Women & Travel
Women make 70% of all travel decisions. (Source: Bridget
Brennan, “Why She Buys”.)
73% of travel agents surveyed noted that more female
travelers embark on solo trips than their male counterparts. (Source: The Gutsy
Traveler)
According to 68% of travel agents, most female clients
taking trips in small groups are over the age of 45. (Source: The Gutsy
Traveler)
The average adventure traveler is not a 28-year old male,
but a 47-year-old female who wears a size 12 dress. (Source: Travel Industry of
America)
One in four women have participated in a “girlfriends
getaway” and 39% plan to do so at least once in the next three years. (Source:
AAA)
Travel and Hospitality PR and Marketing
Women & Food
Women spend more money per shopping trip – $44.43 per trip
compared to $34.81 for men. (Source: Todd Hale, “In U.S. Men Are Shopping More
Than Ever, While Women Are Watching More TV” Nielsen (2011).
60% of moms believe that organic foods are better for their
health. (Source: Food and Drug Administration).
84%of women are the sole preparer of meals in the household,
with 61% stating that they prepare meals at least five times per week. The
majority of these meals are not prepackaged, as 64% said they make most meals
using fresh ingredients. (Source: “Today’s Primary Shopper”, Private Label
Manufacturers Association)
Millennials are most likely to engage with retailers using
social media or other digital tools. (Source: US Grocery Trends, 2016)
Facebook, Pinterest and web searches are among the most
common ways consumers digitally engage with food culture. About half of all
shoppers engage with food digitally through social media – especially younger
generations. (Source: US Grocery Trends, 2016)
59% of women feel misunderstood by food marketers. (Source:
Greenfield Online for Arnold’s Women’s Insight Team)
Women & Healthcare
Women make 90% of household healthcare decisions. (Source:
Yankelovich Monitor, M2W Conference)
Women account for 93% OTC pharmaceutical purchases. (Source:
Tom Peters, in the forward to “Marketing to Women”, by Marti Barletta)
The internet – more than the family doctor– is the primary
source for healthcare information, and women more than men seek such
information online. (Source: Natural Marketing Institute, 2009)
More than three-quarters of those 65 years and older say
they go online for health information (Source: Burst Media Survey, 2007)
9 of 10 women online seek health information via the web.
The Internet – more than the family doctor – is the primary source for healthcare
information, and women seek such information online more than men. (Source:
National Marketing Institute)
66% feel misunderstood by health care market. (Source:
Greenfield Online for Arnold’s Women’s Insight Team)
Women & Technology
Products that topped women’s purchase lists, in order:
smartphones, tablets, laptops, HDTVs, digital cameras, and headphones. (Source:
Consumer Electronics Association, June 2013)
Female gamers over 55 spend more time online gaming than
males ages 15 to 24. (Source: Ford Motor Company and Trendwatching.com study,
2013)
44.4% of women say social media is a good way to keep up
with the latest content. Other reasons include sharing content with family and
friends (40.9%), sharing personal opinions or comments (26.7%) and seeing what
other fans or followers are saying about the content (25.4%).
50% of women say staying current on a brand’s latest
offerings is a top reason to follow brands on social media sites. (Source:
Burstmedia, 2012)
56% of women in the US use social networking sites:
> 58% of Facebook users are women
> 64% of Twitter users are women
> 82% of Pinterest users are women
(Source: Mashable, 2012; Pew Research Center)
Women & Sports
Women Make Up:
> 47.2% of major league soccer fans
> 46.5% of MLB fans
> 43.2% NFL fans
> 40.8% of NHL fans
> 37% of NBA fans
> Women make 46% of official NFL merchandise purchases
(Source: Compiled by Marketing to Women Conference
(Including Yankelovich Monitor & Greenfield Online for Arnold’s Women’s
Insight Team)
More women (50.4 million) tuned into the Super Bowl than
watched the Oscars (24.5 million), Grammys (23.8 million), and Emmys (8
million). (Source: Nielsen, 2012)
44% of women say they prefer ads during the Super Bowl to
any other aspect of the game. (Source: Lab42 Research Study, 2013)
Of the NFL’s 185 million fans, 45% are women. (Source:
Business Week, 2013)
Sales of women’s NFL apparel have tripled in the last four
years. (Source: Business Week, 2013)
Women & Automobiles
Women make 65% of new car purchase decisions. (Source:
Yankelovich Monitor, M2W Conference)
Women spend over $200 billion on new cars & mechanical
servicing of vehicles each year. (Source: She-conomy)
45% of all light trucks and SUVs are purchased by women.
