From PRNewswire:
VibrantNation.com, the online destination for women 50+, released new research that reveals that the niche they’ve termed “Vibrant Women” is the first generation of women in history whose social networks are continuing to expand at midlife and beyond. Defying the stereotype of increasing marginalization as they age, this study confirmed that not only are their networks growing, they are growing online.
The VibrantNation.com study of 1,000 Boomer women with household income greater than $75,000 showed:
— The personal networks of women 50+ are large and growing.
— They are in personal contact with at least 46 people each month.
— 65% share information online with others in their network.
— They are comfortable relying on referrals from strangers online if the source is knowledgeable/experienced. They rely on references on websites like Amazon.com (70%), eBay.com (54%) and TripAdvisor (27%).
— Vibrant Women are open to trying new brands and experiences, and are motivated to make particular purchase of goods and services by a variety of psycho-social factors including:
> Financial status (even with the recession, Vibrant Women continue to have discretionary income)
> Life stage transitions (such as the last child leaving home,
starting a business, losing a parent or spouse)
> Physical changes (menopause, aging, surviving breast cancer)
> New family roles (grandparent, caregiver)
> Social Awareness (travel and volunteer-work)