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.
- 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).
- 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.
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