Boomers are Booming Online
Pew Internet has reported recently that Baby Boomers are using social media at high rates (47% for those aged 50+), and that seniors are the fastest growing segment (doubling in a year to 26% for those 65+), however an interesting fact has surfaced about a certain cross section of these segments: Baby Boomer Caregivers. They are even more heavily reliant on social networking than general boomers.
According to ComScore, 91% of Boomer caregivers are using Facebook and another 29% are using blogging sites like WordPress.
This provides a unique opportunity for marketers trying to sell healthcare products and services generally targeted to caregivers (e.g., Alzheimer’s) or for those trying to build goodwill from a Pharma corporate standpoint. One idea building off this information is being leveraged by Genworth Financial. They’ve created a Facebook page where men and women can celebrate the caregivers they know and love in their life by posting a story of praise. The page has 13,400 fans and has a steady stream of posts.
You can read the article here.
http://adage.com/adagestat/post?article_id=147013
And see the Genworth Financial Caregiver Facebook page here: