Around 400,000 British adults over 50 use social networking sites on the move, a 52% increase on last year, while the number of mobile social networkers under 30 rose by 48%.
Over 50s who access blogs, social networking or content sharing sites on their mobiles are also around three times more likely to earn £50,000 or more than other adult mobile-owners. They are also 45% more likely to be educated to degree level.
The research, from WPP-owned Kantar Media’s TGI MobiLens survey, also found the over 50s mobile social networking market is 85% more likely to have spent £2,500 or more on holidays in the last year and 64% more likely to have four or more credit or debit cards compared to all mobile-owning adults.
The research suggests mobile is a key channel to target wealthy, educated over 50s.
Kantar Media TGI director Daniel Flynn says: “Many brands are focusing on younger demographics, but marketers would be sensible to focus on more mature mobile social networkers as well.”