Thirty-five percent of adults aged 65 and older are Facebook users, and the number is continuing to surge. In addition to being the fastest growing demographic on Facebook, Baby Boomers are attracted to the social network for many of the same reasons as their children, according to a recent study from Pennsylvania State University.

Like younger Facebook users, Boomers tend to post things on each other’s walls and use Facebook Messenger frequently. Boomers will also comment on and “like” statuses as often as younger users do. Penn. State’s study also shows that, in addition to using Facebook to keep in contact with family and friends, Boomers are drawn to the site by the prospect of being able to readily access pictures of their grandchildren.

Facebook’s appeal to the older generation could be a potential goldmine for marketers. Baby Boomers, by now mostly retired and afforded with more leisure time, on average have much more disposable income than both Generation X and the Millennials. Past studies have shown that as a demographic, Baby Boomers are receptive social media marketing, provided the marketer speaks their language.

The fact that Boomers are attracted to Facebook by a desire to see pictures of their grandchildren is another opportunity for marketers. This reinforces the fact that since the human eye remembers pictures better than words, it craves a visual connection. In the same way Facebook keeps Boomers coming back because of pictures of grandchildren, visual ads should evoke a visual connection in the viewer that motivates the viewer to learn more.

The Boomers’ presence on Facebook is not earth-shattering, but it is an important data point for businesses whose bulk of customers is made up of members of that generation.

Sourcing via The New York Times.