For today’s chart in our series on social engagement across the generations, we take a look at what Baby Boomers engage with on social media.

TV may remain key to online Baby Boomers’ media engagement, but 93% of this group now use social media, and time spent on social averages just over an hour every day. Naturally, Baby Boomers are much less likely to follow most types of accounts on social than younger age groups, but the good news is that there are two exceptions: people known in real life, and media organisations.

1 in 5 Baby Boomers follow brands on social media – a lower figure than younger age groups, but a group sizable enough to be targeted through robust social media strategies. There’s opportunity to capitalize on organic reach via targeting lookalike audiences as well, with 6 in 10 Boomers following people they know.

It’s important to know, though, that for many Baby Boomers Facebook and YouTube currently is social media, so marketing on social media to Baby Boomers is likely to be most effective when targeted through their core services of Facebook and YouTube.

Baby Boomers are defined as internet users aged 54-64.

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