My mom, aware that I’m taking a seminar discussing Facebook, sent me the following text last week (edited for clarity):
Was at a department meeting where they brought a speaker in about marketing doctors using the web. She was in her 20s talking enthusiastically about blogs and social media and search engines. When she paused and asked, “How many of you have Facebook accounts?” expecting a unanimous response, only ONE person raised her hand (a resident). The speaker looked crestfallen and disbelieving: “You’ve heard of Google, haven’t you?!” One of the attendings responded, “We don’t have time for Facebook or blogging!” What a generation gap!
Nothing in her text took me by surprise. Do adults use Facebook? All anecdotal evidence, as well as stereotypes of those of my parents’ generation, pointed to the contrary. After all; adults don’t have large social circles that they interact with regularly; they don’t have time to waste on the Internet; they don’t even know how to use technology; and, finally, they adapt more slowly than teens to changes in modes of communication. Most importantly, I thought, adults don’t feel the need to advertise themselves — they’re married, they’ve settled down, and they’ve made all the friends that they’re going to make. On the other hand, those of the younger generations constantly prune their profiles to showcase their sharpest-looking photos, wittiest status updates, and expansive friend circles, as we’ve discussed. If adults don’t need to advertise themselves — the unspoken primary function of Facebook for many — can’t they just stick to email or pen and paper?
They can’t, and they haven’t. Studies such as this (conducted by Pew Research Center, 2010) suggest that 50% of Facebook users are 36 or older. Further data suggests that the number of users in the 18- to 24-year-old range is slowly being eclipsed by the number of 24- to 34-year-olds on the site. Also, 26% of internet users 65 and older apparently use social media. Says Mary Madden of the Pew Research Center, “Young adults continue to be the heaviest users of social media, but their growth pales in comparison with recent gains made by older users.”
Is it advantageous for Facebook to attract older users? Certainly. While it may spoil the site’s youthful image for some, and force teens to be conscious of parental privacy concerns, an expanded user demographic is a positive indication of maturity on an organization’s part. Also, it might help that a greater percentage of Facebook users are older, as younger users are less likely to become shareholders. Common sense says that if more users of “investing age” use the site, the company will attract more investors. Additionally, studies have shown that older users have higher click rates on Facebook ads, meaning greater ad revenue for the company. Most importantly, a larger and more varied user base means that Facebook is one step closer to becoming the indispensable utility that it wants to be… for an entire population, not just a generation.