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New York, NY—Who is the Internet’s best super-user? As in, someone who measures online time in hours, not minutes, per day? Surprise: it’s not a Millennial.

No, it’s her mom. According to a recent article on Engage:Boomers, of three ages of women who identify themselves as moms, the group who spends the most time online is neither the young mother age 18-34 nor the mom age 34-55.

It’s moms age 55+. Contrary to popular belief (which asks, can these women even turn on the computer), in fact not only can they turn it on, they’re on it far more than their Millennial-age daughters. They’re reading, blogging, reviewing, and connecting. 

By almost every measure of time spent online, says the article, Boomer moms outrank their younger peers. While they’re a little less likely to post reviews on e-commerce sites, they’re more likely to post them on social media.

They’re also big spenders who make far more of their families’ purchasing decisions than marketers think. While the most common ads to this group are for food and cleaning products, she’s out buying mobile devices, financial services, travel services, automobiles and auto repair services, and much more—including jewelry.

Boomer women often fall into one of three categories: active empty-nester with lots of disposable income, midlife entrepreneur or business leader, or a multi-generational caregiver. Many Boomer women are also buying costly gifts for adult children and/or grandchildren.

Top image: npnblog.com