Very interesting new research out about the trends of word-of-mouth communications among baby boomer women. It seems that unlike their younger counterparts (18-39), word-of-mouth among baby boomer women (43-62) is:
more likely to be passed on to others;
more likely to result in seeking additional nformation; and,
more likely to lead to a sale.
The research on the power of personal recommendations in purchasing decisions is from Prevention magazine and the Keller Fay Group. They followed women over a year studying 15 purchasing categories. among the highlights: 68% of boomer women rate what they hear in their conversations as being credible (10 points higher than younger women); 56% are likely to pass along what they hear to others; 39% seek additional information; and, 55% intend to purchase.
“In this era of less trust in our institutions, marketers would be wise to pay attention to the power and influence of boomer women talk,” says Bob Siltz, VP/publisher of Prevention.
Top Beauty Brands baby boomer women talked about: Olay, Dove, Avon, Pantene, Suave, Bath & Body Works, Mary Kay, Crest, L’Oreal and Revlon.
Top 20 brands boomer women are more likely to talk about:
Folgers, Olay, Avon, Walgreens, Pantene, Kraft, Litpon, JC Penney, CVS, Olive Garden, Kohl’s, Red Lobster, Diet Pepsi, Sears, Tylenol, Diet Coke, Applebee’s, Fisher Price, Dove and Kroger.
We know that these conversations are taking place in person and online everyday. As boomer women we know that we look to each other for advice on everything from beauty to caregiving decisions. It’s exciting to see how action-oriented these conversations are and the potential they have for boomer businesses who know how to enable these conversations among their customers. We’ll be featuring sessions at the Boomer Summit on how companies are using Web 2.0 tools to engage their customers.