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MARKETING TO WOMEN QUICK FACTS

• Boomer Women and Affluence – One huge, affluent segment wields more spending clout than any other:
Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public
no marketer can afford to ignore. With successful careers, investments made during the “boom” years, and
inheritances from parents or husbands, they are more financially empowered than any previous generation
of women. – Mary Brown, Carol Orsborn, Ph.D., Marketing to the Ultimate Power Consumer—The BabyBoomer Woman
• Senior women age 50 and older control net worth of $19 trillion and own more than three-fourths of the
nation’s financial wealth. – MassMutual Financial Group–2007
• Fifty-plus American women are the healthiest, wealthiest and most active generation of women in history.
- Demographics by Mark Miller
• Of the 743 women of wealth interviewed with at least $3 million in investable assets, 61.2% accumulated
their fortunes through corporate employment, their own or a family business or a professional practice. Only
38.8% of the women had married into or inherited their money. – Women of Wealth, 2004, by Russ Alan
Prince and Hannah Shaw Grove
• High-net-worth women account for 39% of the country’s top wealth earners; 2.5 million of them have
combined assets of $4.2 trillion. More than 1.3 million women professionals and executives earn in excess
of $100,000 annually. 43% of Americans with more than $500,000 in assets are female – MassMutual
Financial Group–2007
• Over the next decade, women will control two thirds of consumer wealth in the United States and be the
beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40
trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband.
The Boomer woman is a consumer that luxury brands want to resonate with. – Claire Behar, Senior Partner
and Director, New Business Development, Fleishman-Hillard New York
• The more mature luxury consumer places the highest priority in making memories and experiences. They
don’t buy things to have more things; they want the experience to go along with it. Luxury consumers expect
superior quality and are extremely discerning. – Pam Danziger, president of Unity Marketing
• The 55 to 75 year-old female has seen her role change from homemaker to purchaser of security,
convenience and luxury items. – Barbara Kleger, president of 55+ Consulting
• Wealthy boomer women are the marquee players in our country’s culture and commerce. They are
educated, have a high income, and make 95 percent of the purchase decisions for their households.
– Karen Vogel, The Women’s Congress and co-founder and president of New Generation Event Solutions
• Once the college bills are out of the way and children launch their own households, the discretionary
spending power of 50-plus women soars. They spend 2.5 times what the average person spends. Women
are the primary buyers for computers, cars, banking, financial services and a lot of other big-ticket
categories. – Marti Barletta, Primetime Women
• The Baby Boomer Generation has more money, leisure time and technology than any other generation in
history. They can not only stay in touch with family and friends but actually continue to pursue their careers
while traveling. Thanks to Wi-Fi, satellite Internet hookups, e-mail and cell phones, baby boomers can
continue running businesses from RV’s from just about anywhere in the United States. – Baby-Boomer
Magazine.com
• Affluent women juggle demands of career and family, are concerned about the environment and are
discriminating shoppers. – The Affluent Market in the U.S., Dr. Robert Brown and Ms. Ruth Washton
• The number of wealthy women investors in the U.S. is growing at a faster rate than that of men. In a twoyear period, the number of wealthy women in the U.S. grew 68%, while the number of men grew only 36%.
– The Spectrem Group

while heavy use of radio.com STATISTICS 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 PharmaceuticalsAmerican women spend about $5 trillion annually… Over half the U.• Affluent working women with family incomes of $75.3 percent access the Internet during an average month.When women are aware you support women owned businesses  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 .  84% feel misunderstood by investment marketers  91% of women in one survey said that advertisers don’t understand them  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  Women influence $90 billion dollars worth of consumer electronic purchases in 2007  61% of women influence household consumer electronic buying decisions  Nearly 50% of women say they want more green choices  37% are more likely to pay attention to brands that are committed to environmental causes.000 or more are growing in number. Kim T. – Ten Marketing Trends to Watch.  25% of all products in a woman’s shopping cart nowadays are environmentally friendly. and 94. television. Gordon.S. Entrepreneur.  66% feel misunderstood by health care marketers. About half are now considered heavy users of the Internet.  74% feel misunderstood by automotive marketers. newspapers and direct mail has declined within this group. GDP Women represent the majority of the online market Digital Divas By The Numbers • 22% shop online at least once a day • 92% pass along information about deals or finds to others • 171: average number of contacts in their e-mail or mobile lists • 76% want to be part of a special or select panel • 58% would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops) • 51% are moms Source: Mindshare/Ogilvy & Mather Women process information and make purchasing decisions differently than men:  59% of women feel misunderstood by food marketers.

