From a new brief on the concerns of Baby Boomers from the Center for Media Research:
These Social Media Mavens have more frequent contact with individuals across all types of groups within their social network, not just family or neighbors, but issue-oriented groups and co-workers as well:
- 73% responded ‘People often come to me for advice’
- Not merely amassing ‘friends’ or ‘connections’ they are communicating regularly.
- They also have more face-to-face contact and use smart phones more than other Boomers or Generation Jones respondents (78% responded ‘New technology plays an important role in my life’)
- They are equally likely to be male as female, which defies the stereotypical female profile of the voracious social media consumer
- Of this Social Media Maven group the majority are still working, more likely than the other segments to own their own business, most likely to engage in volunteer activity and to have the highest household income
- Social Media Mavens are more likely to try new products, technologies and seek new experiences. They are recommenders who embrace the role of technology in their connected lives
Lori Bitter, President, Continuum Crew, concludes that “With more time being spent online, and the emergence of the new Social Media Mavens among Boomers… for companies targeting the mature consumer… online media should be at the core of an integrated marketing campaign… ”
A term new to me: “Generation Jones,” younger Boomers born between 1954 and 1964. A slightly older cohort, born between 1934 and 1945 (before the official start of the Boomer Generation following World War II), is labeled “Generation Ike.”
My husband and I are in Generation Jones. Our older siblings fall into either Generation Ike or the older Boomers.
The new Boomer social mavens come from Generation Jones.
Does it make sense for your small business to have a social media presence?
