While there may be a perception that only younger consumers use social media as an access channel, research published mid 2014 by eConsultancy suggests that is clearly not the case. Here’s a breakdown of usage by age group:

• 18-24 – 49.5%
• 25-34 – 44.6%
• 35-44 – 37.5%
• 45-54 – 31.8%
• 55+ – 27.4%

The upshot? Social media is becoming increasingly important as a customer access channel. Ignore it at your peril.