Social Networking: Growing Among the 25-34 Age Group

» Posted by Jeanne Meister  » Posted on 08.11.09

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New research proves what my teenage daughter has been saying for the past year: social networking sites have been taken over by what she calls “the older folks,”–those over the age of 25.

According to the U.K.’s government communications watchdog, Ofcom, 30% of U.K. adults have a social profile on Facebook (up from 21% in 2007), but the share of 15-24 year-olds with a social profile has dropped from 55% in early 2008 to 50% this year. It’s not a massive fall, but it’s the first time the number has decreased. Over the same period, however, Ofcom’s research showed a corresponding increase from 40% to 46% in social networking for the 25-34 year-old age group.

And this decrease goes for Twitter as well as Facebook. Analyzing 250,000 Internet users in the U.S., Nielsen found that 25% of them were under 25. But only 16% of Twitter users were in that age group.

The chart below shows the explosive growth of Twitter among 25-54 age category—the working adults in your firms.

Teens on Twitter

So, the impetus to use social media inside your company may be coming from the Generation Xer’s (in their 30’s) and even the Boomers (like myself) rather than just the Millennials. And this trend will continue as all of us realize that using social media and joining social networks is important to stay employable as well as connect with old friends. Understanding these demographics are key especially if your firm is using any type of social networking for sourcing, developing and engaging talent.

Do these statistics jive with your experiences of what you see and hear around your firms? Share with me in the comments section, via email, or send me a note on Twitter.

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5 Comments

  1. Kit Stookey, August 18, 2009:

    Hi Jeanne:

    I see these statistics playing out with the businesses I engage with and through conversations I have with people of all ages, employed or not.

    We will need to keep an eye on what tools are being used by those who are just or will be soon entering the workforce and continue to integrate with all the other social media tools we’re trying to utilize in the workplace.

    Going to continue to be exciting to be part of the changing workplace and workforce.

    Regards,
    Kit

  2. AMS, September 1, 2009:

    Have you seen stats for the US based audience? I suspect there are parallel findings, but am curious.

    Good article!

  3. Jacque Shepherd, September 29, 2009:

    I find these social networking sites like LinkedIn, Twitter, and Facebook to be invaluable as communication reources, not just for keeping in touch with former co-workers, family, and friends, but also for a variety of work reasons. Research, recruiting, and advertising services are easily accomplished through this media. No wonder the age range for using social networking is expanding to the Boomers and beyond! This is a great resource for communication as well as advertising.

  4. Jeanne Meister, September 29, 2009:

    Jacque
    I totally agree with you. Now the challenge is to convince employers who may view usage of social networking at work with deceased productivity rather than exactly what you say in your post: increased productivity.
    Thanks for the comment
    Jeanne Meister

  5. chandrasekhar, March 15, 2010:

    good article. i want to know the problems existing in India

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