The World's Largest Market and Marketing Opportunity

“ The consumer is not a moron,
she’s your wife. ” – David Ogilvy

Women:

• Control more than 75% of discretionary income
• Over 40% of households with at least $600,000 in assets are headed by women
• Married women’s earnings are growing faster than their spouses
• 25% of working married women make more money than their spouses
• 85% identify themselves as the principle household shopper
• 90% of married women identify themselves as the principle shopper
• 80% of consumer goods purchased are made or influenced by women
• Women buy 50% of all cars and influence 80% of car purchases
• 51% of consumer electronics are purchased by women (70% of new digital cameras are bought by women)

• Women are more likely to use people as a resource in their CE research
• 56% of women turn to their friends and family versus 43% of men
• 46% of women rely more on in-store sales people versus 39% of men
• Women tend to get most of their product information from the product packaging, whereas men utilize various websites
• Women tend to ignore ads driven by features, but rather relate to brands that demonstrate purpose
• 1 in 4 women purchase consumer electronics from a mass merchant as opposed to an electronics retailer
• 6 in 10 women find consumer electronic stores cold and unemotional
• 5 in 10 women indicated they are likely to make their next purchase at a mass merchant
• Overall, women are less emotionally attached to CE than men. Their purchase behavior is more deliberate and considered than men – who tend to purchase the latest, feature-rich products