Just the Facts

WOMEN AT HOME WORK     August 3, 2009 - Global Survey by BCG                                          

• 88% say they have responsibility for grocery shopping.
• 85% have responsibility for meal preparation.
• 84% percent have responsibility for laundry.
• 84% have responsibility for cleaning.
• 77% have responsibility for household administration.

WOMEN AS THE WORLD’S PRIMARY BUYERS/INFLUENCERS    

November 15, 2011 JSHA

Boomer women control 80% of a $2.1 trillion shopping budget – more than any other segment of the population.

August 3, 2009 - Global Survey by BCG 

• Women spend over 70% of consumer dollars worldwide, increasingly define the entrepreneurial economy and will create 70% of the global growth in income at the household level over the next five years.
• By 2014, women’s income will jump by $5 trillion to $15.6 trillion.
• Globally, women control nearly $12 trillion of the overall $18.4 trillion in consumer spending. By 2014, women will control $15 trillion.
• In the top 20 markets, women control $10 trillion of $15.3 trillion in consumer spending.
• By 2028, women will control nearly three-quarters (72%) of consumer spending worldwide.

From DigitalBuzzBlog

• 90% of purchases are subject to social influences.
• 90% of consumers trust recommendations from people they know.
• 67% spend more online after recommendations.
• 50% of online sales come from Facebook
• Pampers sold 1,000 diapers in 1 hour on its Facebook store
• Groupon sold $11 million in one-day sales for GAP.

September 28, 2011 from Engage: Moms

• Moms tweet a lot. The highest percentage — 36.3% of moms — report tweeting 10-20 times a day.
• Midday means more conversation. Most moms indicate that the hours from noon to 3 p.m. are the most popular for both tweeting (30.5%) and reading others’ tweets (24.8%).
• Information is queen. The No. 1 reason most moms tweet (43.2%) is to share information about products for kids and other moms.
• Moms want to see you tweeting. 78.2% — said they follow companies that interest them…  95.7% of moms who follow those companies do so to find out about new products, discounts and coupons.
• Tweets drive sales. The best news for those marketing to moms is that 73.1% of moms indicate that they actually purchased a product as a result of another mom’s Twitter recommendation.

September 22, 2011 From Harris Interactive

Among online adults, 68% of women now communicate via social media, compared to 54% of men in the United States. By Harris Interactive’s estimation, that translates to approximately 75 million women who communicate with friends using social networks versus 57 million men.

September 14, 2011 AdWeek

Independent Fashion Bloggers, an online community, has more than 30,000 members; Technorati lists 8,117 fashion  blogs in its directory.

Apparel and accessories was the second-largest category for e-commerce spending in 2010, beating out even consumer  electronics with $20.5 billion in sales, according to comScore.

April 2011 Bloomberg

• Nielsen, based in New York, also found that about 2/3 rds of LivingSocial and Groupon users are women.

CULTURE CAN BE TAUGHT August 16, 2011 Scarborough Research

• The Northwest portion of the U.S. is most likely to be home to the Super Green population, according to the study. San Francisco is the top city for Super Greenies. 17% of San Francisco adults engage in 10 or more eco-friendly activities on a regular basis. Seattle (13%) and Portland, OR and San Diego (11%) round out the top markets for Super Greenies [In other words, going green is cultural, change the city, you'll change the people.]

WHAT WOMEN WANT (besides world peace and a nap)  August 3, 2009 – Global Survey by BCG  

Companies are failing to meet the needs of women in five key ways:

1. Poor product design and customization for women;
2. Clumsy sales and marketing;
3. Inability to address the need for time-saving solutions;
4. Inability to provide a meaningful hook and differentiation.
5. Failure to develop community.

• Women place a premium on life values and have lofty goals.
• The values most important to women are: love (77%); health (58%); honesty (51%) and emotional well-being (48%).
• The things that make women extremely happy are: pets (42%); sex (27%) and food (19%). Only 5% cited shopping, and only 2% cited the economy. [MH and yet, wehold the power position...]
• Love and connection – lasting, romantic relationships; happy, healthy families; connections with friends, colleagues and neighbors.
• Time and work-life balance – the ability to “make it all happen” and make the right trade-offs and tough decisions.
• Money as a marker, not for its own sake, but for better control of inflow and outflow, and guidance on spending and saving wisely.
• Women are especially disappointed in the investment industry: 49% of women said investment companies need to do a much better job of understanding and meeting their needs.
• 48% of women are disappointed with the auto industry and cars.
• 47% are disappointed with banks; 45% with life insurance; 42% with physicians and 39% with car insurance.
• Sweden stands out as ideal – with access to education, quality of healthcare, availability of daycare and paid parental leave as major contributors.