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	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

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Executive Summary

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.

TABLE OF CONTENTS

• Midlife Australians Have Become A Valuable Online Audience
• Midlifers Have Embraced Social Media

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• Create High-Value Content And Experiences To Engage Midlife Australians
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