As more adults use social networking sites, retailers take note
By Jay Keller
And, as the number of social networking site users continues to grow, so does the adult use of social networking sites.
This growing trend over the past few years also means that retailers are right to be spending a lot of time and resources in nurturing and growing their own social media presence to reach a growing market of customers.
According to an ongoing study of social media usage by the Pew Research Center’s Internet & American Life which first began in 2005, researchers continue to find that while younger adults are the most likely to use social media, older internet users in recent years have grown substantially.
Online adults today spend more time on social media with 72 percent of online adults visiting popular sites.
Just five years ago, only 29 percent of online adults were likely to like, comment on, share or retweet while surfing the internet.
“As of May 2013, almost three quarters (72%) of online U.S. adults use social networking sites, up from 67 percent in late 2012,” researchers said in the 2013 report. “When we first started asking about social networking sites in February 2005, just eight percent of online adults said they used social networking sites.”
What’s more is that population of adults over the age of 65 have nearly tripled their online presence over the past four years.
Researchers found that six out of ten internet users ages 50-64 are social networking site users while 43 percent of those ages 65 and older share and comment.
Research also shows that women have been especially avid users of social media with an eight-percent gap between the proportion of men and women who visit sites like Facebook, Twitter, Instagram and Pinterest, according to the Pew research.
Pew researchers also dug a little bit deeper into how online adults use Twitter, finding that the percentage of internet users who are on Twitter has more than doubled since November 2010 from nine percent to 18 percent.
Twitter is, however, still a more popular destination for internet users ages 18-29 with 30 percent limiting messages to 140 characters.