Over 50s ‘adopting mobile social media faster than youngsters’

New research from Kantar Media’s TGI MobiLens survey reveals that the over 50s market has risen in size by 52% since last year and is set to continue to grow rapidly in the coming months and years.

These over 50s who access blogs, social networking or content sharing sites via their mobiles are over three times more likely than the average 50+ mobile-owning adult to earn £50,000 or more. They are also just under three times more likely to do so than mobile-owning adults generally.

The new TGI MobiLens data reveals an educated, ambitious, business-savvy group who enjoy taking risks and trying new things. They are 45% more likely to be educated at least to degree level. They are also over two and a half times more likely to want to get to the very top in their career and almost three-quarters more likely to like trying new drinks. In addition, they are 63% more likely to feel it is important their household is equipped with the latest technology.

Compared to the average mobile-owning adult aged 50+ they are 82% more likely to have an iPod. They are also 45% more likely to have spent £2,500 or more on holidays in the last 12 months (and 85% more likely than all mobile-owning adults). In addition, they are almost 50% more likely to have four or more credit or debit cards (and 64% more likely than all mobile-owning adults).

Kantar Media TGI director Daniel Flynn comments: “With social networking one of the key drivers behind mobile internet use, it is little wonder that the young are flocking to mobile internet. Many brands are focusing on younger demographics, but marketers would be sensible to focus on more mature mobile social networkers as well. As a group, mobile social networkers aged 50+ have seen a 52% increase in size in the last year, compared to a 48% increase for mobile social networkers aged under 30.”

Source: www.kantarmedia.com