Surprising study results on social medial use

I am surprised by several factors revealed on the Pew research: 1) how low these numbers are across all age groups (I tend to assume "everyone" uses social media), 2) how older people, (i.e. those with the financial assets and decision-making power relative to my business) are still now using social media in significant numbers, and 3) how sharply the social medial user numbers dropped from 2011 to 2012. I wonder if this last issue will turn out to be an aberration or a reversal of the trend.

Taken as a whole, my reaction is that an over-emphasis on social media may be a liability for my industry (online accounting and financial advice).