New research suggests mobile is a key channel to target wealthy, educated over 50s.

Over 50s are more likely to start using social networking sites on their mobiles than their younger counterparts this year, according to new research.

Around 400,000 British adults over 50 use social networking sites on the move, a 52% increase on last year, while the number of mobile social networkers under 30 rose by 48%.

Over 50s who access blogs, social networking or content sharing sites on their mobiles are also around three times more likely to earn £50,000 or more than other adult mobile-owners. They are also 45% more likely to be educated to degree level.

The research, from WPP-owned Kantar Media’s TGI MobiLens survey, also found the over 50s mobile social networking market is 85% more likely to have spent £2,500 or more on holidays in the last year and 64% more likely to have four or more credit or debit cards compared to all mobile-owning adults.

Kantar Media TGI director Daniel Flynn says: “Many brands are focusing on younger demographics, but marketers would be sensible to focus on more mature mobile social networkers as well.”

YouGov Insights:

Apps

  • Amongst the 18-24 age-group, women are nearly twice as likely to never have downloaded a single app compared to their male counterparts.
  • For women, the most popular apps include ebay, Ubertwitter, Sudoku and Bejewled. Men’s favourite apps include Sky Sports, Maps and Gmail.
  • Across all age-groups, women are more likely to have obtained a new smart-phone in the last six months, than men of the same age.
  • Nearly 1 in 4 men will find an app by looking on the web compared to only 1 in 8 women.
  • 40-54 year-old women are almost as apps-active as their 18-24 year-old counterparts.

Source: Marketing Week 13 January 2011

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