Boomer Women Define New Profile

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. The white paper outlining the study was authored by VibrantNation.com, Senior Strategist, Carol Orsborn, Ph.D., and VibrantNation.com Founder and CEO Stephen Reily. The study's findings are of particular interest to marketers in this recessionary economy, where Vibrant Women are one of the dwindling number of consumer groups with available discretionary funds.

Vibrant Women are in the prime of their lives and the healthiest, wealthiest, best-educated generation in history. 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 Web sites 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)

Every life change is an opportunity for savvy marketers, who will find the Vibrant Woman to be a vital and dynamic prospect for goods and services, even or perhaps especially in these recessionary times. Vibrant Women are also online in unprecedented numbers:

• 72% of all Baby Boomers use the Internet. The highest level of technology use -- among any group -- is associated with education level and income, not age or gender (Pew Study, June 2008).


• 93% of all college graduates and 93% of those with income >$75,000 use the Internet(Pew Study, June 2008).


• 68% of affluent households ($100,000+ HHI) use the Internet to purchase airline tickets; 65.7% to book hotel rooms; 44% to buy women's clothing; and 40% to buy books (Mendelsohn Affluent Survey, October 2007).

For trustworthy and useful information, Vibrant Women turn to each other both offline and online for the answers and insights that only other women in similar life stage and circumstances can provide. VibrantNation.com connects women who recognize the strength in each other and share each other's desire to make the most of life every day.