While Facebook remains the most popular app, the number of Baby Boomers who regularly use TikTok (+57%), Snapchat, and Instagram is growing, according to GWI.
Data revealed that growing engagement with video-based content has fuelled a change in social media usage among older consumers. They’ve also become more interested in commercial content. In the US, Boomers saying that “following influencers is a top reason for using social platforms” has grown 22% since Q2 2021. In the UK, those who use social media to follow brands for updates and content has grown by 20%in the last two...