Choi+J.+blog+post+analysis

Choi J. TO: Proximity Social Networking team FROM: Jungwook Choi SUBJECT: The increasing number of older generations with social networking DATE: Feb 16, 2010

We were asked to analyze a blog post or news item to help us prepare for Proximity's spring focus group. Below is my summary of a //VatorNews// article on "Baby boomers embrace social networking ." I suggest we include questions on the spring survey designed not only to determine whether TU students and faculties are using Social Networking sites and but also to analyze a new phenomenon emerging in Social Networking market.

1) What happens to Older Generations with Social Networking

According to the latest report from eMarketer, “//Boomers and Social Media//,” the number of Boomers and Matures who had kept their profiles on social networking sites had remarkably increased in a certain period from 2008 to 2009. As reported by Ronny Kerr in //Vatonews//, a great number of Millenials and Generation X had still maintained social networking profiles at respectively high levels over the past three years. However, the number of Boomers and Matures who had actively maintained their profiles substantially saw massive growth in 2009. In particular, the percentages of the two older generation users had significantly increased over 15% and 22%, respectively, from 2008 to 2009, whereas those of Millenias and Generation X users had slightly increased below 5% in the same period.


 * || 2007 || 2008 || 2009 ||
 * Millenials  (14 to 26) || 71% || 76% || 77% ||
 * Generation X (26 to 43) || 51% || 57% || 61% ||
 * Boomers (44 to 62) || 30% || 31% || 46% ||
 * <span style="font-family: 'Times New Roman',Times,serif;">Matures (63 to 75) || <span style="font-family: 'Times New Roman',Times,serif;">10% || <span style="font-family: 'Times New Roman',Times,serif;">14% || <span style="font-family: 'Times New Roman',Times,serif;">36% ||
 * <span style="font-family: 'Times New Roman',Times,serif;">Total (14 to 75) || <span style="font-family: 'Times New Roman',Times,serif;">45% || <span style="font-family: 'Times New Roman',Times,serif;">48% || <span style="font-family: 'Times New Roman',Times,serif;">57% ||

2) Why the phenomenon is significant

Social websites such as Facebook, Twitter, and MySpace have dramatically grown in recent years. Unlike young generations, i.e. Millenials and Generation X, however, many of old generations – Baby Boomers and Matures - are not familiar with new technologies like social networking in general. Therefore, it is much more significant for the social networking team to grasp the phenomenon. That is because it demonstrates that they would be no longer bystanders who are isolated from a new technological mainstream but new, influential customers in social networking market. Due to the phenomenon, as a result, social networking sites would be required to create new strategies for not a few but all generations sooner or later.

3) ** Questions to ask Social Networking users in TU **

Proximity's spring survey focus group: __TU faculty, students, and their family__ We should basically focus on the following lists: 1) The number of social networking users in TU 2) The way to access social networking 3) The purposes to use social networking 4) The types of Social Networking sites used by focus group The social networking segment of the spring Proximity survey should include questions such as the following: For Everyone For “Yes” Group For “No” Group __Reference__ Kerr, R. (2010, January 10) Baby boomers embrace social networking. Vatornews, TECH. Retrieved Jan. 28, 2010, from []
 * Do you think networking online would make your life and personal relationships better or worse? Why?
 * Do you have at least one social networking profile?
 * If yes, how long have you maintained it and why you are using it?
 * How often do you use it?
 * What kind of content do you regularly use on social networking sites?
 * Have you ever connected to your parents, teachers or any elder people through social networking? (for younger generation)
 * What purpose you use social networking for? After using it, what do you think about social networking? (for older generation)
 * If no, what do you think about social networking on the internet?
 * Would you like to have a social networking profile it if you have a chance?