Female baby boomers spend over 15 hours a week on the Internet, according to a ThirdAge and JWT BOOM survey.
Over 83% of all female boomers spend some of that time researching or reading about health and wellness, both for themselves and their families.
Nearly 70% say they would definitely or probably get health information from their friends as well.
Sharon Whiteley of ThirdAge said that "this illustrates the peer word-of-mouth value this dynamic audience holds."
Lori Bitter of JWT said that "the stereotype that women boomers are not aggressive Internet users or online shoppers is incorrect. They are increasingly using the Internet to stay in contact with family and friends, research products before purchasing offline and actually make purchases online."
"Surprising to some, the older they are, the longer they are staying online," Ms. Bitter said.