By 2008.T. the number of women 25-34 who were single or living with a significant other increased 8% to 38%  And they are more educated: the percentage of women who had an undergraduate or graduate degree increased. over those 10 years. that number has grown to 91%.6 million people attending Winston Cup races each year are women MARKETING TO WOMEN QUICK FACTS STATISTICS 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 .  She’s Got Game! Women And Sports: WOMEN MAKE UP:        47. Women make more than 80% of all consumer purchasing decisions  Consulting firm A.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 Women comprise about one-third (34%) of the adult audience for ESPN sport event programs In older groups. purchase 60% of all cars and own 40% of all stocks  57% of women gardened within the last year  55% of women spent time reading literature within the last year  Single women are becoming a more influential category versus 10 years ago  In 1998. Kearney estimates that women determine 80% of consumption.”  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.5% of MLB fans 43. only 69% of women between 18 and 24 were involved in home electronics purchases. from 28% to 41%. in part driven by the prevalence of personal electronics such as cell phones and computers  Over the past 10 years.2% of NFL fans 40.  40% of the 6. 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.2 % of major league soccer fans 46.

– MassMutual Financial Group–2007 • Fifty-plus American women are the healthiest. their own or a family business or a professional practice.8% of the women had married into or inherited their money. Fleishman-Hillard New York • The more mature luxury consumer places the highest priority in making memories and experiences. convenience and luxury items. and make 95 percent of the purchase decisions for their households. GDP** *Marketing to Women Conference. e-mail and cell phones. Marketing to the Ultimate Power Consumer—The BabyBoomer Woman • Senior women age 50 and older control net worth of $19 trillion and own more than three-fourths of the nation’s financial wealth. financial services and a lot of other big-ticket categories. these women represent a portion of the buying public no marketer can afford to ignore. – Barbara Kleger. Only 38. cars. – Mary Brown. 3/18/04 • Boomer Women and Affluence – One huge. 2.  93 % OTC Pharmaceuticals 58% of Total Online Spending (Source: Greenfield Online for Arnold’s Women’s Insight Team) American women spend about $7 trillion annually…Over half of the U. Born between 1946 and 1964. by Russ Alan Prince and Hannah Shaw Grove • High-net-worth women account for 39% of the country’s top wealth earners. Chicago **Nielsen/NetRatings. affluent segment wields more spending clout than any other: Baby-Boomer women. – Karen Vogel. satellite Internet hookups.Demographics by Mark Miller • Of the 743 women of wealth interviewed with at least $3 million in investable assets.com . from both parents and husband.2% accumulated their fortunes through corporate employment. The Boomer woman is a consumer that luxury brands want to resonate with. They don’t buy things to have more things.5 million of them have combined assets of $4. Thanks to Wi-Fi.S. president of 55+ Consulting • Wealthy boomer women are the marquee players in our country’s culture and commerce. and inheritances from parents or husbands. They can not only stay in touch with family and friends but actually continue to pursue their careers while traveling. 2004. – Women of Wealth. – Marti Barletta. 43% of Americans with more than $500. – Pam Danziger. They spend 2. Ph.. president of Unity Marketing • The 55 to 75 year-old female has seen her role change from homemaker to purchaser of security.D. Estimates range from $12 to $40 trillion. New Business Development.000 in assets are female – MassMutual Financial Group–2007 • Over the next decade. have a high income. Primetime Women • The Baby Boomer Generation has more money. leisure time and technology than any other generation in history. Luxury consumers expect superior quality and are extremely discerning. Women are the primary buyers for computers. More than 1. investments made during the “boom” years. they want the experience to go along with it. baby boomers can continue running businesses from RV’s from just about anywhere in the United States. women will control two thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history.000 annually. They are educated. – Claire Behar. – Baby-Boomer Magazine. 61.2 trillion. banking. wealthiest and most active generation of women in history. Many Boomer women will experience a double inheritance windfall. the discretionary spending power of 50-plus women soars. Senior Partner and Director. they are more financially empowered than any previous generation of women. The Women’s Congress and co-founder and president of New Generation Event Solutions • Once the college bills are out of the way and children launch their own households. Carol Orsborn.5 times what the average person spends. With successful careers.3 million women professionals and executives earn in excess of $100. .

