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Boomer women get social

DM News, 6/1/09

Abstract:

More women over age 45 are using social media than ever before, leaving marketers scrambling to take advantage of the massive female baby boomer population, which typically boasts a higher average disposable income than other age groups.

According to Facebook, since September 2008, the number of women over 55 on the site has tripled and makes up the social network's fastest-growing age group. In addition, more than 60 percent of boomers, both men and women, are avid consumers of social media, according to Forrester Research. Combine that with the fact that female consumers of all ages make more than 80 percent of discretionary purchases, and it's no wonder baby boomer women are in the spotlight.

"For a long time, I think these groups were underserved online, but boomer women are getting a fair amount of attention right now," says David Weigelt, chief marketing strategist and partner at Immersion Active, an Internet marketing agency specializing in the "mature" markets. "If you're looking at women with discretionary income, marketers will naturally gravitate toward boomers."

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