The explosion of the internet has affected the entire global population. Today, more than 3 billion people use the internet on a regular basis and more than 2 billion are active social media users. Interestingly, teens and millennials are not the only ones hooked to the web, and Gen Xers aren’t the oldest ones on Facebook or Instagram. Baby boomers, who in the U.S. have a population of roughly 80 million, are growing in online number every day.

A common misconception among marketers is that baby boomers aren’t online. This, however, is far from the truth. More and more of them are discovering social media and its many benefits. As a matter of fact, according to a study by Google, boomers and seniors spend more time online than they do watching TV. 82% of boomers who use the internet have at least one social media account, and they have an average of 4.6 social media accounts, with Facebook and LinkedIn as the leading platforms.

To say that social media marketing strategies shouldn’t include this generation is nothing but a foolish, uneducated claim. If you’re wondering why you should include the senior demographic in your social media campaign, here are more interesting and useful facts.

Who Are Baby Boomers?

When World War II ended in September 1945, there was a sudden boom in the number of babies born. In 1946, there were 3.4 million babies born — more born than any other year in U.S. history up to that point, and an increase of 20% from the previous year. In 1947, 3.8 million babies were born, and the trend continued until the mid-1960s.

While no one reason can explain the surge in births, many argue that a desire for normalcy was the intention. After years of war, many people were looking toward a brighter future. By the 1960s, baby boomers made up almost 40% of U.S. population.

Where Are They Today?

Boomers are either part of the workforce or have already retired. This explains why LinkedIn is one of the most used social media platforms among this generation. Some 35% of boomers online use the business-oriented networking site to build their professional identity online, while engaging with other professionals and companies. Notably, Facebook is the most used platform for 55-year-olds and older. They spend an average of one hour and 48 minutes daily on social media networking.