A few weeks ago we explored the lure, or to put it bluntly, the obsession, with online social networking.  As most know, this phenomenon was originally targeted towards teenagers and young adults, but as the usage of social media increased, so did the age group of its users.  Meaning: middle aged and older adults have hopped on the bandwagon, and at increasingly high amount at that.  But why?  If the concept was initially intended for a younger crowd, how would it appeal to adults?  And of course, the most important question, what does this mean for marketers?

Its been shown that sixty-five percent of all U.S. adults are now using social networking sites, which is up from sixty-one percent last year, and an astonishing five percent in 2005.  As we discussed in our previous blog, social sites are direct, instant, and very personal.  You can feel connected to someone without their physical presence. Those characteristics may shed light on the cause for the increased and continual use of social networking.

In our previous blog we also referenced Maslow’s Hierarchy of Needs, which details a specific set of human needs.  We found Facebook, and other social sites, have tapped into a human desire to belong and to feel important. It seems Maslow’s Hierarchy does not age-discriminate. All humans possess these primitive needs which we perpetually seek to fulfill.

Social sites provide the perfect platform to achieve belonging and relevance.  More specifically, adult social networking users are much more likely to reconnect with people from their past.  These renewed connections can allow for a powerful support network when nearing retirement or embarking on a new career. In a Pew September 2009 survey, about half of all social networking users ages 50 and older said they had been contacted by someone from their past who found them online. Overall, 64% of social networking users have searched for information about someone from their past, compared with 30% of non-users.

Social media has certainly caught on with adults, and consequentially provides a great opportunity for businesses who target the 30+ age group, to develop a presence within this large community. Businesses owners need to take note of this change.  We can no longer assume the older generations will not be reached utilizing this this new marketing tool.  Most of the social media growth over the past year came from Americans over the age of 30, with seniors accounting for the bulk of it.  This significant statistic that can and will impact your business.  Of course, any new wave of technology can be overwhelming.  So it’s important to do your research, and understand the motivation behind your customers’ use of this technology in order to make a difference with them.