Warc, 5 August 2013
BERLIN: Older consumers in Germany are becoming increasingly active on social networks, indicating that the "digital divide" is closing in the country.
BITKOM, the digital industry body, polled 1,016 internet users, and found 78% belonged to a social network, equivalent to a user base of 37m people. The average respondent had signed up to 2.5 such platforms.
Contributors in the 14-29 year old demographic registered the highest level of uptake on 91%, ahead of 30-49 year olds on 76%.
The study also suggested that the "digital divide" was starting to close, as 68% of 50-64 year olds and 66% of people over the age of 65 years old also utilised social networks, up from 60% and 50% respectively in 2010.
"Social networks have become relevant as a communications platform across all age groups," said Dieter Kempf, the president of BITKOM.
There was little difference in terms of gender, with 78% of men and 77% of women currently utilising platforms like Facebook and Twitter.
Students had the highest level of uptake overall on 93%, standing at 84% for self-employed respondents, which was also above the norm.
Data sourced from BITKOM; additional content by Warc staff