August 12, 2019
According to the overview of Emily Knox, Head of Social and Content in Tug (), users of the most popular social media networks in recent years are the elderly. 15–25-year-old people were the core of each social network at the beginning of its working. World demographic trends toward increased life expectancy and changes in real distribution of people of different ages has led to a shift in t...he population of social media. For instance, Facebook lost 700,000 people (as regular users) of 12–24-year-olds last year in the UK, but at that time about 500,000 new over-55-year-olds became Facebook regular users. That was the second biggest age group after 12–24-year-olds on Facebook. Snapchat and the new TikTok platform are more interesting for kids and teenagers than Facebook and Instagram where parents, school teachers and future bosses can watch their activity. TikTok has become incredibly popular with 68 million downloads since October 2018. Forecasts show that older people will generate half of global urban consumption between 2015 and 2030. Other bad news for marketers is the fact that only 5% of ads are aimed at over 50s in the USA. 89% of older people believe brands aren’t interested in them, and 86% want changes in ads that are targeted at them. So older group need special ways of engaging.