To appeal to young insurance leads, agents are increasingly resorting to social media to connect to that audience. But a new survey reveals that an increasing number of older Americans are logging on to websites like Twitter, Facebook and LinkedIn as well.
Conducted by the Pew Research Center, the survey revealed 65 percent of adult respondents said they used social media websites on a regular basis, up from 61 percent when a similar poll was conducted a year ago.
"The graying of social networking sites continues," said Mary Madden, a senior research specialist with Pew and co-author of the report. "While seniors are testing the waters, many Baby Boomers are beginning to make a trip to the social media pool part of their daily routine."
When looking at which age groups saw the biggest increase in usage compared to 12 months ago, the 65 and older age bracket grew the most, up 33 percent.
This study provides further confirmation that social media is one of the best ways agents can conduct successful insurance prospecting.