\/4010789.article#Segmenting_the_over50s_1\" target=\"_blank\" rel=\"noopener noreferrer\">iProspect identifies three clear audience segments<\/a>.<\/p>\n<ul>\n<li><strong>Adventurous adopters (aged 50-59)<\/strong> \u2013 serious smartphone users who research online and buy in-store.<\/li>\n<li><strong>Confident adopters (60<\/strong>-69) \u2013 this group is all over social media, particularly YouTube. They are happy to buy online.<\/li>\n<li><strong>Comfort adopters (70+) <\/strong>\u2013 love their tablets and Smart TVs. Shop in-store.<\/li>\n<\/ul>\n<p>A recent study from the <a title=\"Pew Internet Research - use of technology older audience\" href=\"http:\/\/www.pewinternet.org\/2014\/04\/03\/older-adults-and-technology-use\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pew Internet Research Group on the use of technology among older adults<\/a> also revealed a key difference between the over 65s, for example. The study showed that there were two distinct groups: affluent, early adopters who are confident using technology and aware of the advantages online communications bring; in contrast, the less affluent are less engaged on digital.<br \/>\nThat said, some leading UK brands are getting the targeting right. High50 name-checks Marks &amp; Spencer (recent fashion campaigns have included Twiggy, Emma Thompson, and Tracey Emin), John Lewis and the BBC as success stories with consumers.<\/p>\n<h4><strong>They are afraid of technology<\/strong><\/h4>\n<p>Baby boomers \u2018<a title=\"PC Advisor article on use of technology among older audiences\" href=\"https:\/\/www.technologyreview.com\/2019\/07\/03\/102892\/tiktok-is-being-investigated-over-its-use-of-childrens-data-again\/?gad_source=5&amp;gclid=EAIaIQobChMIx_L01YzkggMVO0FBAh0MhwJDEAAYAyAAEgIWKPD_BwE\" target=\"_blank\" rel=\"noopener noreferrer\">are not a generation new to technology\u2019<\/a>, said Joseph Coughlin, director of the AgeLab at the Massachusetts Institute of Technology. \u2018This notion that older adults don&#8217;t love technology \u2013 that&#8217;s not on older adults, that&#8217;s bad technology,\u2019 he added.<br \/>\nAnd remember, the pioneers of the technology that we use today \u2013 Tim Berners Lee, Bill Gates, and the late Steve Jobs \u2013 are classic baby boomers.<\/p>\n<h4><strong>They don\u2019t know how to use technology<\/strong><\/h4>\n<p>In fact, tablet use among the cash-rich over 50s has seen phenomenal growth and driven the use of social networks. The readability and portability of tablets means they are widely used by this demographic and in some cases are driving sales.<br \/>\nAccording to Grant Feller from GF Media, a specialist in content for the over 50s, <a title=\"Why the over-50s are addicted to tablets\" href=\"http:\/\/www.brandrepublic.com\/news\/1291853\/why-over-50s-addicted-tablets\/\" target=\"_blank\" rel=\"noopener noreferrer\">the use of tablets <\/a> has helped to drive sales at over-50s fashion store Bonmarch\u00e9 and to increase dwell time on <em>The Times<\/em> (average readership age 35-65) by up to 20%. In contrast, the High50 survey called out Apple and Samsung for failing to speak to an older audience.<\/p>\n<h4><strong>They don\u2019t \u2018get\u2019 Facebook<\/strong><\/h4>\n<p>The opportunities that Facebook offers for people to connect with family and friends, particularly from days gone by, has meant it has a steady and loyal following among the over-50s, as younger audience switches to more visual based platforms such as Instagram. According to a <a title=\" Nation's Restaurant News is looking for a Senior Digital Web Editor. next job Studies How Many Millennials, Gen Xers And Baby Boomers Use Facebook, Twitter And Instagram?\" href=\"http:\/\/www.mediabistro.com\/alltwitter\/millennials-gen-x-baby-boomers-social-media_b57626\" target=\"_blank\" rel=\"noopener noreferrer\">Global WebIndex survey<\/a>, 70% of online baby boomers have a Facebook account. Other popular platforms are YouTube (34%), Google+ (39%) and Twitter (31%). In contrast, Instagram notches up a measly 7% among this age group.