Word of Female Boomer Mouth | Adweek Word of Female Boomer Mouth | Adweek
Advertisement

Word of Female Boomer Mouth

Advertisement

While it probably doesn't make them fascinating conversationalists, female baby boomers' propensity to chat about products and services makes them a useful target for marketers. A study by Prevention magazine, in conjunction with Keller Fay Group, takes a detailed look at boomer women's word of mouth, based on interviews conducted April 2007 through March 2008.

The study found 61 percent of boomer women having at least one conversation on a given day about food and dining. Other topics that many boomer women discuss at least once in a given day include media and entertainment (53 percent), health and healthcare (52 percent), beverages (44 percent), telecommunications (39 percent), shopping/retail/apparel (38 percent), financial (35 percent), automotive (33 percent), household products (27 percent) and personal care/beauty (26 percent).

Projecting from its large respondent sample, the study said boomer women make 2.1 billion "brand mentions" per week. And they aren't agnostic about the products and services they mention, as 62 percent of these conversations include a recommendation to buy, try or consider buying the thing under discussion. The brands boomer women are most likely to talk about, according to the research: Wal-Mart, Coca-Cola, Verizon, Pepsi, AT&T, Dell, Ford, McDonald's, Chevrolet and Sprint.