This report examines the landscape of digital video, social media, and on-screen representation for mature women (typically defined in studies as women aged 50-70+), highlighting a shift from underrepresentation to increased digital engagement, social presence, and demand. 1. Digital Content Creation and Social Media Usage
While increasing in digital spaces, traditional advertising and media still frequently underrepresent older women compared to older men, often failing to assign them clear professional or social roles.
For this demographic, gaming is used for stress relief, social connection, and cognitive stimulation.
Older women are increasingly active on digital platforms, using video to combat ageism and connect with others.
Contrary to popular stereotypes, older women are active participants in digital gaming.