Think Social Media doesn’t reach your brand’s adult target audience?

THINK AGAIN.

A new Forrester report released last month declared that more than 80% of adults (ages 18 and up) use social media at least once a month. And, about half of US adults who go online at least once a month now belong to social networks like Facebook and LinkedIn. That’s a 46% growth rate vs. prior year for adults!

Adults who don’t use social tools, such as online video and blogs are now in the minority. In fact, only 18% of all US adults on the web don’t use social tools.

According to Forrester, “Adults of all ages increased their use of social tools.” Adults younger than 35 approached universal social participation, while adults ages 18 to 24 and those ages 25 to 34 adopt social media similarly.

While young people continue to universally adopt social media, the most rapid growth occurred among consumers 35 and older. And, it’s not just parents jumping online, but grandparents too. More than 25% of US people aged 55 and older, use social networks!

Forrester encourages marketers to develop social applications, even if their audience is mature. “Social media can no longer be dismissed as a quirky habit of young adults. Nearly all online adults now participate socially, including those in their 40s and 50s.”

“This means the time to build social marketing applications is now,” said Forrester analyst and report author Sean Corcoran. “Interactive marketers should influence social network chatter, master social communication, and develop social assets — even if their customers are older.”

It’s time for brands to grow up and start using Social Media to reach their grown up audience.