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Social Networking sees Demographic Shift

The latest data from Nielsen revealing that increasing numbers of older people are joining Facebook in the US, with a significant growth in the over 60s age group, is a pattern which UK marketers need to prepare for, according to search agency, WebCertain. International Social Media Summit

The change in demographics was discussed at WebCertain’s International Social Media Summit in London last week (14 May) when Alex Burmaster, Communications Director EMEA for Nielsen Online, revealed that the social networking and blogging audience has become more diverse in terms of age.

The shift has primarily been driven by Facebook whose greatest growth during 2008 came from the 35-49 year old age group (+11.3m)*; and also added a significant number of 50-64 year old users (+8.3m) compared with under 18 year old visitors (+1.7m).

“The UK and European market usually follows the US, so big brands need to start thinking now about how they can optimise these new audience demographics and start building appropriate applications,” explains Andy Atkins-Krüger, Managing Director of leading UK multilingual search agency, WebCertain. “With more than two thirds of the global online population now visiting social networks and blogs, there are some significant new opportunities for brand building, but marketers need to move fast and stay ahead of the latest trends if they are going to make the most of them.”



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