Are Older People Better Targets for Facebook Ads?

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A site called SocialCode recently did some research on how age is affecting Facebook usage patterns.  In a nutshell, they found they younger users were more likely to click on the like button whereas older users (50+) were more likely to engage with advertising and click through the ad campaign.

I found this a little bit interesting since I often hear wildly conflicting reports as to whether Facebook is a viable marketing platform.  On one hand, I hear some people say they’re “killing it” on Facebook and its AdWords circa 2003.  Then I hear others say no one clicks the ads and nothing sells.  It seems to really depend on what you’re selling … and perhaps this is one of the reasons why.  Here are a few of the highlights from the study:

  • 50+ year-old users, the oldest segment in the study, are 28.2 percent more likely to click through and 9 percent less likely to ‘Like’ than 18-29 year-old users, the youngest group observed.
  • Versus the rest of the younger population on Facebook, 50+ users see a 22.6 percent higher CTR and 8.4 percent lower ‘Like’ rate
  • Overall, women are 11 percent more likely to click on an ad
  • ‘Like’ rates are almost even for men and women; men are actually 2.2 percent more likely to ‘Like’ an ad than women
  • For women, CTR is 31.2 percent higher for the 50+ age group versus 18-29 year olds, men only see a 16.2 percent difference between the age groups
  • Versus all age groups, 50+ women’s CTR is 22 percent higher versus a 16.4 percent difference for males
  • The oldest male segment has an 11.7 percent lower ‘Like’ rate than the youngest segment, and 9.5 percent lower ‘Like’ rate versus all age groups.  Women only see a 7.2 percent and 7.9 percent difference respectively