Who is online? As the
figure shows, the majority of adults from 18 to 50 are living some form
of digital
life. Even older adults 65 and older are growing in numbers with an
estimated
38% online.
Now that they are online
– what are they doing there? A recent Forrester study
indicated that 60% of
baby-boomers are avid social media users. Whereas many industry leaders
consider boomers too old to embrace technology, in fact their presence
in the
various social media outlets is up 40% from last year. Women over the
age of 55 are in fact
the fastest growing segment on Facebook.
Nonetheless, boomers don’t seem to post status updates, check in at foursquare, or post twitter
feeds as often as their younger social media predecessors. So, what are
they
doing with social media?
Digital Healing
Marketing Agency, Epsilon, recently found that 40% of online
consumers use
social media for health information. But the lives of the online is more
than
simply information seeking.
Consumers are trying to fulfill both rational and emotional needs. In addition, to finding basic information about drugs or specific health conditions, they are seeking reassurance, support and, at times, validation – digital healing. Reassurance that the behaviors they are pursuing are in the mainstream. Support that they are not alone as either patient or family caregiver. Validation that the medications, devices and health services they are adopting are correct.
To read the full, original article click on this link: Disruptive Demographics: Global Aging, Technology & Innovation: Health 3.0: Baby Boomers, Social Media & the Evolution of Digital Healing
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