(Source: Women-Drivers.com, 2010)
Women own 12.3% of all motorcycles in the country, a 28%
increase in 5 years. (Source: MSN Autos, 2009)
77% of women take a man along to a dealership to prevent
being taken advantage of. (Source: Women Certified, Delia Passi, cited in
Automotive News, 2011)
Women make up to 52% of all new vehicle purchases including
trucks and influence 80% of purchases. (Source: Bridget Brennan, “We Buys”)
74% feel misunderstood by automotive marketers. (Source:
Greenfield Online for Arnold’s Women’s Insight Team)
Women & Electronics
In 61% of all consumer electronic purchases, a woman either
initiated the purchase or was involved in the purchase process. (Source: “Tip
for Valentine’s Day: Women Want Electronics”, Laura Hubbard, 2012)
U.S. women spend an average of $822 on gadgetry each year
and account for more than half of their household’s total consumer-electronics
spending. (Source: Consumer Electronics Association, Influence CE Purchases,
2010)
45% of all video game players are women. (Consumer
Electronics Association,
Influence CE Purchases, 2010, Jamie Dunham, Lipstick
Economy)
Female gamers 55+ spend more time ongoing gaming than males
ages 15 to 24. (Source: Ford Motor Company and Trendwatching.com study, 2013)
Girlpower Marketing Asterisk
One out of every 11 American women owns a business.
(Source: U.S. Department of Labor)
Business & Finance
Women and Finances
Over the next decade, women will control two-thirds of all
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. (Source: Mediapost, April 19, 2013; She-conomy)
Just 20% of female breadwinners said they were ‘very well
prepared’ to make wise financial decisions, versus 45% of their male peers.
(Source: New York Times, January 2013)
Among all workers ages 16 to 34, women’s earnings are more
than 90% of men’s; this ratio drops for women ages 35 to 64, who earn 80% or
less of what men earn across the board. (Source: Pew Research Center)
Earnings of full-time female workers have risen by 31% since
1979, compared to a 2% rise in male earnings. (Source: “Women In America,” U.S.
Department of Commerce, Economics and Statistics Administration, 2011)
40% of households with children under the age of 18 include
mothers who are either the sole or primary source of income for the family.
(Source: Pew Research Center, May 2013)
The number of wealthy women investors in the U.S. is growing
at a faster rate than that of men. In a two-year period, the number of wealthy
women in the U.S. grew 68%, while the number of men grew only 36%. (Source: The
Spectrum Group)
93% of women say they have significant influence on what
financial services their family purchases, (Source: Harvard Business Review,
Boston Consulting Group Survey)
Financial services companies admit that they haven’t done a
great job of attracting women as customers, but with women rising fast on the
income and managerial ranks, they’re now paying more attention. The number of
women-owned firms increased by 54% between 1997 and 2012 – that’s a rate 1 1/2
times the national average. (Source: m2w.biz)
Women differ substantially from men in how they relate to
investing. They don’t want to hear about the growth or comparative performance of
different funds; they want information about reaching their long-term goals,
like putting a child through college. (Source: Vanguard Group’s Asset
Management & Advice Services Division)
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)
84% feel misunderstood by investment marketers. (Source:
Greenfield Online for Arnold’s Women’s Insight Team)
Women in Business
Women make up 25% of C-level executives at the top 1k U.S.
companies (by revenue). (Source, Forbes 2019)
Since 2007, the number of women-owned businesses has grown
58% vs. overfall business growth of 12%. (Source, Forbes, 2019)
Over 9 million businesses are owned by women (50% or more),
employing more than 8 million people, and generating $1.4 trillion in sales as
of 2008. (Source: American Express, 2014)
Women-owned firms (50% or more) account for 40% of all
privately held firms. (Source: “Buying Power,” Catalyst, 2013)
One in five firms with revenue of $1 million or more is
woman-owned. (Source: “Buying Power,” Catalyst, 2013)
76% question whether most companies understand their needs
as women. (Source: Entrepreneur Tracking Study, Linkage Research, 2013)
Women now make up 40% of new directors on Fortune 100
boards. (Source, Forbes, 2012)
Education and Careers of Women
Women: Education & Careers
Women have made substantial strides in recent decades and
now surpass men in both college enrollment and completion. 44% of women ages 18
to 24 were enrolled in college or graduate programs as of October 2010,
compared with just 38% of men in the same age group. In addition, 36% of women
ages 25 to 29 had a bachelor’s degree, compared with only 28% of men in the
same age group—a record-high divergence. (Source: Pew Research Center)
Women account for approximately 58% of students in two-and-
four-year colleges in the US. (Source: Silverstein and Sayre, 2009)
Overall, 140 women graduated in 2013 with a college degree
at some level for every 100 men, (Source: American Enterprises Institute, Carpe
Diem, Mark J. Perry, 2013)
Women earned 61.6% of all associate’s degrees, 56.7% of all
bachelor’s degrees, 59.9% of all master’s degrees, and 51.6% of all doctor’s
degrees in 2013. (Source: m2w.biz)
Since 1982, women have earned 4.35 million more bachelor’s
degrees than men (22.43 million for women vs. 18.08 million for men). (Source:
m2w.biz)
Gen Z Women
Gen Z is the most multicultural generation to date.
Almost eight in 10 (78%) have broken up with a brand for
some reason, whether it be price, racial discrimination, labor practices,
sustainability practices or decline in quality of products.
Top personal goals for Gen Z women in 2021 are:
– to become financially independent (31%)
– travel (27%)
– do well in school (26%)
– prioritize mental/physical health (24%)
– find a fulfilling career (20%)
Gen Z women are career-focused, though they also value
work-life balance after seeing their parents burn out at work. More than half
(58%) of Gen Z women say they prefer to work in a freelance job or their own
business for flexible hours.
