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Social Networks and 40-Something Women

Social media marketing might be more effective than just putting ads on social networks.

More than four out of 10 women in their 40s surveyed in October by SheSpeaks had a social networking profile. And over 70% of women with children ages 13 to 17 had talked about products on social networks, compared with 62% of all responding women.

“40-somethings are active users and members of online social networks,” said Aliza Freud, CEO of SheSpeaks, in a statement. “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.”

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. [eMarketer]

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