Dive Brief:

• The number of U.S. users on social media will grow by 5.4 million by 2016, according to data from eMarketer. 
• The biggest growth comes from senior citizens — over 65 — who are adopting Facebook, Pinterest, and Twitter. Social media use from this group is expected to double from 2013 to 2016. 
• Younger users — under 11 — are also a fast-growing group that will have 4.9 million users by next year. 

Dive Insight:

With older — and statistically more wealthy — people joining social, the opportunities for brands to reach those demographics through social increases. Facebook is the network of choice for the senior citizen demographics, with Pinterest and Twitter also getting some play. Instagram and Tumblr are not well-used by seniors, however, according to eMarketer.