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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 ConsumerThe BabyBoomer Woman
Senior women age 50 and older control net worth of $19 trillion and own more than three-fourths of the
nations financial wealth. MassMutual Financial Group2007
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 countrys 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 Group2007
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 countrys 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
dont 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 countrys culture and commerce. They are
educated, have a high income, and make 95 percent of the purchase decisions for their households.
Karen Vogel, The Womens 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 RVs 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

Affluent working women with family incomes of $75,000 or more are growing in number, and 94.3 percent
access the Internet during an average month. About half are now considered heavy users of the Internet,
while heavy use of radio, television, newspapers and direct mail has declined within this group. Ten
Marketing Trends to Watch, Kim T. Gordon, Entrepreneur.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.S. 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;
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 dont 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.
25% of all products in a womans 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.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
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, 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%
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.
Shes Got Game! Women And Sports: WOMEN MAKE UP:

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 mens

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+
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.
40% of the 6.6 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

93 % OTC Pharmaceuticals
58% of Total Online Spending
(Source: Greenfield Online for Arnolds Womens Insight Team)
American women spend about $7 trillion annuallyOver half of the U.S. GDP**

*Marketing to Women Conference, Chicago


**Nielsen/NetRatings, 3/18/04
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 ConsumerThe BabyBoomer Woman
Senior women age 50 and older control net worth of $19 trillion and own more than three-fourths of the
nations financial wealth. MassMutual Financial Group2007
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 countrys 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 Group2007
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 countrys 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
dont 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 countrys culture and commerce. They are
educated, have a high income, and make 95 percent of the purchase decisions for their households.
Karen Vogel, The Womens 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 RVs 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
Affluent working women with family incomes of $75,000 or more are growing in number, and 94.3 percent
access the Internet during an average month. About half are now considered heavy users of the Internet,
while heavy use of radio, television, newspapers and direct mail has declined within this group. Ten
Marketing Trends to Watch, Kim T. Gordon, Entrepreneur.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.S., AND influence up to 80% of all car

purchases.
Women also request 65% of the service work done at dealerships.
Women spend over $200 billion on new cars & mechanical servicing of vehicles each year.
45% of all light trucks and SUVs are purchased by women.

Source: Women-Drivers.com, 2010 (via M2W.biz)

Women continue having poor experiences when trying to buy a car.

3/4 of women surveyed say they feel misunderstood by car marketers.

Source: Forbes, 2010 (via M2W.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 dont 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

37% are more likely to pay attention to brands that are committed to environmental causes
25% of all products in a womans 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.T. 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, 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%===


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.===

Ladies are moving away from 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.
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.
Among women decision-makers in the 18-to-24 category, only 29% are eager to get their hands dirty,
compared to 48% in 2006.
SHES GOT GAME! Women And Sports:
46% of self-identified MLB fans are women
44% of NFL TV viewers are women, up from 34% in 2011
More women watch the Super Bowl than the Oscars 46% of the viewers for that game are

women, up from 14% in 2002


The NFL reports that spending on womens apparel has risen 76% since 2010
Products that are made specifically for women make up 17% of sports apparel, whereas eight
years ago it was close to zero

(Source: Businessweek, November 2013)


Super Bowl survey: 44% of women say they prefer ads to any other aspect of the game
(Source: Lab42 Research study, 2013)
Of the NFLs 185 million fans, 45% are women

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, September 2013)


Women spent 80% of all sport apparel dollars and controlled 60% of all money spent on mens

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 6.6 million people attending Winston Cup races each year are women^^