The number of Baby Boomers using social media has skyrocketed, according to results from an annual study on media consumption patterns and product memorability released by Boston-based agency Schneider Associates.
Schneider’s “Most Memorable New Product Launch Survey” discovered that while social media usage increased across all generations in the last year, no age demographic has witnessed as many new online members as the Baby Boomer generation, whose presence on social platforms has effectively doubled from 24 percent in 2016 to 48 percent this year.
The increased use of social media among Boomers is driven almost entirely by Facebook, according to the study, growing among Boomers from 14 percent in 2016 to 35 percent in 2017.
Boomers’ sharp uptick in social media usage now makes them comparatively diverse in their overall media usage habits: more than half of Baby Boomers polled — 58 percent — said they also still rely on traditional media sources such as articles in magazines or newspapers, compared to only 35 percent of Millennials and 49 percent of GenX members.
The study also revealed that 40 percent of all surveyed said they’re now consuming news more often and from more sources than they were a year ago. When asked what factors caused their news consumption habits to increase, 60 percent cited changes in the U.S. political climate.
Schneider’s MMNPL survey, which studies the state of product launches, ranks consumer behavior regarding what new product launches consumers recognize as most memorable. The top ten product launches that consumers remembered most in 2017 were as follows: iPhone 8 (#1), Samsung Galaxy Note 8 (#2), Nintendo Switch (#3), Starbucks Unicorn Frappuccino (#4), Google Home (#5), Dominos Bread Twists (#6), Google Pixel (#7), Taco Bell Double Stacked Tacos (#8), Taco Bell Naked Chicken Chalupa (#9) and Microsoft Surface Laptop (#10).
Schneider Associates’ 16th Annual “Most Memorable New Product Launch Survey” was conducted by research firm Sentient Decision Science and polled nearly 1,000 consumers in October.