As was true in previous Pew Research Center surveys of social media use, there are substantial differences in social media use by age. Some 88% of 18- to 29-year-olds indicate that they use any form of social media. That share falls to 78% among those ages 30 to 49, to 64% among those ages 50 to 64 and to 37% among Americans 65 and older.
Despite the best efforts of publishing companies to completely bow down to social media, what primarily gets shared on social media is … traditional media content. And what’s blaring in the waiting room of every podiatrist in the Midwest is Fox News or MSNBC. We vastly overestimate the influence Facebook has on the older folks who tend to vote Trumpish.
Leaving Trump aside though, you know what I see in this data? Customers. Unreached customers for some enterprising news organization to solicit, whose money is green and who would loyally read or listen to something that served their interests. There’s no need for traditional media outlets to flail blindly at every app that lifts its skirt when there are always people out there who aren’t on it. Go find them, sell to them, and you’ll be set up for life.