Millennials have an insatiable appetite for social media and mobile communications. But their elders are not too far behind when it comes to where they spend their time online.
▶ A (Dwindling) Generation Gap Online: In the online world you’re either a “native” (someone who grew up online and is familiar with its natural habitat) or an “immigrant” (someone who arrived on the digital shores after living for many years in an analog environment) and never the twain shall meet. Don’t be so sure.
For PR managers who want to segment their social media messaging, the gap between younger and older folk seems to be narrowing. Sure, a majority of social network users are now between the ages of 25 and 44. However, the engagement rates among people between the ages of 55 and 65-plus are expected to accelerate at a fairly steady clip through 2018, according to eMarketer.
Yet younger people are probably a bit more conditioned to online marketing messages than their older counterparts, and prefer a conversation to a sales pitch.
This article originally appeared in the November 10, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.
Source: eMarketer, August 2014