Businesses have been advised to switch their online marketing tactics as the demographic of internet users across the United States continues to shift.
According to the latest figures from the Pew Research Center, around 35 per cent of adult internet users now have a profile on at least one social networking site, while among those aged between 35 to 44 years old, this still stands at 30 per cent.
Significantly, of those adult users questioned, a majority revealed that they used such sites for recreational rather than professional purposes, thereby opening up the market even further for online businesses currently targeted just the youth audience.
Furthermore, many of these new users are introduced to networking applications through a younger family member, the study also revealed.
Earlier this month, a separate study also carried out among US users found that surfing the internet has grown to become the number one leisure activity for housewives and stay-at-home mothers.
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