Sunday, January 16, 2011

The over-50s are bigger mobile social networkers than under 30s

According to an article in Marketing Week, over 50s are more likely to start using social networking sites on their mobiles than their younger counterparts this year, according to new research.

The research, from WPP-owned Kantar Media’s TGI MobiLens survey, found some interesting things.
The over 50s mobile social networking market is 85% more likely to have spent £2,500 or more on holidays in the last year and 64% more likely to have four or more credit or debit cards compared to all mobile-owning adults.
Around 400,000 British adults over 50 use social networking sites on the move, a 52% increase on last year, while the number of mobile social networkers under 30 rose by 48%.
Over 50s who access blogs, social networking or content sharing sites on their mobiles are also around three times more likely to earn £50,000 or more than other adult mobile-owners. They are also 45% more likely to be educated to degree level.

It doesn’t take a genius to see that the research company concluded that mobile is a key channel to target wealthy, educated over 50s.

In a separate study, YouGov found that 40-54 year-old women are almost as “apps-active” as their 18-24 year-old counterparts.

I am never that convinced by these research studies. The main message for marketers is that older, educated and wealthy consumers are not that much different in their use of technology from the average younger person. Dick Stroud

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