If your marketing and communication plans to reach residents and prospective residents don’t already include social media, new research may convince you of the need.
The use of social media among those aged 65 or more years has more than tripled since 2010, according to a new analysis from the Pew Research Center. Now, 35% of those in this age group report using social media compared with 2% in 2005 when Pew began tracking usage.
Fifty-one percent of adults aged 50 to 64 now use social media, compared with 5% in 2005 and 33% in 2010.
Among adults in general, 65% now use social networking sites, a nearly tenfold jump since 2005, according to the report. Adults aged 18 to 29 years are the most likely to use social media—with 90% of those in this age group reportedly using it—although their usage began to level off as early as 2010.
The report authors analyzed data from 27 national surveys of Americans, about 47,000 interviews of adult Internet users and about 62,000 interviews among all adults conducted by the Pew Research Center from March 2005 to July 2015. The report also includes differences based on other demographic characteristics, such as socioeconomic status, education level, gender, rural/suburban/urban dwellers and race and ethnicity.