: "By July 2010, the digital landscape was shifting; 40-something women were becoming the fastest-growing demographic on Facebook, trading traditional puzzles for social games and redefining how their generation connected online." 4. "40 Something Cowgirls"
In , researchers were actively recruiting for and conducting the "40-Something" Study , a well-known clinical trial in Australia aimed at preventing menopausal weight gain in women. 40 Something – July 2010
During this time, the term was also used in media to describe the "40-something" demographic's shift toward digital trends. : "By July 2010, the digital landscape was