They are big magazine readers. They watch television, specifically news. They represent financial stability. Heavily involved with their grandchildren, they love spending money on them. They lead active lives and are generally in good health.
Gardening is listed among their favorite activities along with travel, music, family and the home.
These women are also interested in the purchasing experience as the product. When shopping, this group hates being patronized, likes friendly staff and is less trusting of new products and salespeople. Eighty-six percent rely on past shopping experiences, less from advertising and more from family and friends. Sixty percent desire money-back guarantees. They, too, like convenience, but it means something entirely different and geared toward their age group.