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The holidays were very good to me this year, and it appears the gifts keep coming. The Pew Research Internet Project has released its annual look at social media site usage. New this new year? More seniors than ever using social networks, specifically Facebook.

Chart - Social network site use by age

When we look at the 50-64 year old age group, we see the biggest gainer among the social networks was Pinterest. 14% of online Baby Boomers were pinning in 2013; 27% of online Boomers were using the platform in 2014.

Specific to seniors 65 years or older … Maeve Duggan and the other authors of this Pew report write:

“For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.”

LinkedIn saw a big uptick from this group, reflecting the influx of Boomers into the “senior” category. Pinterest also is gaining in popularity with older adults, as the table below shows.

Table - use of Facebook LinkedIn Pinterest by Boomers and Seniors - 2015

To access Pew’s report: http://pewrsr.ch/17HC1Op

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About The Author

Erin Read

Erin Read spearheads integrated and digital marketing programs for organizations targeting mature consumers. She writes, researches and speaks about marketing to baby boomers and seniors. Erin has addressed local, regional, international conferences on generational marketing. She is the co-author of three national studies/eBooks (Photo Finish; Social, Silver Surfers 2010 & 2013) and the principal blogger for Mature Marketing Matters.

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