Many over 55 year women claim they are "invisible" when it comes to shopping as they are ignored in retail outlets and find online marketing doesn't care about their needs. These women are well educated and have a good disposable income, some inheriting early form their husbands or parents, own their own home and have more time with retirement... Yes, they know how to use technology!
If your brand sells product to this market it is crucial that you develop a sales and marketing strategy specifically for them as these women are highly social, have time to listen and engage and will be loyal to your brand if you make an effort to make them feel good.
See tips here on how to make your website more accessible to older shoppers.
Read Power Retail article 'Does Online Retail Alienate the Older Shopper'.