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Psst: Baby boomer women rely on word of mouth

The Baltimore Examiner, 12/26/08

Abstract:

Baby boomer women believe and rely on word of mouth when it comes to making decisions about what to buy.

A study, sponsored by Prevention magazine, tracked the conversations of 14,000 women over the course of the year.

According to a press release, baby boomer women age 43 to 62 have higher quality word of mouth (WOM) than younger women (18-39); what boomer women say is more credible, they're more likely to pass on what they hear to others, they're more likely to seek additional information, and they're more likely to make a purchase based on that word of mouth.

"Drawing on greater experience and sophistication, the social networks of boomer women are very powerful,whether it is face to face or Facebook," says Cary Silvers, Director of Consumer Insights for Prevention, who led the study.

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