A global survey including 700,000 internet users ages 16-64 via an online questionnaire produced a number of insights relevant to the active-aging industry, including the fact that TikTok users have grown by 32% since 2020. The survey and resulting report, from advertising/marketing firm GWI, notes, "Despite its youthful reputation, (TikTok) engagement has grown the most among Gen X and baby boomers. Its popularity doesn’t show any signs of slowing and older consumers have a hand in this trend."

Although the report is skewed somewhat toward trends embraced by Gen Z, most comparisons include boomers. Issues addressed include: "Which apps are becoming more popular?" "How are stories and augmented reality (AR) tools evolving?" "Are influencers going out of fashion?" "What trends are taking hold in China, and will they move West?"

Perhaps unsurprisingly, the survey found that among all age groups, "connecting is still at the heart of social media." Therefore, all brands should have a presence on the key platforms, particularly since the survey found that boomers have an average of 4.6 social media accounts. Also of note:  "Many older adults see themselves as creative (43%), adventurous (28%), and ambitious (26%), especially the TikTokers and Pinners (Pinterest) among them. Brands marketing on these sites need to ensure they’re showing older consumers in this light and that their content empowers them to live their best life."

To download the free report, click here

 

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