CONSUMERS
Women & Consumer Purchasing Power
W
omen account for 85% of all shopping cart nowadays are environ- square6Women purchase 46% of official
consumer purchases including mentally friendly. NFL merchandise
everything from autos to health When women are aware yousquare6 Women spent 80% of all sport apparel
care: support women owned businesses: dollars and controlled 60% of all
square691% of New Homes square679% would try your product or money spent on men’s clothing
square666% PCs service Women comprise about one-square6
third (34%) of the adult audience forsquare692% Vacations square680% would solidify their brand
square680% Healthcare loyalty ESPN sport event programs
square665% New Cars square651% would give a company a In older groups, women make up a
square689% Bank Accounts second chance if a product or service larger percentage of the audience:
square693% Food missed the mark the first time square631% are women 18-34
Women make more than 80% ofsquare693 % OTC Pharmaceuticals square6 square632 % are women 35-54
American women spend about all consumer purchasing decisions, square6 square640% are women 55+
$5 trillion annually... Over half the square6Consulting firm A.T. Kearney
U.S. GDP estimates that women determine 80% Women in Motorsports
Women represent the majority ofsquare6 of consumption, purchase 60% of all square674% of male respondents and
the online market, cars and own 40% of all stocks 62% of female respondents agreed that
Women process information andsquare6 57% of women gardened withinsquare6 “women racers bring fans out to the
make purchasing decisions different- the last year, games.”
ly than men: 55% of women spent time reading lit- square640% of female respondents and
square659% of women feel misunder- erature within the last year. 21% of male respondents stated that
stood by food marketers Single women are becoming asquare6 they would be “more” or “much
square666% feel misunderstood by more influential category versus 10 more” likely to follow motorsport
health care marketers years ago, races if more females were involved.
square674% feel misunderstood by auto- In 1998, only 69% of women between square640% of the 6.6 million people
motive marketers 18 and 24 were involved in home elec- attending Winston Cup races each
square684% feel misunderstood by tronics purchases. By 2008, that num- year are women
investment marketers; ber has grown to 91%, in part driven
square691% of women in one survey by the prevalence of personal electron- New opportunities in DIY
said that advertisers don’t understand ics such as cell phones and computers. Women are making the majority of
them; Over the past 10 years, the num-square6 home renovation decisions, fewer of
ber of women 25-34 who were singlesquare670% of new businesses are start- them are looking to DIY this year.
ed by women or living with a significant other* While 81% of Americans are planning
The average black woman increased 8% to 38%, square6 home improvement projects in 2008,
spends 3 times as much on beauty And they are more educated: the per- only 44% want to do it themselves,
products compared with the average centage of women who had an under- down from 56% in 2006. And women
woman, graduate or graduate degree are even less likely to be wielding a
Women influence $90 billion dol-square6 increased, from 28% to 41%, over paintbrush: Just 32% of female deci-
lars worth of consumer electronic those 10 years. (as opposed to being sion-makers between the ages of 25
purchases in 2007, married, divorced or widowed) and 34 say they are likely to take on a
square661% of women influence house- DIY project, compared to 59% in 2006.
hold consumer electronic buying deci- And among women decision-makers
sions Women And Sports: in the 18-to-24 category, only 29% are
Nearly 50% of women say theysquare6 Women make up: eager to get their hands dirty, com-
want more green choices: square647.2 % of major league soccer fans pared to 48% in 2006. Brands and serv-
square637% are more likely to pay atten- square646.5% of MLB fans ices can capture this opportunity to be
tion to brands that are committed to square643.2% of NFL fans the solution and do it for them. PWM
environmental causes. square640.8% of fans at NHL games
Source:
www.m2w.biz/fast_facts.php
Reprinted with Permission
square625% of all products in a woman’s square637% of NBA fans
16 PROFESSIONAL WOMAN’S MULTICULTURAL MAGAZINE
www.professionalwomanmag.com
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