Marketers Adapt as Social Networks Attract Older Users

[Skippy McGee]

Facebook, MySpace Become Mainstream Marketing Vehicles - Advertising Age - Digital

As of January, more than 50% of Facebook users and 44% of MySpace users in the U.S. were over 35 years old, according to ComScore estimates. The single biggest age demographic in the U.S. on both Facebook and MySpace is now between 35 and 44. Indeed, Facebook says its fastest-growing demo is 55-plus.

But as social networking becomes more ubiquitous, age demographics become a less important filter than stated interests and other factors. "We don't care if a person is 42 or 24; if they are friends with a band I am sponsoring, that's an opportunity," Mr. Symonds said.