Over 60s most likely to share on Facebook

Staff Writer
By Staff Writer, ITWeb
Johannesburg, 12 Jul 2016
A study shows people over 60 are most likely to share, comment and engage on social media.
A study shows people over 60 are most likely to share, comment and engage on social media.

Baby Boomers, those born between 1948 and 1967, are the ones who share the most on Facebook, according to a study by Fractl.

The research firm surveyed 2 000 regular Facebook users about their sharing habits. Fractl defined the act of sharing as sharing third-party content, either content someone else posted or a link from a Web site.

The survey results showed the average Facebook user logs onto the platform every day, and most admit to logging on more than once. The average user also shares content at least once a week.

Funny videos and articles are most likely to be shared and most shy away from heavier political content.

Fractl segmented those surveyed by generation: Millennials (born between 1977 and 1998), Generation Xers (born between 1967 and 1976), and Baby Boomers (born before 1967).

It found Baby Boomers are most likely to share political content, while Millennials are the least likely to do so. Baby Boomer women were found to be the most likely to share pictures of cute animals or babies and photos of food. Gen Xers are the least likely to share pictures of their food.

The study ties in with recent research done by Penn State University in the US, which states senior citizens are the fastest growing demographic on Facebook.

Social bonding and social bridging were cited as the main reasons for joining. Social bonding is the desire to stay connected to family and keep in touch with old friends. Bridging is the desire to find and communicate with like-minded people.

"This isn't just a fast-growing market, but also a lucrative one," said Shyam Sundar, distinguished professor of communications and co-director of the Media Effects Research Laboratory at Penn State, in a statement.

"Older adults have much more disposable income than teens and college students, and would be more desirable for advertising."