Nielsen: Facebook a Top Destination for Internet Users Over 65

12-11-09 Old People image 1Facebook was the third most-visited destination of Internet users over 65, trailing behind Google and Windows Media Player, according to a November survey conducted by The Nielsen Company.

Only a year ago Nielsen reported that, for the 65 and over demographic, Facebook was much further down on the list of most-visited sites, ranking 45.

Nielsen Destination Sites for users 65 and over

Usage of social networking and blog sites for this age group has increased 53% in the past two years and comprise 8.2% of visitors to these sites, Nielsen reported.

As previously discussed here, women in the senior demographics have led Facebook growth for much of this year, according to Facebook’s self-reported data, at least from February through September. Nielsen alsoreported that female Internet users outnumber men in this age group, similar to patterns of Facebook use we previously reported.

Nielsen Activites for users 65 and over

In February, Facebook’s fastest-growing segment was women over 55, although the men in that age group weren’t flocking to the site in nearly the same numbers. This trend continued into September when many more women aged 45-65 were joining Facebook than men that age, with nearly twice as many women over 55 than men.

Last month female users continued to dominate Facebook, totaling 56.1% of users.

Nielsen noted a similar pattern with Internet usage, “Among people 65+, the growth of women in the last five years has outpaced the growth of men by 6 percentage points.”

Why should marketers care about the 65 and older online crowd, which Nielsen reported totals just 17.5 million, as of November?

Well, this age group comprises 13% of the population and tends to have both more disposable income and leisure time than other demographics.

In others words, they have more money to spend and more time to browse than others. And given the rapid growth of Facebook use among this population, there’s potential to cultivate this surging market.

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Leave a Reply

8 Responses to “Nielsen: Facebook a Top Destination for Internet Users Over 65”

  1. Emoderation's Social Media Round-Up #18 - A Sense of Community - Blogs - Brand Republic says:

    [...] friended by their grannies, I confess I thought we were speaking figuratively. It appears not – users aged 65 and up have increased by over half in the last 2 years and now make up 8.2% of their total membership. [...]

  2. Give the Gift of a Facebook Page To Someone You Love This Holiday : code name max says:

    [...] to a recent article in Inside Facebook, Facebook is the #3 destination for people over 65.  You first reaction may be, OMG the Geritol [...]

  3. 55+ Crowd Loves Facebook More Each Day « StraightUpSearch says:

    [...] skip ahead 10 months and according to a recent article on Inside Facebook, of the top 10 online destinations for people 65+, Facebook was placed third [...]

  4. | Destinati Agency says:

    [...] the big deal? A post on Inside Facebook about the Nielsen report explains that this demographic is important because “this age group comprises 13 percent of [...]

  5. Rick B says:

    I feel that there more of a mixed group of people on Facebook unless the teens that I’ve see on there personally are not real.
    This goes with the saying it takes a village. lol.

  6. Give Facebook to Someone You Love this Holiday says:

    [...] 19th, 2010 · No Comments According to an article in Inside Facebook, Facebook is the #3 destination for people over 65.  You first reaction may be, OMG the [...]

  7. LEFT BEHIND: The Painful Price of Not Keeping Up With Technology | Synapse3Di says:

    [...] they were sent over kicking and screaming, but they are foreigners in a foreign land.  Although a Nielson study showed that those 65 years and older pick Facebook as one of their top internet destinations, [...]

  8. Social Media Round-up #18 | eModeration says:

    [...] friended by their grannies, I confess I thought we were speaking figuratively. It appears not – users aged 65 and up have increased by over half in the last 2 years and now make up 8.2% of their total membership. [...]

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