Abstract

While the social media consumption, specially in Facebook, becomes stagnant between young people, its penetration grows more and more between the elder who duplicated their presence in those networks since 2010 (Pew Research Center, 2015), making this senior public the new market niche of social media. With the aim of knowing the main usages of social media between these senior citizens, specifically in Facebook, as well as their main motivations to proceed or not to its employment, in-depth interviews were realized to reveal an audience who becomes a passive user for their concern of suffering a digital exclusion.