| |
|
| |
Fast Facts
Women and Spirits
Middle-aged women account for 62% of vodka purchases made in stores. About 60% of the growth in US spirits consumption is in the vodka category; Source: Diageo, February 2010
In the Penn Mutual 2nd Annual Worth Survey for Women, 71% of respondents characterized themselves as Independent Women:
~ Women who characterize themselves as independent are more likely to be on track with respect to paying off debt (33% vs. 19% of non-independent women), building up their savings (26% vs. 18% respectively), and guaranteeing they will maintain or enhance their lifestyle during retirement (26% vs. 17%).
~ Independent women are significantly more likely than those who do not view themselves as independent to say they are on or ahead of target for being able to save for future travel (29% vs. 18%), and save for a home remodel (20% vs. 10%). Source: Penn Mutual 2nd Annual Worth Survey for Women, 2010
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 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; Source: Yankelovich Monitor |
| ~ |
91% of women in one survey said that advertisers don't
understand them;
Source: Greenfield Online for Arnold's Women's Insight Team |
| ~ |
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.
Source: Procter & Gamble Co., P&G/Essence poll
Women influence $90 billion dollars worth of consumer electronic purchases in 2007
Source:Consumer Electronics Association
| ~ |
61% of women influence household consumer electronic
buying decisions |
Nearly 50% of women say they want more green choices:
Source:Frank About Women
| ~ |
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:
Source: WBENC
| ~ |
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 |
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. Source: Vertis Communications |
|
| |
|
| |
Over the past 10 years, the number of women 25-34 who were single or living with a significant other* increased 8% to 38%
Source: Vertis Communications Consumer Focus Study, 2008
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)
|
|
| |
|
| |
Single women are becoming a more influential category versus 10 years ago
Source: Vertis Communications Consumer Focus Study, 2008
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.
|
|
| |
|
| |
57% of women gardened within the last year
Source: Statistical Abstract of the United States, 2007
| 55% of women spent time reading literature within the last year. |
|
| |
|
| |
Women make more than 80% of all consumer purchasing decisions
Source: Trendwatching, August 2007
| ~ |
Consulting firm A.T. Kearney estimates that women determine 80% of consumption, purchase 60% of all cars and own 40% of all stocks |
|
| |
|
| |
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. Source: Lyn St. James Foundation, 2005 |
40% of the 6.6 million people attending Winston Cup races each year are women
Source: US News & World Report
|
|
| |
|
| |
Women represent the majority of the online market
Source: Nielsen/NetRatings, 3/18/04
|
| |
|
| |
Women comprise about one-third (34%) of the adult audience for ESPN sport event programs Source: ESPN Research. ESPN, 2002
| 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+ |
|
| |
|
| |
She’s Got Game! Women And Sports:
| Women make up: Source: Street & Smith's SportsBusiness Journal, Dec. 24, 2001 |
| ~ |
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
Source: The NDP Group
|
|
| |
|
| |
|
|
|
 |
| |
Here is your chance to become part of The Nation's
Premier Conference on Marketing to Women... |
|
 |
|
| Sign up to receive more M2W® information |
|
|
|
| |
| |
|
