According to research from Bonmarché browsing the internet is one the most regular leisure activities conducted by the over 45s, while online shopping is one of the top reasons for using mobiles, laptops and computers.

The 'Generations of Today and Tomorrow' report surveyed more than 6,000 British women over the age of 45, from Bonmarché's database of seven million customers. The research stated while 80% of over 45s said their most regular leisure activity was browsing the internet, 72% said it was shopping.

But over 45s also think the high street is very important, as human interaction and socialising is the main reason this demographic chooses to purchase from physical stores rather than shopping online.

Beth Butterwick, CEO, Bonmarché said: “This is an evolving demographic, which faces particular pressures, challenges and opportunities on account of their stage in life, and we are passionate about understanding, and giving a voice to, these important groups in society – primarily through our role as a clothing retailer and understanding her particular preferences and needs in relation to her lifestyle and appearance.

"There is no one 'typical woman over 50' – there is a vast array of diversity within mature age groups. That said, one of the prominent themes coming across is that traditional stereotypes about this age group are increasingly out-dated.”

Additionally, the vast majority of over 45s who think technology makes it easier to maintain relationships, those aged 70+ are the most in agreement.

Mature women also seek approval on their outfit choices from friends. The Bonmarché research said 70% of women find their confidence boosts after a compliment from friends, more so with those aged 70+ (77%), which is more important to her than a compliment from their partner (58%) or wearing new clothes (74%).

Butterwick added: "It is no secret that over 50s Britain is a growing demographic and we are listening to this audience to ensure their voices are heard.

"Bonmarché’s 'Generations of Today and Tomorrow’ is an important step for us in exploring the lives of women and we look forward to developing our research further to ensure we support this important demographic."