Millennial Women
60% of US women 18-29 are single.
31% increase in the number of US single women 30-34 between
2007-2012.
26% of US adults 18-32 are married.
96% list “being independent” as their single most important
life goal
87% define success as being able to shape their own future
68% say becoming a mom is a priority.
50% say getting married is a priority.
(Source: Levi’s survey of 1,000 Millennials, 2010)
Millennial women represent $170 million in spending power.
(Source, Merkle: Why Millennial Women Buy)
Brand storytelling makes an impact; 47% of Millennial women
now their brands “origin story.” (Source, Merkle: Why Millennial Women Buy)
Millennial’s Digital World
95% of Millennial Moms own a smartphone. 81% of Moms prefer
texting over talking. (Source: Influence-Central)
Millennials multi-task while in-store: going online to seek
out new information, and ensure they’ve identified the best product for the
best price. Moreover, they don’t limit themselves to one-stop shopping, and
their path to purchase remains fluid, with external choices making a key
impact. Ultimately, these outside factors hold far more sway than in-store
advertising. (Source: Influence-Central)
As Millennial Moms increasingly rely on personal
recommendations and storytelling to help shape their purchasing decisions, they
look to blogs and social networks to learn about product features and evaluate
potential purchases. In fact, 69% of Millennial Moms use blogs to learn about
new products, while 64% use other social platforms. (Source: Influence-Central)
Women and Motherhood
Traditional nuclear families with two married heterosexual
parents are now the minority of U.S. The rise of single motherhood is the
largest influence on this trend — followed by gay families and
multigenerational families. (Source: Pew Research Center)
71.3% of mothers with children under 18 years of age
participate in the workforce, (Source: Bureau of Labor Statistics, 2011)
There are about 85 million mothers in the U.S. 34% of women
ages 18-64 have young children at home; in 1960, 52% did. (Source: U.S. Census
Bureau, 2014)
Women in the U. S. are waiting longer to start families,
with the average age of new moms now at 25. (Source: Sound Vision, 2017)
Average number of children that U.S. women today have is 2.
(Source: Sound Vision, 2017)
Boomer Women
Every fifth adult in the United States is a female over 50.
(Source: U.S. Census Bureau)
50+ American women are the healthiest, wealthiest and most
active generation of women in history. (Source: Demographics by Mark Miller)
Women 50+ control a net worth of $19 trillion. (Source:
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. (Source: Fleishman-Hillard New York)
Once college bills are paid, women 50+ spend 2.5 times what
the average person spends, and are primary buyers of computers, cars, banking,
and financial services. (Source: Marti Barletta, “PrimeTime Women”)
Wealthy boomer women are the marquee players in our
country’s culture and commerce. They are educated, have a high income, and make
95% of the purchase decisions for their households. (Source: Karen Vogel, The
Women’s Congress; She-conomy)
Over 30 million women 50+ are the fastest growing
demographic online. (Source: DMN3)
Women 50+ spend, on average, 250% of what the population in
general does. (Source: DMN3)
Baby Boomer women spend upwards of $20 billion each year on
clothing. (Source: DMN3)
Purchasing Power of Boomer Women
Women: Education & Careers
Women have made substantial strides in recent decades and
now surpass men in both college enrollment and completion. 44% of women ages 18
to 24 were enrolled in college or graduate programs as of October 2010,
compared with just 38% of men in the same age group. In addition, 36% of women
ages 25 to 29 had a bachelor’s degree, compared with only 28% of men in the
same age group—a record-high divergence. (Source: Pew Research Center)
Women account for approximately 58% of students in two-and-
four-year colleges in the US. (Source: Silverstein and Sayre, 2009)
Overall, 140 women graduated in 2013 with a college degree
at some level for every 100 men, (Source: American Enterprises Institute, Carpe
Diem, Mark J. Perry, 2013)
Women earned 61.6% of all associate’s degrees, 56.7% of all
bachelor’s degrees, 59.9% of all master’s degrees, and 51.6% of all doctor’s
degrees in 2013. (Source: m2w.biz)
Since 1982, women have earned 4.35 million more bachelor’s
degrees than men (22.43 million for women vs. 18.08 million for men). (Source:
m2w.biz)
Women & Sports
Women Make Up:
> 47.2% of major league soccer fans
> 46.5% of MLB fans
> 43.2% NFL fans
> 40.8% of NHL fans
> 37% of NBA fans
> Women make 46% of official NFL merchandise purchases
(Source: Compiled by Marketing to Women Conference
(Including Yankelovich Monitor & Greenfield Online for Arnold’s Women’s
Insight Team)
More women (50.4 million) tuned into the Super Bowl than
watched the Oscars (24.5 million), Grammys (23.8 million), and Emmys (8
million). (Source: Nielsen, 2012)
44% of women say they prefer ads during the Super Bowl to
any other aspect of the game. (Source: Lab42 Research Study, 2013)
Of the NFL’s 185 million fans, 45% are women. (Source:
Business Week, 2013)
Sales of women’s NFL apparel have tripled in the last four
years. (Source: Business Week, 2013)
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