Recently, She-conomy reported that women, aged 55 and up, are the fastest-growing segment of Facebook users. What does this mean for Facebook? She-conomy (the Guy’s Guide to Marketing to Women) believes this growth is important because, and I paraphrase here, senior women age 50 and older control a net worth of $19 trillion, own more than three-fourths of the nation’s financial wealth and women control 85% of all brand purchases.
They may be correct on these points (although two of those three stats seem a little dodgy to me) but I believe a bigger question needs to be asked – What does this mean for Facebook? How cool is a social network with a growing demographic of elderly ladies? And how closely-associated does a nation of youth-obsessed teenagers and 20-something hipsters want to become with said network? Is the sudden and prolific growth of elderly people merely the sign of the first drop of a flood that will drown Facebook?
Impossible you say? Is it? Is Facebook as untouchable as we believe it to be? Wasn’t Myspace an impervious social juggernaut at one time? How about Friendster? Bebo? Everything changes and, one day, Facebook will fade to its successor (Twitter 2.0?), more likely due to diminishing cachet than functionality. The tipping point could very well be a massive influx of elderly women trading recipes or old men discussing the weather in their status updates.
Harsh? Maybe, but think back to what happened when your mom started listening to Jack Johnson. His stock dropped exponentially. Why? The music didn’t change but perception of the tribe associated with Johnson’s music did, leaving a nation of music fans with a sudden aversion to Jack’s syrupy sweet ballads. Whether we like it or not, elderly (or even aged people) are not cool. Only time will tell if Facebook’s purpose can survive its popularity.
