Just when I thought I was the only “happening” 40-something business woman out there still trying new things, Pew had to spoil it all for me! I’m talking about adults’ use of social network sites, as researched by Pew Internet & American Life Project's December 2008 tracking survey.
A relative “newbie” to social networking, I’m hardly the only aging adventurer navigating this new marketing tool ... because according to Pew, “35% of American adult internet users have a profile on an online social network site.”
In fact, Amanda Lenhart, the Senior Research Specialist behind the report, asserts that, “While media coverage and policy attention focus heavily on how children and young adults use social network sites, adults still make up the bulk of the users of these websites" (emphasis mine).
Another demographic surprise for me was the number of Hispanic Americans who were social network users: 48%, the largest category. Now, these folks are not my business' target market. But if it were, I know where I’d be focusing more of my communications efforts!
For more information, read the full report [Download PIP_Adult_social_networking_data_memo_FINAL.pdf ] from Pew Internet & American Life Project, or visit their site for more information. And for help in tapping into this market, contact me.
About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit BrendaFriedrich.com.
