A recent white paper from the Pew Research Center suggests that the fastest growing segment of users across social networking sites is in the 50+ range.
I find this most interesting for businesses that sell to an older crowd and are pondering the addition of social media to their marketing mix. Small business owners I meet often seem reluctant to embrace social media because they do not believe their target market uses popular platforms such as Facebook and Twitter.
The data support the fact that, indeed, an older population of users is online; demographic searches I often run for clients also suggest that more people within your niche are online that you might suspect.
What do you think? Should businesses care about this shift and will it influence their social media strategy?