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WHY
DOES IT WORK TO TARGET WOMEN?
FUN
FACTS ABOUT AMERICAN WOMEN:
CONSUMERS:
Earth’s
largest economy: American Women (Tom Peters)
EDUCATION:
57%
of the nations' undergraduates are women.
58% of master's degrees are being awarded to women.
(Washingtonian, 2002)
INCOME:
The
median income of men in 2005 was 2% higher than in 1973
compared to a 74.6% increase for female earners (U.S.
Census Bureau)
WOMEN
AND INDUSTRY
HOUSING:
Women
Directly purchase or have a controlling influence in
the purchase of 91% of all new home. (Smith-Dahmer
Associates, NAHB IBS)
92% of women use the internet to shop for homes, making
them the most powerful online audience of home buyers.
("Multi-tasking Women," Building Women, Summer
2005)
INVESTING
Women
represent nearly half of all investors with $100,000
or more in investable assets. (Women's Financial
Network, 2002)
Women investors realize better gains on average than
male investors due to their longer term outlook and
more balanced portfolios. (Digital Look and Dalbar
studies)
Financial
services companies have historically woefully underperformed
in reaching out to women. (Lynn Ford, Sr. V.P. Retail
Retirement Group, Wachovia)
Women
pay 70% of all household bills” (NetSmart
America)
Women are directing the financial stability and security
of almost 70% of all U.S. households. (SRI Consulting
Business Intelligence)
AUTO
Females
influence 80% of ALL purchases and have 95% veto power
regarding automotive purchases. (Ford Motor Company)
"GM wants
more women as customers and frankly, in today's environment,
any company that doesn't strive to meet the needs of
women is crazy!" (Cynthia Price, GM Center
of Expertise, Women's Market Initiative, GM Fastlane
blog.)
INSURANCE
Studies
show as much as 64% of American women carry no life
insurance. (InsWeb)
Because our mates usually die before us, we have to
plan for our own needs in the future. (Betty Soldz,
Senior Women Web)
Nearly 50% of women surveyed ranked the protection of
their family and property as their #1 financial goal.
(Independent Insurance Agents of America)
76% of women wish they had learned more about investing
while growing up.” (Oppenheimer Funds)
Women make over 80% of healthcare decisions… and
are knowledgeable “go-to’s” about
the care and products consumed by their aging parents. (Kelly
Connors, President, KC Healthcare Communications)
RETAIL
Women
make 83% of all consumer purchases. (Business Week) |
