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Women – Do You Understand Them?

Posted on: April 12th, 2012 - No Comments

Women are complex, taking time and effort to understand. Despite their lucrative spending power and increased influence in buying decisions, women consistently feel misunderstood by marketers. In fact, 91% of women feel advertisers do not understand them. As a health and wellness marketer, you should pay attention to, and take the initiative and effort to better understand women and how to market to them. Here are 4 reasons why:

1. Women are on the Web and They’re Looking for Health Information.

  • 9 out of 10 women seek health information on the web.
  • 64% of women online research information regarding prescription drugs.
  • 72% of women use the Internet for gathering health information.

2. Ladies Love to Share.

  • 33% of women with a health condition go online to find other women like them for advice.
  • 64% of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions.
  • 92% of women pass along information about deals or finds to others.

3. Women Take Action.

  • Women are responsible for 90% of health care decisions.
  • 75% of women identified themselves as the primary shoppers for their households.
  • Women control 85% of all purchasing decisions, and purchase over 50% of traditional male products, including cars, home improvement products and electronics.

4. Now Let’s Talk Money – Women are the Buyers in Today’s Market.

  • Women control $7 trillion in consumer and business spending in the United States.
  • 51% of U.S. private wealth is controlled by women.
  • Women account for 58% of all total online spending.
  • Over the next decade women will control two-thirds of consumer wealth.
  • Women account for over 50% of all stock ownership in the United States.
  • 22% of women shop online at least once a day.

Learn more ways to reach HER.

Shana O’Connor
Marketing Manager
EmpowHER
@shanaoconnor

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