Will Baby Boomers Make Social Networks Uncool?
Posted by Nick O'Neill on April 28th, 2008 9:47 AMSocial networking sites initially gained traction thanks to Generation Y when Friendster launched 6 years ago. Then when Facebook opened its doors to the general public, the site experienced a surge in users that were over 40. I for one, now have two parents that are both active on Facebook. While it’s a weird feeling, I doubt it’s as weird as it is for middle and high schoolers that have their parents checking their online profiles to make sure they aren’t getting into trouble.
Generation Y has proven its willingness to switch social network sites on the drop of a dime. That’s what happened to Friendster when MySpace launched a few years back and many have begun to wonder if the same thing is destined for Facebook. So far, the older crowd has been successful at keeping themselves separate from the younger groups for the most part. That’s because its possible to use Facebook without ever interacting with people that you don’t know.
So what are the older Facebook users using the site for? Well, according to a Newsday article, they are using it the same way most people are using it: to find old friends. Professors are also using the site to connect with students. Not everything is the same for various age groups though. As the Newsday article states:
In addition to spending more time on social networks, young people will often have more than one MySpace profile or Facebook page for each of their personas, such as reflecting their artistic or musical tastes.
The older users on the other hand “have already developed fixed identities and are less likely to experiment with online identities.” There is also an interesting thing taking place between generations. One girl I spoke to yesterday said that one of her prior bosses will occasionally challenge her to a game of Scrabulous. As such, she feels it necessary to play the game in order to maintain their relationship.
While the generational gap makes for interesting studies of human behavior, one thing is definite: humans like to interact socially online just as much as they do offline. As to whether or not the boomers will chase away the younger users? So far everything points to a peaceful co-existence among multiple generations on the site. Whether or not that trend will continue, we will just have to wait and see.
Do you foresee any challenges arising due to the wide range of generations on Facebook and other social network sites? Do you have any personal experiences related to this?
April 28th, 2008 at 10:40 am
Thank goodness you and others are posting about this. I’ve found that generational differences are a massive angle that few seem to want to consider and yet largely informs some of the behaviors we witness (sorry, I get excited over this kind of thing- it was/is a PhD research interest of mine).
That said, you’re leaving out a crucial part of the equation. Where is Gen X anywhere in your analysis?
One other bit I would take issue with: Gen X and Y are “experimenting” with identities less and less. Right now the trends seem to be that you experiment with identities (a’la Sherry Turkle’s fabulous early work) up until the age of 17-18, when you transition over to a more firm focus on a self-actualized identity, sort of an aggregate of your best, and that is embodied in the Facebook need for singular identity.
So the Boomers entering in the equation… I think this is relevant, but Boomers aren’t interacting with Gen X and Y as much- they are still only engaging with their own generation at a lopsided level, but they ARE still viewing, reading and window-shopping at a high-level. just like on Amazon and ePinions, Boomers are less likely to write a review, but far more likely to research and read many to form decisions.
Point being, there are far more opportunities than challenges ahead for a multi-generational social network. The largest challenge, I feel, would be if Boomer encroachment on MySpace soars, since that is seen right now as being a developmental sandbox for identity. But with Facebook, the site is merely adding a mature audience to an already mature interface. It’s not like the Boomers are invading 4chan, but rather like they are suddenly shopping at Ameoba records, who already served music many liked anyway.
Could they chase away younger users? Doubt it. But they may help make younger users more aware of how they can use privacy features to speak how they like to the audiences they wish to address. Not having Boomers in the pool is a far bigger risk for Facebook’s longevity, trust and partnership.
April 28th, 2008 at 11:39 am
I agree with dbrowell that as each generation leaves school and enters the workforce their interests will be more closely aligned with the older generations who are likely to be their colleagues, employers, and customers. If anything, the presence of these other groups on Facebook will allow it to continue to be valuable to recent graduates even after they tire of experimenting with multiple identities. Facebook has made the correct business decision to address this much larger and more prosperous market.
This may create an opportunity at the younger end of the scale for a social networking site that caters exclusively to the younger set, but I doubt many would join a site that positioned itself as just for “kids” - that’s why they left Club Penguin.
More likely, as dbrowell points out, the younger generations will make more extensive use of the privacy controls which their befuddled elders are still trying to figure out, and the various groups will co-exist albeit with some boundaries between the generations.
April 28th, 2008 at 12:50 pm
what are baby boomers using facebook for? well, in my case, it’s 99% business, in particular, the outsourcing of online work. will that put off younger users, especially in their teens? i doubt it. unless they are in work, especially work that can be done online, i never come across them, and vice versa. so i suggest we can all co-exist and find a way of meeting our different needs.
April 28th, 2008 at 2:28 pm
The trickle down effect from Boomers learning to use Facebook positively effects smaller social utility sites, like us (Drummer Hunter). It has made using a social utility comfortable for Boomers. They know the ropes. Facebook, especially, has laid the groundwork. Drummers that use our site who are over, say, 40 see our social utility as a tangible way to connect with bands who’s members are quite younger.