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Fast Facts
Women account for 85% of all consumer purchases
including everything from autos to health care:
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91% of New Homes |
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66% PCs |
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92% Vacations |
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80% Healthcare |
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65% New Cars |
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89% Bank Accounts |
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93% Food |
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93 % OTC Pharmaceuticals |
American women spend about $5 trillion annually...
Over half the U.S. GDP
Women represent the majority of the online market, *3
Women process information and make purchasing
decisions differently than men:
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59% of women feel misunderstood by food marketers |
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66% feel misunderstood by health care marketers |
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74% feel misunderstood by automotive marketers |
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84% feel misunderstood by investment marketers;*2a |
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91% of women in one survey said that advertisers don't
understand them;*2b |
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70% of new businesses are started by women |
The average black woman spends 3 times as much on beauty
products compared with the average woman, *4
Women influence $90 billion dollars worth of consumer electronic purchases in 2007, *5
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61% of women influence household consumer electronic
buying decisions |
Nearly 50% of women say they want more green choices: *6
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37% are more likely to pay attention to brands that are committed to environmental causes. |
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25% of all products in a woman’s shopping cart nowadays are environmentally friendly. |
When women are aware you support women owned businesses: *7
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79% would try your product or service |
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80% would solidify their brand loyalty |
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51% would give a company a second chance if a product or service missed the mark the first time |
Women make more than 80% of all consumer purchasing decisions, *8
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Consulting firm A.T. Kearney estimates that women determine 80% of consumption, purchase 60% of all cars and own 40% of all stocks |
57% of women gardened within the last year, *9
| 55% of women spent time reading literature within the last year. |
Single women are becoming a more influential category versus 10 years ago, *10
In 1998, only 69% of women between 18 and 24 were involved in home electronics purchases. By 2008, that number has grown to 91%, in part driven by the prevalence of personal electronics such as cell phones and computers.
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Over the past 10 years, the number of women 25-34 who were single or living with a significant other* increased 8% to 38%, *11
And they are more educated: the percentage of women who had an undergraduate or graduate degree increased, from 28% to 41%, over those 10 years. *(as opposed to being married, divorced or widowed)
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She’s Got Game! Women And Sports:
| Women make up: *12 |
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47.2 % of major league soccer fans |
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46.5% of MLB fans |
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43.2% of NFL fans |
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40.8% of fans at NHL games |
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37% of NBA fans |
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Women purchase 46% of official NFL merchandise |
| Women spent 80% of all sport apparel dollars and controlled 60% of all money spent on men’s clothing *13 |
Women comprise about one-third (34%) of the adult audience for ESPN sport event programs *14
| In older groups, women make up a larger percentage of the audience: |
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31% are women 18-34 |
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32 % are women 35-54 |
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40% are women 55+ |
Women in Motorsports
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74% of male respondents and 62% of female respondents agreed that "women racers bring fans out to the games." |
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40% of female respondents and 21% of male respondents stated that they would be "more" or "much more" likely to follow motorsport races if more females were involved. *15 |
| 40% of the 6.6 million people attending Winston Cup races each year are women *16 |
New opportunities in DIY
| Women are making the majority of home renovation decisions, fewer of them are looking to DIY this year. While 81% of Americans are planning home improvement projects in 2008, only 44% want to do it themselves, down from 56% in 2006. And women are even less likely to be wielding a paintbrush: Just 32% of female decision-makers between the ages of 25 and 34 say they are likely to take on a DIY project, compared to 59% in 2006. And among women decision-makers in the 18-to-24 category, only 29% are eager to get their hands dirty, compared to 48% in 2006. Brands and services can capture this opportunity to be the solution and do it for them. *17 |
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Here is your chance to become part of The Nation's
Premier Conference on Marketing to Women... |
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| Sign up to receive more M2W® information |
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*2a
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Yankelovich Monitor
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*2b
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Greenfield Online for Arnold's Women's Insight Team |
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*3
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Nielsen/NetRatings, 3/18/04 |
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*4 |
Procter & Gamble Co., P&G/Essence poll |
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*5 |
Consumer Electronics Associationl |
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*6 |
Frank About Women |
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*7 |
WBENC |
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*8 |
Trendwatching, August 2007 |
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*9 |
Statistical Abstract of the United States, 2007 |
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*10 |
Vertis Communications Consumer Focus Study, 2008 |
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*11 |
Vertis Communications Consumer Focus Study, 2008 |
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*12 |
Street & Smith's SportsBusiness Journal, Dec. 24, 2001 |
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*13 |
The NDP Group |
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*14 |
ESPN Research. ESPN, 2002 |
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*15 |
Lyn St. James Foundation, 2005 |
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*16 |
US News & World Report |
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*17 |
Vertis Communications |
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