000 or more are growing in number. Source: Women-Drivers. About half are now considered heavy users of the Internet. Ruth Washton • The number of wealthy women investors in the U. – The Spectrem Group • Affluent working women with family incomes of $75. television.S.S. Dr. Women spend over $200 billion on new cars & mechanical servicing of vehicles each year.S. grew 68%. In a twoyear period.com Women represent the majority of the online market:  Digital Divas By The Numbers:* • 22% shop online at least once a day • 92% pass along information about deals or finds to others • 171: average number of contacts in their e-mail or mobile lists • 76% want to be part of a special or select panel • 58% would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops) • 51% are moms *Mindshare/Ogilvy & Mather Women and Cars  Women buy more than half of the new cars in the U. – The Affluent Market in the U. and 94.biz)  Women continue having poor experiences when trying to buy a car. the number of wealthy women in the U. are concerned about the environment and are discriminating shoppers. Gordon.3 percent access the Internet during an average month. ° 3/4 of women surveyed say they feel misunderstood by car marketers. while heavy use of radio. – Ten Marketing Trends to Watch. 2010 (via M2W. AND influence up to 80% of all car    purchases.biz)  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 ° 91% of women in one survey said that advertisers don’t understand them ° 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=  Women influenced $90 billion dollars worth of consumer electronic purchases in 2007** ° 61% of women influence household consumer electronic buying decisions ==  Nearly 50% of women say they want more green choices .S.. newspapers and direct mail has declined within this group. while the number of men grew only 36%. Entrepreneur. Kim T. 45% of all light trucks and SUVs are purchased by women.. 2010 (via M2W.com. is growing at a faster rate than that of men. Women also request 65% of the service work done at dealerships. Source: Forbes.• Affluent women juggle demands of career and family. Robert Brown and Ms.

up from 34% in 2011  More women watch the Super Bowl than the Oscars – 46% of the viewers for that game are   women. By  2008. 2013) Of the NFL’s 185 million fans. the number of women 25-34 who were single or living with a significant  other increased 8% to 38%=== And they are more educated: the percentage of women who had an undergraduate or graduate degree increased. Kearney estimates that women: ° Determine 80% of consumption ° Purchase 60% of all cars ° Own 40% of all stocks  57% of women gardened within the last year ***  55% of women spent time reading literature within the last year *** ===  Single women are becoming a more influential category versus 10 years ago  In 1998. that number has grown to 91%. compared to 48% in 2006. over those 10 years. 45% are women . only 29% are eager to get their hands dirty.===  Ladies are moving away from DIY:**** ° Women are making the majority of home renovation decisions. only 69% of women between 18 and 24 were involved in home electronics purchases.° 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: * ° 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*  Consulting firm A. fewer of them are looking to DIY this year.T. from 28% to 41%. down from 56% in 2006. ° Among women decision-makers in the 18-to-24 category. whereas eight years ago it was close to zero (Source: Businessweek. in part driven by the prevalence of personal electronics such as cell phones and computers === Over the past 10 years. November 2013)  Super Bowl survey: 44% of women say they prefer ads to any other aspect of the game (Source: Lab42 Research study. ° 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. only 44% want to do it themselves. up from 14% in 2002 The NFL reports that spending on women’s apparel has risen 76% since 2010 Products that are made specifically for women make up 17% of sports apparel. compared to 59% in 2006. ° While 81% of Americans are planning home improvement projects in 2008. SHE’S GOT GAME! Women And Sports:  46% of self-identified MLB fans are women  44% of NFL TV viewers are women.

6 million people attending Winston Cup races each year are women^^ . September 2013)  Women spent 80% of all sport apparel dollars and controlled 60% of all money spent on men’s   clothing** Women comprise about one-third (34%) of the adult audience for ESPN sport event programs*** 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+  In Motorsports…^ ° 74% of male respondents and 62% of female respondents agreed “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 motorsports races if more females were involved ° 40% of the 6.  Half of all NFL fans classify themselves as “avid”. and one-third of those fans are women Slightly more women than men classify themselves as “casual” fans of the NFL (Source: Businessweek.