Audience Profiles
Women
POWERFUL CONSUMERS WHO SHARE PRODUCT INFO
They control the family purse strings while multi-tasking, managing, and steadily closing the gap in income disparity.
They’re Women. And they’re powerful.
So powerful, in fact, that they make 80% of all household spending decisions.1 And their buying power is only increasing. The number of women making $100,000 or more annually grew by 14% between 2007 and 2009. The number of men making six figures grew by just 4% during the same period.2
As a demographic, Women make up a large and diverse group. And that can make marketing to them difficult. But one of their key commonalities is that they rely heavily on their peers when it comes to getting the scoop on products. In fact, 92% of Women turn to friends and family for product information.3 So ensure that one Woman is happy with your products and services, and you’ll potentially tap into a whole network of consumers.
Demographic Info
50.7% of U.S. population4
2.4 million earn $100,000 or more annually5
$36,278 is the median income of a full-time female worker in the U.S.6
49.9% of U.S. women are married7
35% have a bachelor's degree8
Media Habits
71% have read a newspaper in print or online in the past week9
66.3% have read a newspaper in print in the past week10
57% of Facebook's members are female11
81% of women in a management or professional position with a household income of $100,00 read a newspaper each week12
Spending Habits
68% say online coupons influence their purchases13
81% say they enjoy seeing how much they save with loyalty cards14
74% are responsible for buying the family’s groceries and basic supplies15
55% are responsible for paying the bills16
Request more info on connecting with Women.
2 “More U.S. Women Pull Down Big Bucks,” The Washington Post, Oct. 7, 2010.
3 “Good Experiences Motivate Women to Share Product Info,” eMarketer, Oct. 22 2010.
4, 6, 7, 8 U. S. Census Bureau.
5 “More U.S. Women Pull Down Big Bucks," The Washington Post, Oct. 2010.
9, 10 “Newspaper Readership & Audience 2010, by Age and Gender," Newspaper Association of America.
11 “Men: Don't Forget, Men and Women Socialize Differently, Even Online," she-economy.com, June 2010.
12 “Newspapers Reach Nearly Three-in-Four Adult Consumers with Buying Power Every Week," Newspaper Association of America, Oct. 2010.
13, 14 “Attention Male Marketers: Women Can be Bought," she-economy.com, Aug. 2010.
15 “Household Responsibilities of US Females,” eMarketer, Jan. 2010.
16 “Household Responsibilities of US Females,” eMarketer, Jan. 2010.
