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Advertisers who are interested in women over the age of 45 should probably pay attention to new data from Dynamic Logic.  It doesn't touch on the usual suspects - clothing, jewelry, and whatnot - but instead suggests that gaming sites are a good way to reach this demographic.

 Dynamic Logic's Stats On Women And Ads
(Photo Credit: DynamicLogic.com)

Dynamic Logic recorded a "Purchase Intent" figure of 3.7 for 18- to 34-year-olds.  The number rose to 4.2 for women between the ages of 35 and 44, and reached 4.4 for women 45 and older.  "Brand Favorability" was also appreciably higher among women in this last group.

Jack Loechner writes, "Since Brand Favorability is typically a difficult metric to move through advertising because consumers often wait until after they have tried the product to form an opinion, it's notable, says the report, that CPG advertising on Gaming sites is able to persuade women ages 45+ to form an opinion before trial/purchase."

Advertisers are likely to act on this information; due to the iffy economy, everyone's looking for even more of an edge than usual.  And online advertising has already been identified as a somewhat safe investment.

Dynamic Logic's data was based on information collected from 23,205 respondents over the course of three years, so it should, by the way, pass all the usual tests for statistical significance.