<\/p>\n<p><em>Source: <\/em><a title=\"Media Bistro article gen x and baby boomers on social media\" href=\"http:\/\/www.mediabistro.com\/alltwitter\/millennials-gen-x-baby-boomers-social-media_b57626\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Global Web Index Report, 2014 via Media Bistro, June 2014<\/em><\/a><br \/>\n<em>\u00a0<\/em><\/p>\n<h4><strong>They don\u2019t use visual platforms<\/strong><\/h4>\n<p><strong> <img decoding=\"async\" class=\"wp-image-3358 size-thumbnail alignleft\" src=\"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/pinterest-logo-150x150.png\" alt=\"Pinterest\" width=\"150\" height=\"150\" srcset=\"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/pinterest-logo-150x150.png 150w, https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/pinterest-logo-20x20.png 20w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/strong>Pinterest is a growth platform among baby boomers. Its leanings towards fashion, interior design and crafts content make it a <a title=\"Social networks and baby boomers\" href=\"http:\/\/researchresults.wordpress.com\/2014\/06\/09\/social-networks-and-baby-boomers\/\" target=\"_blank\" rel=\"noopener noreferrer\">big hit among women<\/a>, who make up\u00a0\u00a0\u00a0 the dominant audience on the platform.<br \/>\nPinterest also has a second string to its bow, as a marketing tool for over 50s who are \u2018downsizing\u2019 from traditional corporate careers to running their own business.<\/p>\n<h4><strong>They don\u2019t use social for business<\/strong><\/h4>\n<p>Launched in 2003, LinkedIn was one of the first social networks, and has a high usage rate among digital savvy baby boomers and professionals. Even social media skeptics now acknowledge its power in creating those all-important career connections \u2013 particularly for people considering a major career change or moving in to consultancy \u2013 a common move for this age group.<br \/>\nSlideshare, one of the least self-publicising of the social media platforms is well within the comfort zone of publicity-shy baby boomers, allowing users to post business content, white papers, and research.<\/p>\n<h4><strong>If they\u2019re not on social media already, you won\u2019t get them to sign up<\/strong><\/h4>\n<p>Baby boomers are sticklers for customer service and while they are unlikely to share selfies of themselves on a beach, they will happily take to Twitter or Facebook to complain vociferously. Indeed, poor customer service \u2013 and a tedious wait to an offshore call centre \u2013 may well provide the impetus they need to sign up to the social media they\u2019ve previously shied away from.<\/p>\n<h4><strong>They think online communications are anti-social<\/strong><\/h4>\n<p>Sociability is undeniably connected to happiness for most people and several studies show that being active on social networks boosts self-confidence, particularly for the over 50s. T.J. McCallum, Associate Professor of Psychology at Case Western Reserve University, conducted a study looking at <a title=\"Senior Surfers use of social media - Mashable article\" href=\"https:\/\/seniorsurf.org\/2018\/04\/07\/senior-surf-on-mashable\/\" target=\"_blank\" rel=\"noopener noreferrer\">technology and socialization among seniors<\/a>. His research revealed that regular engagement with technology increased self-esteem and improved social interaction among this age group, compared with individuals who did not actively use this technology.<br \/>\nWhile they don\u2019t necessarily feel the need to be \u2018always-on\u2019 like millennials, they are happy to get to grips with tools such as Skype which allow them to keep in touch with their families, and sites such as Flickr which allow them to post and share favourite photos.<\/p>\n<h4><strong>They prefer word of mouth<\/strong><\/h4>\n<p>Yes, in some instances, but word of mouth works particularly well between generations \u2013 which provides a huge opportunity for heritage brands. According to <a href=\"https:\/\/www.nielsen.com\/insights\/2012\/consumer-trust-in-online-social-and-mobile-advertising-grows\/\">Nielsen&#8217;s<\/a>, 92% of consumers trust recommendations from friends and family over other forms of advertising. Treating the over-50s as a marketing asset helps the brand build long-lasting loyalty among the millennial audience \u2013 who will, in turn, go on to share their experience on social.