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BizReport : Social Marketing : May 28, 2009

Baby Boomers abandoning Facebook?

At the start of the year they were flocking to Facebook, but now it seems they're leaving in droves. Inside Facebook's latest usage report shows that Baby Boomers were the only demographic to experience an overall drop in numbers.

by Helen Leggatt

Although 18 million Americans aged 35 and over return to Facebook monthly, only 2.2 million of them are over the age of 55, according to Inside Facebook's latest data. Two months ago the number of users aged 55 or over was 2.8 million.

So what's turning older users off the social network? I tend to think the irrelevancy of many notifications (quizzes, pokes, games) and the real-time chaos that can ensue can put many older folk off the site. Others believe privacy concerns or lack of technical savvy is to blame. Whatever the reason, over 650,000 less Baby Boomers logged in last month.

Despite the loss of its older users, nearly 2 million new users have registered since the end of March and young adults aged 18-25 are spending more time on the site than ever before.

Tags: Baby Boomers, Facebook, social network, users

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