Statistics, insights into the use of social media by seniors 65 years old or better. How many members of the Silent Generation are using online social networks? How does this compare to younger generations? What does it mean for marketers?

1. Social Media and Americans 65+
At a Glance
• There is a wide range in the number of 65+ers reported to be involved
with social networking.
⇒ Pew Internet & American Life (Jan 2010) found that only
6% of all members of the Silent Generation had joined a social
networking sites—compare this to 75% of Millennials, 50% of
Gen X and 30% of Baby Boomers.
⇒ Deloitte found 36% of 63-75 year olds had a social net-
working profile.
• Of those matures who are involved with social networks,
Facebook dominates, used by 90% of 65+ (Anderson Ana-
lytics, 2009).
• If they’re not involved yet, they’re curious. In December
of 2010, Facebook was the third most-visited destination on
the Web for 65+seniors (Nielsen)
• Only 1% of all 65+ Americans have used Twitter (Pew, Jan 2010); those
over 65 make up 2% of Twitter’s user base
• 65+ users make up 3% of users across 19 major social networking sites
(Pingdom, Feb 2010)
• Classmates is the oldest skewing social network—10% of its membership is
over 65 (Pintdom, Feb 2010)
Insights for Marketers
Retirees are slowly trying out new media and becoming involved with social
networking. However, traditional media is still favored.
Relative to younger cohorts, 65+ Silent Generation members spend relatively
small amounts of their time online. While Exact Target found that 81% of re-
tirees have purchased an item online, these purchases were driven by tradi-
tional marketing channels—most significantly direct mail.
Approach social media marketing the same way your 65+ customers do: cau-
tiously. However, there are steps all companies should be taking today.
Understand site “flavors” user expectations and the nuances of communicat-
ing through each channel.
Consult with experts to create a plan for how social engagement will integrate
into the rest of your marketing program (direct mail, email, search engine opti-
mization and more) for maximum impact.