I just read a very well written article on why boomer women in particular are ripe targets for social media.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107426
The key findings are:
Vibrant Women, as this sector of the 50-plus crowd is dubbed, are better connected than marketers presume, and their connections are growing with age.After personal experience, Boomer women depend on the opinions of “women like them” (even strangers) more than anything else. Vibrant Women tap into existing relationships and seek out new connections not just because of social orientation, but because their needs and interests change as they age.
We have spoken to many retailers who look at proof of real-time technology working in the marketplace and initially think that their demographic won’t adopt the notion of online shopping with other shoppers. This article explains why that is going to quickly become a misconception. This demographic has been through many things in their work life. As they progress toward retirement, they won’t shy away from demanding the same in person type experience online that they get in the brick and mortar store. They will want to weigh in on china patterns with their daughters and get their girlfriend’s opinion on reunion outfits — even though they live hundreds of miles away.
The times are changing. These women aren’t just cutting coupons—so retailers are going to need to look to collaborative online technologies.