The fate of the nation’s traditional news sources, specifically newspapers and TV news programs, may lie in the hands, eyes and pocketbooks of America’s well-connected, growing network of women age 50-plus. A recent survey by VibrantNation.com among its more than 20,000 members, shows that while Boomer women are now utilizing the Internet as their core news source they remain heavy consumers of “traditional” media outlets with nearly 70% of respondents citing a combination of newspapers, TV, radio and magazines among their primary sources of news. VibrantNation.com is the first online destination created exclusively for women 50+ and a peer-to-peer information exchange populated by smart and passionate women.
With statistics showing that women 50+ are spending more money compared to any other demographicâ€“ and more time online than teenagersâ€“ understanding this often overlooked yet powerful, advertiser-friendly block of consumers could be key to the survival of “traditional” media such as newspapers and TV news programs. Among these “Vibrant Women,” as dubbed by VibrantNation.com, the survey findings uncovered that:
â€¢ Online News Leads the Way: 28% of women 50+ depend on the Internet as their primary news source. Of those who turn to the Web for news, 29% use their Web service homepage (Google, Yahoo, MSN, etc.), 25% log-on to newspaper websites (NYTimes.com, WSJ.com, local newspaper sites, etc.), 25% read news blogs and specialty online news sources (HuffingtonPost.com, Politico.com, DrudgeReport.com, Weather.com, etc.), and 16% rely on online news sites of broadcast media outlets (CNN.com, ABCNews.com, CBSNews.com, etc.).
â€¢ “Traditional” Media Still Plays a Central Role: While garnering smaller percentages than the Web on an individual basis, when combined 70% of respondents cite multiple “traditional” print and broadcast media as their primary news source — TV news programs (23%), newspapers (21%), radio (15%) and magazines (11%).