When we first started, the belief was that the 113 Industries methodology would only pull in people from younger generations who were actively using social media. However, after over 140 projects, we’ve come to realize that it really depends on the topic.

For example, if we’re analyzing online conversations about hip replacements, the people talking about it are probably older. Conversely, if you’re looking at ACL tears, online conversations might be coming from younger, athletic consumers. The way age demographics skew all depends on the topic we’re analyzing. Everybody is talking on social media, no matter their age!