Social networking on the move: Over 50s accelerating faster than their younger counterparts

Today there are almost 400,000 adults in Great Britain aged 50+ who access blogs, social networking and content sharing sites through their mobiles. Although relatively small in size, this group represents an extremely valuable niche audience to marketers, reveals new insight from Kantar Media's TGI MobiLens study.  All the more so as this group seems set to continue to grow rapidly in size and potential in the coming months and years.

Kantar Media TGI director Daniel Flynn comments "With social networking one of the key drivers behind mobile internet use, it is little wonder that the young are flocking to mobile internet. However, in terms of value and growth rate the over 50s more than give their younger counterparts a run for their money. As a group, mobile social networkers aged 50+ have seen a 52% increase in size in the last year, compared to a 48% increase for mobile social networkers aged under 30".

Highlighting their value, these over 50s who access blogs, social networking or content sharing sites are well over three times more likely than the average 50+ mobile-owning adult to earn £50,000 or more. They are also just under three times more likely to do so than mobile owning adults generally.

They are not shy when it comes to spending their money either. Compared to the average mobile owning adult aged 50+ they are 82% more likely to have an iPod. They are also 45% more likely to have spent £2,500 or more on holidays in the last 12 months (and 85% more likely than all mobile-owning adults). In addition, they are almost 50% more likely to have four or more credit or debit cards (and 64% more likely than all mobile-owning adults).

A closer look at who this group are and what makes them tick compared to the average 50+ adult with a mobile only emphasises their value. The new TGI MobiLens data reveals an educated, ambitious, business-savvy group who enjoy taking risks and trying new things. For example, they are 45% more likely to be educated at least to degree level.

They are also over two and a half times more likely to want to get to the very top in their career and almost three quarters more likely to like trying new drinks. In addition, they are 63% more likely to feel it is important their household is equipped with the latest technology.

Efficiently targeting these silver mobile social networkers from amongst others their age can be straightforward. TGI MobiLens reveals they are significantly more likely than the average 50+ adult with a mobile to be amongst the heaviest fifth of consumers of the internet, outdoor media and cinema. More specifically, there are 87% more likely to notice ads on taxis, almost eight times more likely to access sports news or scores on their mobile and 70% more likely rate thrillers as their favourite type of film.