Empty-Nester Women: Independent, Tech-Savvy, and Skeptical

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Empty-Nester women view themselves as independent individuals who actively stay current with ongoing trends and technology, according to a recent report from Influence Central.

The report was based on data from a survey of 600 respondents in the United States. “Empty-Nesters” were defined as women over the age of 45 who do not have children living at home under the age of 18.

Nearly three-quarters (71%) of this group say they disagree with the frequent portrayal of them as women who are “behind the times” and disengaged with pop-culture.

Moreover, 68% consider themselves independent thinkers, and 58% identify themselves as front-runners for trying the newest thing.

Some 67% of Empty Nester women surveyed say they are skeptical of traditional advertising and most (60%) say they frequently tune out traditional ads because they feel they are not accurately targeted.

Nearly half (48%) of respondents say the actors and models typically used to depict their age group in ads are too young.

Below, additional key findings from the report.

Technology

  • 90% consider themselves “texters,” and 36% prefer to text rather than talk on the phone.
  • 72% use their smartphones to visit social media sites.
  • 44% use their smartphones to download coupons.
  • Only 33% enjoy it when brands interact with them online.  
  • 79% are more likely to purchase a product if it receives a high star rating on a retail e-commerce website (e.g., Amazon).

Social Media

  • 77% use social media to connect with friends and family.
  • 40% use social media to express their own opinions and stories; 59% share others’ posts.
  • 68% use social media to track the activity of family and friends.
  • 47% use social media to share when something good happens in their lives.
  • Facebook is highly popular with the Empty-Nester women surveyed: 89% have a Facebook account, and 23% post to the social network more than once a day, on average.

About the research: The report was based on data from a survey of 600 women in the United States over the age of 45 who do not have children living at home under the age of 18.

Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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