Check out an interesting breakdown of the different demographics from online monitoring company, Pingdom (via BrianSolis.com). It details how, despite a similar look and feel, the multitude of social networks have a very different make-up in terms of participants.
PR and Marketing thought-leader Brian Solis highlights a few interesting findings. For instance:
“The 45 to 65+ group, those who are usually considered laggards in the technology adoption cycle, symbolize almost one-third of total users of social networks. They’re equally connecting with not only each other but also the younger generations.”
It perhaps isn’t hugely surprising to those in-tune with Social Media and the web in general that people over the age of 25 are engaged with social networks. However, it is a crucial facet to publicise as it needs to be integrated into marketing campaigns. Also, the connections between the generations is often brushed-over when people discuss campaign strategy.
The stats in the Pingdom results are from the US, so you may ask what relevance they have to NZ. Well, in a country with far less critical mass, it’s even more important to make marketing campaigns appeal to as wide a group of people as possible (unless you are promoting sex or alcohol of course…) Addressing and encouraging social networking connections between all age groups in campaigns is a great way of accelerating the buzz and momentum.
As Solis concludes:
“In order to possess and convey value and meaning, it is anthropology, sociology and the psychographic mapping of people to themes, interests, and aspirations that will prevail now and over time.”