Are teens tiring of Facebook and Twitter? Emma data shows old folks certainly not

Sarah Homewood
By Sarah Homewood | 18 September 2014

Teens are moving away from mainstream social networks, and it is not just Facebook.

Social data from readership metric Emma suggests that more people aged 65+ have used Twitter in the past month than teens aged 14 – 17.

The data applies to Australia only.

Emma's numbers show that 292,000 people aged 65+ accessed the social network in July 2014, compared to 269,000 teens. The numbers for Facebook tell a similar story.

Some 1.6m people aged 65+ in Australia used Facebook in July, compared to just 879,000 in the 14-17s age bracket.

The data is from the Emma panel and Nielsen fused data to July 2014 rather than the social networks themselves, which refuse to break down audeinces locally.

The audience insights platform, provided by Ipsos and funded by the publishing industry, now incorporates social media data into its metrics.

Emma has recently added other data into the metric, including data based on the Australian Bureau of Statistics’ Household Expenditure Survey as well as fusing RDA Research’s geoTribes Explorer database, enabling the generation of audience profiles at local area level.

Clarification: The headline and first line of this article have been changed after Facebook pointed out that Emma data does not suggest that young people are leaving Facebook, merely that old people are using the two main social networks more than young people in that age bracket in Australia.

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