College Students’ Facebook Use Easing Up Over the Summer, While Parents Logging On in Record Numbers

As Facebook crosses the 70 million active US user mark this month, one surprising group of Facebook users is actually coming back less: college students. Facebook’s audience amongst users 18-25 decreased by nearly 600,000 users (3%) in the last month, while their parents (and grandparents) are logging on in record numbers.

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While users 18-25 are still the largest age group on Facebook by far, college-age students and recent college grads are easing up on Facebook over the summer. Why? Now that most students are out of school and busy working, they may just have less time to keep up with friends than they do during the school year.

However, as you can see, the number of US Facebook users over 35 grew significantly in the last 30 days, up by nearly 1.5 million in each of the 35-44, 45-54, and 55-65 categories. In fact, the number of US Facebook users 45-54 has more than tripled in the last 6 months, to a record 7.7 million active users today.

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Thus, it appears that recent dips in baby boomers’ Facebook usage were only short-lived. Usage amongst users over 55 have just surpassed their March 2009 levels to reach all time highs – now, nearly 4.2 million Americans over 55 are logging into Facebook each month. The fastest growing group? Men over 55 – up 42% in the last month to nearly 1.5 million. The number of women over 55 on Facebook grew by 39% in the last month to over 2.5 million.

Facebook users over 26 now represent 60% of the total US Facebook population – and users over 45 now represent nearly 1/5 of Facebook’s US audience. In other words, Facebook now presents larger and larger marketing opportunities for brands interested in reaching older adults.

facebook-demographics-3

Methodology

All of these numbers are estimates provided by Facebook through its advertiser tools. We have been monitoring Facebook’s data closely over the last year.

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Leave a Reply

27 Responses to “College Students’ Facebook Use Easing Up Over the Summer, While Parents Logging On in Record Numbers”

  1. Jacob Brown Designs Blog » Is Facebook in need of a Facelift? says:

    [...] Last month alone…users between the ages of 18-25 deceased by nearly 600,000 (3%) while their parents and even grandparents have been hitting record [...]

  2. Jacob Brown says:

    This is not surprising to me at all from what I’ve been hearing lately from current Facebook users. Many of them are losing interest for several different reasons. More information on why this is happening @ http://bit.ly/CHuwB

  3. Baby Boomers Growing in Facebook Usage says:

    [...] this article on how Facebook’s demographics are [...]

  4. Bruce Christensen says:

    I spent the last few days camping with several 50+ couples…
    The conversation around the fire was Facebook and how we are all using online networks to connect with our grown children. There was a couple that had not made the leap into this space and they really got the sales pitch from all the rest.

    I witnessed word of mouth testimonials and peer pressure in action. This has added to my excitement for Facebook applications that appeal to these people like me.

    Our college-age children may be leaving for a while, but many will be brought back in for family connections rather than traditional “befriending”.

  5. Which Entertainment Apps Are Growing on the Facebook Platform? says:

    [...] In the U.S., Facebook users between the ages of 18 and 25 (Facebook’s largest age group) have decreased by about 600,000 users this past month. Their parents and grandparents, by contrast, are finding their way to the site [...]

  6. Parents Logging On to Facebook in Record Numbers | eJewish Philanthropy: The Jewish Philanthropy Blog says:

    [...] From Inside Facebook come the following charts looking at the latest demographics for the social network. The over 35s in the US now account for 36% of all users with over 45s making up 17%. Meanwhile usage levels by the over 55s has reached ‘all time highs’, in particular women 55+, who now number 2.5 million users. [...]

  7. Joshua Ledwell says:

    In the first graph, the 18-25 total is much higher than the sum of male and female. How can that be?

  8. Link roundup: read & recommended between July 11th and July 16th | breebop.com says:

    [...] College Students’ Facebook Use Easing Up Over the Summer, While Parents Logging On in Record N… – As Facebook crosses the 70 million active US user mark this month, one surprising group of Facebook users is actually coming back less: college students. Facebook’s audience amongst users 18-25 decreased by nearly 600,000 users (3%) in the last month, while their parents (and grandparents) are logging on in record numbers. #arkayne { background: transparent; text-align: left; vertical-align: top; margin: 5px 0px; padding: 0px; font-family: verdana; font-size: 11px; color: #; } #arkayne a { text-decoration: none; color: #; background: none;} #arkayne a:hover { text-decoration: underline; } #arkayne ul { margin: 0px; padding: 0px; list-style: none; } #arkayne ul li { margin: 3px; 0px; padding: 0px 10px; display: list-item; background-image: url(‘http://www.arkayne.com/img/box_off.png’); background-repeat: no-repeat; background-position: 0px 5px; } #arkayne ul li:hover { background-image: url(‘http://www.arkayne.com/img/box_on.png’); } #arkayne p { margin: 5px 0px; padding: 2px; font-weight: bold; font-family: verdana; font-size: 12px; color: #; border-bottom: 0pxpx solid #;} #arkayne div { clear: both; margin: 5px 0px 5px 10px; } #arkayne .global { color: #FF5200; font-size: 10px; } var gaJsHost = ((“https:” == document.location.protocol) ? “https://ssl.” : “http://www.”); document.write(unescape(“%3Cscript src=’” + gaJsHost + “google-analytics.com/ga.js’ type=’text/javascript’%3E%3C/script%3E”)); var pageTracker = _gat._getTracker(“UA-9413257-4″); pageTracker._trackPageview(); [...]

