A new study of female boomers, courtesy of website Vibrant Nation, focused on the Internet habits of 700 readers. The study found that beauty brands were doing the best job of engaging with readers online. In the study, 78% of women reported visiting a beauty brand site in the past month.
The next most visited category, household product brands, only claimed the attention of 54% of respondents in the past month. While social media numbers were lower overall, 28% of respondents said they followed a beauty brand on Facebook or Twitter, as opposed to 19% for the next most followed category (also household product brands).