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Internet Demographics

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[ Social Media]

People interested in social media marketing often ask me how age impacts Internet usage, and there’s clear drop off in usage as people age. Now, new data from Pew Internet & American Life Project and eMarketer shows this drop off clearly.

Among the interesting things is how much Generation X and Generation Y use the Internet, likely because both generations grew up with it. The data holds on fairly well until you hit age 71, when Internet usage drops significantly.

Internet usage by age

Internet usage by age is clear. But Internet usage by gender is a little less clear, with men (78%) slightly outpacing women (75%). Internet usage by ethnicity shows that whites (78%) are pretty similar to Latinos (75%), with both exceeding usage among African-Americans (68%). Not surprisingly, Internet usage increases with education and income.

All the other data I’ve seen shows that numbers across the board continue to climb, and even if you’re targeting older Americans, there are sites such as Eons and Third Age that do a great job targeting older people for social media marketing.

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