I am woman and if you hear me roar, it’s probably because I’m at the overload point and there’s still grocery shopping to be done, dinner to be made and bills to be paid. Grrr.
In this, I am not alone. Look at this chart from a new survey by Hearst Magazines and Fleishman-Hillard International Communications.
The women surveyed. . .
What they found overall is that women feel responsible for the well-being of their families. That need to help often extends out to their co-workers and friends of both the physical and virtual kind.
In 2011, more than 50% of the women said they regularly influence purchasing decisions of friends and family. This is up from 31% in 2008.
33 percent had recommended a product or service in the past six months; while 19 percent recommended that someone not buy a specific product or service.
That last part really hurts.
The study shows that women are even more careful about how and where they spend their money. Much of this is due to economic stress. A full 75% of women said they shop differently than they did before the recession. 71% agreed that life is now more complex.
Choosey Moms Choose. . .
Being an informed shopper was important to most of the women in the study. They used the internet to research purchases and they also relied heavily on recommendations from others. 84% of millennials said they have or haven’t purchased an item based on a recommendation from a friend or family member.
51% said using social media to talk about what they’ve purchased makes them fell empowered. 66% said shopping was more of a game than a chore.
When it comes to choosing a product, quality and price were the biggest factors. They also want companies to provide details about the materials used in the product, reviews from users, craftsmanship notes, and elements of design and style.
The study notes that only 6% of women were interested in a company’s environmental or community impact. Guess those days are over.
Now check this out:
Price and quality, once again, top the list. What didn’t make the top 10? Celebrity endorsements, “tugging at the heartstrings” and a catchy jingle. See that Hallmark, we will no longer be easily led by your tissue-invoking ads, so just stop!
The study, which you can view for free, covers even more ground than I’ve mentioned here. If you market specifically to women, I’d recommend you give it at least a skim.
The bottom line is that women are taking charge of their spending and they won’t be swayed by flash and glitter. They want a good product at a good price and if you provide that, they’ll reward you with good word of mouth. Sounds like a win-win for everyone.