Experts in Marketing to Boomers Release New Data About Habits and Trends of Women Online

Findings from the First JWT/ThirdAge Joint Research Initiative to be Announced at the Annual Marketing to Women Conference

March 25, 2007 (Chicago, IL)

ThirdAge Inc. and JWT BOOM will release new findings in the way Boomer women are using the Internet at the 3rd Annual M2W -- The Marketing to Women Conference, being held April 25 and 26, at the Chicago Cultural Center. The first online research study resulting from a new strategic partnership by JWT BOOM and ThirdAge Inc. formed earlier this year was conducted online at www.thirdage.com with approximately 1,100 women 40 years of age and older.

The survey was designed to help marketers better understand the current interests, preferences and habits of Baby Boomer and mid-life women called ThirdAgers, and their use of online media and the Internet. Results reveal compelling new data, according to Sharon Whiteley, CEO of ThirdAge Inc. and Lori Bitter, Senior Partner at JWT BOOM. In addition, research findings bring to light a number of significant differences between these women as they enter different life stages.

"Women Boomers are spending over 15 hours a week on the Internet," according to Lori Bitter, Senior Partner at JWT BOOM. "The stereotype that they're not aggressive Internet users or online shoppers is definitely proving to be incorrect. Our study shows that they're increasingly using the Internet in a variety of ways, from staying in contact with family and friends, to researching products before purchasing offline and actually making purchases online. Surprising to some, the older they are, the longer they are staying online."

ThirdAgers are also increasingly turning to the Internet to seek out health information and engage in online communities. "Over 83% of all respondents are researching or reading content online around health and wellness; not only for themselves, but also for their families," continues Sharon Whiteley. "Further, almost 70% say they would definitely or probably get Health information from their friends. This illustrates the peer word-of-mouth value this dynamic audience holds; one which we have always known, "she adds. "ThirdAgers trust people who have walked in their shoes and look at life through empathic lenses".

Both Bitter and Whiteley expressed delight that their research collaboration was being highlighted at the Marketing to Women Conference produced by PME Enterprises, a conference and event production company in Hartford, Conn. They consider this event to be the premiere forum for leading-edge marketers genuinely interested in the lucrative women's market. "PME has an outstanding reputation for attracting thought leaders -- both in the audience and on stage -- and for producing stellar learning experiences with take-away value," they added. "We're so pleased to have ThirdAge and JWT BOOM as presenters at this year's M2W conference," notes Nan McCann, President of PME Enterprises. "We know our attendees will appreciate having access to this exciting data that will help them better serve the Boomer woman market."

ThirdAge Inc. is a leading online, media, marketing and consumer insight company exclusively serving the baby boomer and aging midlife market, people generally in their 40's - 60's. Pioneers in the arena, the site attracts over 500,000 unique visitors a month with a core focus around community based health and wellness content, relationships and life stage transitions.

JWT BOOM is the premier integrated marketing firm specializing in reaching consumers ages 40+. Providing results-driven strategy and execution, JWT BOOM excels at helping clients build profitable and lasting relationships with boomers and mature consumers, the fastest growing and most financially powerful segment in the country.

Top-Line Findings

• 83% are using a desktop computer to connect online; 16% are using laptops
• 71% are using Broadband to access the Internet from home -- higher than the national average across all age groups
• Boomer women's top interests regarding Internet use:

• 83% are "definitely" using the Internet to seek information around Health & Wellness, while only 71% would "definitely" get Health & Wellness information from doctors and medical professionals
• Boomers participate as much or more in viral or word-of-mouth marketing as younger age groups. Very or somewhat likely to share product information or news with:

Integration of Offline and Online Marketing is a Major Opportunity

• 79% would respond to promotional e-mails about products and services
• 92% have read about a Web site in a print article (magazine, newspaper) and then visited online
• 90% have seen a print ad and later visited the online site
• 88% have seen a Web site advertised on television and later visited it online
• 66% will visit a Web site address after hearing it on a radio commercial

Significant Differences between Women in Different Age Groups

• The over-60 group was less likely to rely on their FRIENDS for Health information than all of the other groups. (59% versus 68% in all the other groups under 60).
• Women 50+ less likely to use TV for Health info (48%) vs. 40-to-50s (53%)
• Women more likely to be on a laptop as opposed to a desktop the younger they are:

• OLDER groups were on the Internet for the largest periods of time every week. Percentages for those on 15 hours or longer:

• Those over 60 have less interest in watching online video (30% vs. at least 43% in all other groups)
• Those over 60 have less interest in reading blogs (16% vs. at least 22%)
• Gaming interest is strong throughout, however, over-60s have the most interest in online games (57%) and the 40-to-50 group has the least interest (43%)
• 40-50 year olds and 50-60 year olds both more interested in downloading music; over-60s least interested:

• Older groups are less interested in social networking