September 4, 2009

Midlife Australians Flock To Social Media

Thirty-five- to 54-Year-Olds Add Social Networks To Their Online Routine

by Steven Noble

with David M. Cooperstein, Christine Spivey Overby, Brendan McGowan, Kim Le Quoc, Jean-Yves Lugo

Executive Summary (This is a document excerpt)

Midlife Australians are online and active. This follows a year of rapid change in which Australians aged 35 to 54 increased the time they spend with the Internet along with their use of social media. Today, most online Australian adults regularly use social media in some way. Many midlife Australians visit social networks and consume content, but far fewer engage in more challenging online activities like creating content. To win them over, interactive marketers should distribute compelling digital content and experiences across every channel, from social networks to corporate Web sites, popular content sites, and email.

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