For example, more than one-third of European online consumers ages 43 to 63 already read social media such as blogs and forums on a regular basis, and around one-tenth are already uploading their own content - such as videos and music - onto the Web. Overall, 47% of Younger Boomers (online adults ages 43 to 52) now engage with social media on a regular basis, and 41% of Older Boomers (those ages 53 to 63) do. Boomers in the different European countries exhibit different behaviors, just as their younger compatriots do - for example, 69% of Dutch 43- to 52-year-olds (and 60% of 53- 63-year-olds) use social media on a regular basis, whilst only around a third of German Boomers do.

What does this mean for you? Well, many marketers targeting this audience, especially those who see themselves as market-leading, should be looking at using social media techniques to do so.

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