"As technology products become easier and more intuitive to use, they provide ways for women to stay connected and remain independent as they age"
Caryn Harbour, a director with Frank About Women

According to a new study by marketing consultancy Frank About Women, women over 40 are becoming a growing segment of technology consumers, purchasing tech products that are in line with their drastically different views of what it means to grow older.

The surprising results of a new study, Aging Redefined: A Frank Perspective on Marketing to Women as They Age, show that women want to remain connected yet independent as they age, and will gravitate toward products that make it easy for them to stay in touch while taking care of themselves. Frank About Women is a Winston-Salem, N.C. - based strategic consultancy dedicated to helping brands build lasting relationships with women.

Specifically, the hottest tech items for women over 40 are cell phones, digital cameras, DVD players and computers. Forty-seven percent of women in this age group said they recently bought or will soon buy a wireless phone, 45 percent said they just purchased a digital camera or will soon buy one, and a DVD player was named a recent or near-future purchase for 42 percent. In addition, 38 percent said they recently got a new computer or PC, or intend to buy one in the next 6-12 months.

"Women are rewriting the rules about what it means to age, and the new attitudes we're seeing are a desire to remain relevant and connected to their loved ones while staying self-sufficient," said Caryn Harbour, a director with Frank About Women. "As technology products become easier and more intuitive to use, they provide ways for women to stay connected and remain independent as they age."

Women Are More Open-Minded and Have More Discretionary Income With Age
The survey data indicate women are more open-minded consumers as they age. Half of women surveyed said they have tried a new product or a new brand name in the previous month, and a majority agree they are more willing to try new things as they age. In addition, women overwhelmingly agree they are less set in their ways as they grow older.

Half of women in the survey said they have increased discretionary income as they age, and of those, 84 percent said they are looking to upgrade the products and services in their lives.

The nationally representative online study was based on 1,562 responses from women between the ages of 35-74.