<\/p>\n<h4><strong>None of their role models are on social<\/strong><\/h4>\n<p><img decoding=\"async\" class=\"wp-image-3360 alignleft\" src=\"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/Twitter-logo-150x150.png\" alt=\"Twitter\" width=\"113\" height=\"113\" srcset=\"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/Twitter-logo-150x150.png 150w, https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/Twitter-logo-20x20.png 20w\" sizes=\"(max-width: 113px) 100vw, 113px\" \/>Baby boomers may be the smallest demographic using Twitter (about 31%), but they are also one of the fasting growing audiences on this platform. This may be because some of our favourite and most <a title=\"Celebrities over 50 using social media\" href=\"http:\/\/collegetimes.com\/2014\/02\/05\/celebrities-50-better-social-media-us\" target=\"_blank\" rel=\"noopener noreferrer\">talked-about celebrities<\/a> have passed their half-century, and lead the way on Twitter:<\/p>\n<ul>\n<li><strong>Ellen De Generes<\/strong> \u2013 29m followers and 9k tweets \u2013 and creator of this year\u2019s most retweeted selfie from the Oscars.<\/li>\n<\/ul>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">If only Bradley&#8217;s arm was longer. Best photo ever. <a href=\"https:\/\/twitter.com\/hashtag\/oscars?src=hash&amp;ref_src=twsrc%5Etfw\">#oscars<\/a> <a href=\"http:\/\/t.co\/C9U5NOtGap\">pic.twitter.com\/C9U5NOtGap<\/a><\/p>\n<p>\u2014 Ellen DeGeneres (@TheEllenShow) <a href=\"https:\/\/twitter.com\/TheEllenShow\/status\/440322224407314432?ref_src=twsrc%5Etfw\">March 3, 2014<\/a><\/p><\/blockquote>\n<ul>\n<li><strong>Stephen Fry<\/strong> \u2013 an early adopter with 7m followers and 20k tweets<\/li>\n<li>The formidable <strong>Mrs Sharon Osbourne <\/strong>\u2013 2m followers and 3k tweets<\/li>\n<\/ul>\n<blockquote class=\"twitter-tweet\" lang=\"en\"><p>Rocky the Rock Star at his first gig with his fans! <a href=\"http:\/\/t.co\/yYUC25KBcP\">pic.twitter.com\/yYUC25KBcP<\/a><br \/>\n\u2014 Sharon Osbourne (@MrsSOsbourne) <a href=\"https:\/\/twitter.com\/MrsSOsbourne\/statuses\/489894849534238721\">July 17, 2014<\/a><\/p><\/blockquote>\n<p>As the current generation of digitally native 35-49 year-olds fast approach the halfway mark, and with the number of <a title=\"Social networks and baby boomers\" href=\"http:\/\/researchresults.wordpress.com\/2014\/06\/09\/social-networks-and-baby-boomers\/\" target=\"_blank\" rel=\"noopener noreferrer\">baby boomers on social media tripling in the past four year<\/a>s, it\u2019s clear that both brands and advertisers need to do some serious thinking about how they segment this powerful audience and the channels on which they target them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to the Office of National Statistics (ONS) there are over 22 million people aged over 50 living in the UK. In the US, the baby boomer generation \u2013 post-World War II babies born between 1946 and 1964 \u2013 accounts for an impressive 77 million of the population. Yet on both sides of the Atlantic,&hellip;<\/p>\n","protected":false},"author":3,"featured_media":3547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[290,16],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2014\/10\/Social-media-platforms.jpeg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"ouynWQh35c\"><a href=\"https:\/\/thesocialelement.agency\/ten-myths-50s-social-media\">Ten Myths About the Over 50s on Social Media<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/thesocialelement.agency\/ten-myths-50s-social-media\/embed#?secret=ouynWQh35c\" width=\"500\" height=\"350\" title=\"&#8220;Ten Myths About the Over 50s on Social Media&#8221; &#8212; The Social Element\" data-secret=\"ouynWQh35c\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! 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