More older UK users on social media than previously thought

The number of older users on social media sites in the UK could be higher than previously estimated, research shows.

The number of older users on social media sites in the UK could be higher than previously estimated, research shows.

A study conducted by Mailjet suggests the stereotype of internet users aged 55 and over steering clear of social media may not be completely true, eMarketer reports.

It found that around 20 per cent of respondents to the survey have a Twitter account, while nearly a quarter use messaging app WhatsApp. However, Facebook is by far the most popular platform among this demographic, with 69 per cent of survey participants having a profile on the site.

Despite this, social media usage among older internet users is still likely to be lower than that of their younger counterparts. Data from eMarketer suggests that by the end of 2016, 50 per cent of 55 to 64-year-olds with a Facebook account will be active users, falling to 30.7 per cent among the over-65s.

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.

supportive