  9. Facebook add’s more grey hairs… - GridLock - Just another KM / Tech Blog says:

    [...] was an interesting story featured on inside facebook that talks about how what was traditional a younger persons application has been adding record [...]

  10. Over 50 Million Facebook Users Related to Somebody | Helping You Make Money Online www.ProfitWorx.com says:

    [...] points to a report showing that the number of US Facebook users over 35 grew significantly in the last 30 days, up by [...]

  11. Over 50 Million Facebook Users Related to Somebody - Programming Blog says:

    [...] points to a report showing that the number of US Facebook users over 35 grew significantly in the last 30 days, up by [...]

  12. Over 50 Million Facebook Users Related to Somebody | says:

    [...] points to a report showing that the number of US Facebook users over 35 grew significantly in the last 30 days, up by [...]

  13. Graying of social media users is good thing « Chris Celek says:

    [...] The number of Facebook users 18-25 years old decreased by nearly 600,000, while their parents (and grandparents) used the [...]

  14. College Students’ Facebook Use Easing Up Over the Summer « Smart Student Living says:

    [...] As posted on InsideFacebook.com [...]

  15. New Study Shows How Different Generations Use Facebook says:

    [...] from Inside Facebook earlier this year have shown the growth in Facebook use amongst users over 35 and baby boomers especially. Now, a new study from Anderson Analytics shows [...]

  16. gkv / blog : Social Media : This Isn’t Your Kid’s Facebook says:

    [...] Facebook, an independent blog site which tracks Facebook trends for both developers and marketers. According to user data released on July 6, 2009, the number of adults ages 35 to 65 logging onto Facebook is growing in [...]

  17. Taleo Research Offers Insights in Social Networks and Talent Strategies says:

    [...] The Consumer Internet Barometer found 43% of the online community now use social networking sites, up from 27% a year ago. But College Students’ Facebook Use Easing Up Over the Summer, While Parents Logging On in Record Numbe…. [...]

  18. Sarah Palin Turning To Facebook To Spread Her Political Views says:

    [...] people, but Palin has been successful reaching older demographics, which is also testimony to the growing popularity of Facebook among older users. Add Comment [...]

  19. Draft #1: Twitter+Higher Education [a work in progress] « Romping around the digital media scene says:

    [...] [iv] http://www.insidefacebook.com/2009/07/06/college-students-facebook-use-easing-up-over-the-summer-whi… [...]

  20. UWtwtrbook Chapter: Higher Education « Romping around the digital media scene says:

    [...] [iv] http://www.insidefacebook.com/2009/07/06/college-students-facebook-use-easing-up-over-the-summer-whi… [...]

  21. The Face(book) in the Mirror is Getting Older « Mature Marketing Matters says:

    [...] older social networkers flocked right off again in the spring. Despite that dip, as of July 2009 usage among users over 55 reached all time highs. And 90% of those over 65 years old who are active in social networks prefer [...]

  22. Social Media says:

    [...] into a broader set of consumers and an older demographic. It’s interesting that Facebook’s own statistics show that when kids are working during the summer months, they’re using Facebook less. Likewise, [...]

  23. Facebook Marketing Demographics | SkyworksMarketing.com says:

    [...] in the summer of 2009, InsideFacebook.com has reported a shift in the demographics of Facebook users, reflecting a slight decrease in student [...]

  24. Buzz.com for Businesses on Facebook « onecoolsitebloggingtips.com says:

    [...] 4 tags: Buzz.com, demographics, Facebook by timethief The changing nature of Facebook  from a college friends connecting site to reflect Fastest Growing Demographic on Facebook: Women Over 55 is accompanied by other [...]

  25. Terri Fang says:

    I reported a guy for posting the most obscene & disgusting porno yesterday, check your files In revenge, he’s hacked my account, which I now can’t access. Unless of course you shut me down. Why is it that you allow guys to post penis pix & disgusting porno & you shut down women for the slightest naughtiness? Perhaps The Federal Human Rights Commission has the answer.

    Thank you in advance for your kind attention
    Terri

  26. centrum handlowe says:

    I in good conscience enjoy this blog. It was extremely informative as well as useful. I will come back to follow on upcoming articles.

  27. Moms, kids and social networking | Clearcast Digital Media Blog says:

    [...] crowd, but it has also produced a bump of 1.5 million users among those over 35. According to some usage figures, active facebook users in the US now total 70 million, with 60% of them over [...]

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