But the biggest increase in who's using it has been among the Baby Boomer generation. That's what public relations agency Schneider Associates found in its annual survey on media consumption and product memorability.
In Odwyerpr.com, Jon Gingerich reports:
" ... [the survey] discovered that while social media usage increased across all generations in the last year, no age demographic has witnessed as many new online members as the Baby Boomer generation, whose presence on social platforms has effectively doubled from 24 percent in 2016 to 48 percent this year."
One prominent driver in that is the growing embrace of Facebook by Baby Boomers. In 2016, only 14 percent were on Facebook. This year that surged to 35 percent.
Simultaneously, younger generations have gravitated to newer social media such as Instagram. Fortunately for Facebook, it owns Instagram.
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