Social media isn't just for the kids anymore

When we think of the most avid users of social media and social networking, the image that comes to mind is probably that of a tech-savvy 20-something.

It's well-known that Gen Y has led the adoption of many of today's most popular social media services but is it really correct to assume that Gen Y is still leading the social media pack?

According to Accenture's latest Consumer Electronics Usage Survey, the answer is: no.

The fastest growing users of social media are now baby boomers, while it appears that Gen Y may be suffering from a bout of social media fatigue.

Accenture reports that boomers are:

• Reading more blogs and listening to more podcasts. Usage grew to 28% from 18% last year.
• Watching and posting more videos online. 36% of boomers are now doing this, up from 26% last year.
• Using social networks at a greater clip. 28% are now on them; only 18% were on them in 2008.

Meanwhile, Gen Y's use of social media seems to have plateaued. Gen Y blog and podcast consumption grew by less than 1% year-over-year, social network use grew by only 2% and video consumption/uploading actually dropped by 2%.

Accenture concludes that "generation Y’s cravings for consumer technology applications are leveling" while more boomers are getting acquainted with technology for a variety of reasons, including necessity.

Obviously, this data has a number of implications for marketers:

• Social media is becoming a viable platform for reaching 'older' consumers. Usage is now at a level at which meaningful numbers can be targeted.
  
• Developing social media marketing campaigns is inevitably going to become more complex. If marketers thought that social media was all about Gen Y and that they could tailor their campaigns on social networks accordingly, they're going to need to rethink that notion.
• As more boomers start using social media, the ROI realized from social media campaigns may shift. Social media marketing has taken a lot of flack over ROI issues. But as more and more boomers use these services, that may change as boomers tend to have more disposable income than their Gen Y counterparts and more importantly, their perceptions about advertising may oftentimes be less jaded.

Photo credit: mydearDelilah via Flickr.