Less than one-quarter of US Internet users ages 40 and over use social networking Web sites, according to the JWT BOOM/ThirdAge “Boomers, Healthcare and Interactive Media” study conducted last month. The JWT BOOM/Third Age figures on social networking usage by those 40 and older generally agree with a study by ExactTarget conducted last month. Instead of using one large category of older Internet users, ExactTarget divided users who were ages 35 and older into 10-year increments, with 65 and over being the oldest cohort. Although 39% of 35 to 44 year-olds used social networks, use fell sharply with age: Only 13% of 55 to 64 year-olds were social networkers, and only 4% of those ages 65 and older. In comparison, three-quarters of Internet users ages 15 to 24 use social networking sites.
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