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  Fast Facts

Women account for 85% of all consumer purchases including everything from autos to health care:

~ 91% of New Homes
~ 66% PCs
~ 92% Vacations
~ 80% Healthcare
~ 65% New Cars
~ 89% Bank Accounts
~ 93% Food
~ 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:


~ 59% of women feel misunderstood by food marketers
~ 66% feel misunderstood by health care marketers
~ 74% feel misunderstood by automotive marketers
~ 84% feel misunderstood by investment marketers;*2a
~ 91% of women in one survey said that advertisers don't understand them;*2b
~ 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


~ 61% of women influence household consumer electronic buying decisions

Nearly 50% of women say they want more green choices: *6

~ 37% are more likely to pay attention to brands that are committed to environmental causes.
~ 25% of all products in a woman’s shopping cart nowadays are environmentally friendly.

When women are aware you support women owned businesses: *7

~ 79% would try your product or service
~ 80% would solidify their brand loyalty
~ 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

~ 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.

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)

She’s Got Game! Women And Sports:
Women make up: *12
~ 47.2 % of major league soccer fans
~ 46.5% of MLB fans
~ 43.2% of NFL fans
~ 40.8% of fans at NHL games
~ 37% of NBA fans
~ 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:
~ 31% are women 18-34
~ 32 % are women 35-54
~ 40% are women 55+

Women in Motorsports

~ 74% of male respondents and 62% of female respondents agreed that "women racers bring fans out to the games."
~ 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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*2a

Yankelovich Monitor

 

*2b

Greenfield Online for Arnold's Women's Insight Team
 

*3

Nielsen/NetRatings, 3/18/04
  *4 Procter & Gamble Co., P&G/Essence poll
  *5 Consumer Electronics Associationl
  *6 Frank About Women
  *7 WBENC
  *8 Trendwatching, August 2007
  *9 Statistical Abstract of the United States, 2007
  *10 Vertis Communications Consumer Focus Study, 2008
  *11 Vertis Communications Consumer Focus Study, 2008
  *12 Street & Smith's SportsBusiness Journal, Dec. 24, 2001
  *13 The NDP Group
  *14 ESPN Research. ESPN, 2002
  *15 Lyn St. James Foundation, 2005
  *16 US News & World Report
  *17 Vertis Communications
     
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