There are a few key targets marketers and advertisers have always aimed for, knowing that they influence key purchase decisions. You've read about the 'pester power' of kids and how women are the 'household CEOs'.
Fleishman-Hillard International and Hearst Magazines proves this later point with a new study, finding that "54% of American women believe it’s their responsibility to help their friends and family make smart purchase decisions, and a similar number said they regularly influence friends and family to buy or not buy a product or service. When the first study was conducted in 2008, only 31% felt they regularly influenced those decisions."
That's some big percentages and big potential spending. As a lady, what's cool to see is women helping each other out; "According to the survey, a third of women (33%) have recommended a product or service in the past six months. Only 19% said they recommended someone not buy specific product or service."
For those digitally involved, it won't surprise you that social media is really driving connectivity and decision making. "In the past year, the number of brands a woman follows on Facebook has increased 12%. (And 65% of women are a friend or fan of a company, compared with 52% of men.) At the same time, 73% of women use Facebook, compared with 65% in 2010."
Ladies, can you relate?
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