"It is better to be a young June-bug than an old bird of paradise." That's a Mark Twain witticism that strikes me as appropriate to my post today. Mark Twain, of course, was far more witty than I can claim to be, and thanks go to those good people who were wise enough to write down some of his "Wit and Wisecracks" as the book I borrowed the quote above from, is titled.
Women are young June-bugs no matter what their age. Woe be it to the citizen brave enough to breach etiquette and ask a woman's age! The latter 20th century idea that women only get better, not older, is a reality no one argues with anymore. The old Dick and Jane days of women strolling serenely down life's pathway into that respectable state of "old bird of paradise" are fading memories now. They've been replaced by a growing eagerness to dance, climb mountains, ski, hike, ride bikes, oh, any number of exciting, energetic things. Today women are not willing to be classified as "old" and we're rebelling against the label "senior" because it wants to limit our adventurous nature.
Still, men and women in general are categorized according to age; baby boomers and seniors are popular these days. I heartily agree with a report received on March 29th from eMarketer that stated, "Age a State of Mind Online." The report shows that the folks most often referred to as "seniors" are gaining on the younger crowd. According to the report (from a Pew Internet & American Life Project) seniors comprise 22% of the overall U.S. Internet population, putting their numbers at about 8 million.
eMarketer says that "[senior]women have some catching up to do if they're to match the general population." In the general population, latest reports show 55% of women online, compared to 45% of men. However: "Expect to see far more female seniors online than males in the near future."
Why? Because women are the care-takers, no matter what their age. And what better place to find answers to questions on health, finances, wellness, family issues, and where to buy the latest fashions, than online?
In fact, according to Internet Retailer one group of females who like to shop online also like to read the newspaper online. These are the "younger" women, somewhere around 38 years of age. The report, from Friday, March 26th, goes on to say, "About 20% of regular online newspaper users are minorities and 55% are women." (my bolding)
These two different studies prove (as if Dickless Marketing: Smart Marketing to Women Online hasn't already convinced you) that women comprise a big part of the Internet population and that they are doing more than merely emailing family and friends. The first study cites health related issues and search engine use as favorites of the young June-bugs. The second study calls women online newspaper readers "a 'power class' of Internet media consumers." This because 84% of them "researched a purchase online."
Health and beauty is the #1 industry success online. I will write more about it on the Dickless Marketing website, but if you're paying attention, you can use this information to reach out to the particular female group your product appeals to and market to them appropriately. Truth be known--all women are interested in health and beauty, and most of us like to research products online before we buy offline. But, take some time to think about how those important issues concern your target market. Then use it to your advantage by showing your online prospects and clients information they can take away from their visit, even if they don't buy today. Your focus on their needs will bring them back for another visit, and another, and another, until they do buy. That's how it happens.
Now, what's not to like about that?
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