Note to PR Pros: The 65-and-Older Set is the Fastest-Growing Social Media Demographic

As goes the graying of America, so, too goes social networks. A recent Pew study shows that the demographics of social media users are changing quickly and getting older.

The number of users has risen to 72%, up 5% from last year, and 64% since Pew began tracking users in 2005.

One of the more salient stats in the study: 43% of respondents, ages 65 or older, said they are now using social media. That's nearly one-third higher than in 2009, making this demographic the fastest growing user-base within social channels.

This is important for PR pros to consider, given that most social media communications strategies generally target the 18-29 demographic. Granted, 89% respondents between the ages of 18-29 do use social media; however, engagement is strong across every demographic.

The message for communicators is clear: One, if you aren’t leveraging social media by now then you are missing an opportunity to reach a large and growing audience. Two, the social media audience is expanding across all demographics, and the  trend must play into your content strategy within each network. Don’t assume that young adults are your primary audience, because they may not be.

Follow Caysey Welton: @CayseyW

Comments Off


About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech


Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook


This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.