Are Baby Boomers Killing Facebook and Twitter?

The story is as old as the Web: A social network born among twenty-something college kids and young wired professionals sprouts up, apparently out of nowhere, and grows into a cultural phenomenon. Eventually, it reaches critical mass and explodes, its mushroom cloud drawing the attention of millions of Baby Boomers, leading to a huge influx of new users, which in turn triggers complaints from the youngsters who started it all. The invasion of the Boomers spurs some members of younger generations to flee the carnage (and the fallout) in search of fresher territory.

We've seen this scenario play out on MySpace and Facebook, and now it is starting to happen on Twitter. When the Baby Boomers--traditionally defined as anyone born in the United States between 1946 and 1964--arrive, they tend to do so en masse. And when they set up camp, they invariably change the dynamic of the social network itself. Whether due to their distinctive social habits or the sheer vastness of their demographic, a mass migration of 50-and-over folk brings in its train everything from increased political activity to a proliferation of spam.

That Boomers dramatically alter the social networks they adopt should come as no surprise, according to Lee Rainie, director of the Pew Internet & American Life Project, a think tank that studies Americans' online habits. "Boomers are the mainstream of the country now," says Rainie. "When you attract a mainstream audience, you're going to attract a lot more commercial interests. Boomers validate that this is a big market, and that this is a place where commercial interests can make money."

End of Innocence

The twin processes of mainstreaming and commercialization mark an end of innocence on a social network, as younger users lose what was once their private playground or--even worse--have to share it with their parents.

"Younger folks don't want their parents there," Rainie says. "But does that mean they'll all flock to different places?"

Not yet, according to data collected by Rainie and his colleagues at the Pew Research Center. Though a few early adopters may jump ship as a social network that was once on the electronic frontier gets swallowed up by digital suburbs, most stick around--at least until a major new network arrives to supplant the old one, as Facebook has done with MySpace.

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