More than 40% of women in their 40’s had a social networking profile according to a survey by SheSpeaks.  Over 70% of women with children ages 13-17 had talked about products on social networks, compared with 62% of all responding women.
“These women have started to use the Web and social networks in ways that mirror the rest of their lives—from finding out about a product to shopping or monitoring their children’s activities,” said Aliza Freud, CEO of SheSpeaks.
Of all women surveyed by SheSpeaks (not just 40-somethings), 46% used social networks.  The researchers suggested that social media marketing—not just ads on social networks—could be especially effective among women for spreading word-of-mouth, since 26% of respondents actively ignored most online ads and 20% were annoyed by ads on social networking sites.
Female Internet users ages 45 to 54 are a larger audience than male Internet users of the same age, according to comScore Media Metrix. There are also far more female Internet users ages 45 to 54 than there are ages 55 to 64.
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