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I’d certainly believe that. What percentage of people over 50 do you think have the Internet but couldn’t give a rats about social media. What about those over 60, over 70?

Social media is targeted up to what, 35 years old maybe? In an ageing population the Internet is incredibly important to them, social media is not.

What is important is how that market changes when you look at online sales. Suddenly, you cut out people over 35-40 and you’re probably looking at 80-90% of people you’re trying to sell to having social media.

The power of sharing socially cannot be ignored for business owners, you’d be crazy if you did.

Edit: Having just looked at the infographic, the 84% looking for product information is your target. This is highly social behaviour. Reading forum threads, reading reviews (usually left via a Facebook login), quizzing friends etc.