Women are not an isolated demographic worth targeting in specific marketing campaigns; far from it. They are increasingly becoming the primary breadwinners in families and for themselves, decision-makers whose tastes & opinions need to be accounted for by businesses on a regular basis.
Recent studies indicate that women influence 73% of consumer spending in the United States, and single women account for ¼ of all U.S. households. The Pew Research Center revealed earlier this year that women now surpass men in the importance they place on having a high-paying career or profession by 7%.
This doesn’t mean family values have been forgotten however. For both men & women, good parenting and a strong marriage still rank as the highest priorities in life. What is becoming more evident in 2012 is the stronger emphasis on balancing that with a good career, for both genders. More women have been enrolling in college, holding bachelor degrees and entering the workforce than men since the 1990s, and the gap has been growing ever since
Women are also a strong reason why social media has taken off the last several years. 73% of U.S. female internet users use Facebook, and are 12% more engaged with brands via social media than just two years ago. They are:
- 46% more likely to read reviews about a product on line
- 33% more likely to recommend a specific product or service
- 30% more likely to write a review of a product or service
The influencing power of women can be summed up even further by one stat: more than half of U.S. female internet users directly feel a responsibility to help friends and family make strong purchasing decision, and 50% have done so in the past.
Contact your BSMG sales representative or call 410-332-6300 to learn more about specific ways to attract women with your advertising.