Since 2021, the number of Baby Boomers using TikTok has increased by 57%. While Facebook remains their preferred platform, the over-60s are beginning to adopt this new social network and the particular habits that go with it. And with fatter wallets than those of Gen Z, Baby Boomers are becoming a target market for social commerce.
Among Internet users aged 60 to 65, TikTok is the fourth most-used social network, behind Facebook, Instagram and X (formerly Twitter). But it’s the platform with the biggest increase. According to the latest GWI report, the number of “Baby Boomers” using it has increased by 57% since the second quarter of 2021.
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