Social Media: Middle-aged Women In, Teens & Twentysomethings OUT
I knew this day would come (felt it in my bones, heard it in the wind, waited patiently for validation from the universe). According to a report by published today by Brian Solice (@briansolice) the average user of social media platforms (Twitter, MySpace, Facebook, etc.) is over 30 and a woman – gasp.One of the most refreshing insights that social media is showing us about ourselves is debunking the age myth (that the young (teens and 20-somethings) are the ones who adopt technology earlier, quicker and more abundantly than people in their 30’s, 40s and dare I say Baby-boomers).
The research has spoken and what it says is clear: take a time out kids, social media is being rocked by your mothers and grandmothers! A breakdown of the average age of social media users across various platforms will raise more than a few eyebrows:
In each and every social media platform (with the exception of Bebo) the age range of the average user is well above the age of 30. Even more surprising, the profile of the average user in social media (the one marketers should be targeting and wooing) is: women / 39.1 years old.
As Solice so bluntly puts it:
“In social media, not only do women rule, but it seems that the middle-aged are Social Media’s largest share holders.”
This may surprise many people, but it shouldn’t. Social media helps us to build, organize and manage our social networks. These tools becomes more attractive and vitally necessary the older we get. As we age we get married, have children, build careers, divorce, go back to school, reconnect with high school and college friends, travel, etc. More mature people need social media to keep them connected to what is, for most adults over 30, a complicated social world. How complicated can the social network of a 21 year old be?
Mommy bloggers and tweeters… the future is yours. They are the power-movers behind the social media machine. Gone are the days when it marketing a product was as easy as targeting a 21 year old with a flashy commercial and “hip” music. Advertisers are now beginning to realize that the myth that the youth are what drives the economy (and should, therefor, be sought after like a stripper at a bachelor party) was just that: a myth. Now, they’ll have to actually work, think and (get this) truly engage the more mature market that dominates social media and has lived enough of life not to be swayed by bells, whistles and bullshit.
So the logical question is, if the youth (teens and 20-somethings) aren’t congregating, communicating and dominating social media, where are they?
Read the Solice’s entire post here.