This surprising outtake (of the “we knew it was going to happen, but now it’s here” ilk) is one of the most crucial findings in the Older adults and Internet Use report recently released by Pew Internet. The trend centers on younger seniors 65 to 75, with Internet use dropping off significantly after age 75.
Once they’re online, seniors return frequently with 70% using the internet on a daily basis.
Although email remains the “killer app” for seniors, Facebook and other social networking sites are growing in popularity, and are used by one in three online seniors.
What’s particularly fascinating is that online seniors are using tools like Facebook to bridge the social gaps they face in increasingly isolated lives. Seniors’ social lives are narrowed as they grow older and are separated from friends and family due to distance, health care needs, and limitations such as not driving.
According to researcher Shyam Sundar, founder of the Media Effects Research Laboratory at Penn State University (and quoted in a recent story on WNYC), “We need to make up for that potential social isolation, and we think that online social networking sites can be a good solution.”
Of course online connections are an adjunct to face-to-face visits. But according to a February 2012 survey conducted by AARP, 30% of grandparents and 29% of young adults report that connecting online has helped them understand each other.
My warm, fun, lovely father—who’s 89—yearns to be more connected but isn’t comfortable online. Human interaction with friends and family is his greatest want, and I know that seeing and sharing updates and photos via Facebook would be a great joy to him, if he was more comfortable online.
But of course many seniors don’t have family, or enough family, or just want more.
These findings from Pew Internet and AARP—indicating that isolated seniors are looking to social networks to help build and strengthen relationships—has huge implications for your nonprofit.
Fundraising-wise, young seniors are a primary audience to cultivate. They are the prospect segment most likely to give as a one off or for the long term.
The Pew research shows how online seniors crave more interaction and community and that’s just what your organization can provide—via email and Facebook. AARP’s Facebook fans have exploded in number and engagement, growing from 80,000 to 350,000 count in the first six months of this year alone, says Tammy Gordon, AARP’s Director of Social Communications & Strategy.
Here are some guidelines to build relationships that are long lasting and fulfill what online seniors want:
How is your organization building relationships with online seniors? Please share your stories below in the comments section.
*Nancy Schwartz blogs at http://gettingattention.org/