While digging through some white papers, I came across a great one from AdAge that gives us some insight into the new female consumer aka “The Real Mom”. There are plenty of reports on there on moms as consumers (ex: here and here), but the AdAge paper goes beyond just moms and breaks down what drives purchasing decisions in the family and priorities for men and women by age. Some key findings from the report:
- Women aged 18 – 29 have a slightly higher desire for financial independence than men of the same age group
- Men and women aged 30+ both felt their spouse/partner had more influence on travel purchase decisions
- Women managing the household budget are making purchases based on value above all else
- Between 1990 and 2006, women’s median income grew 32.9% while men’s grew only 6.3%
Marketing to women and moms has changed quite a bit over the last decade. With the explosion of mom blogs and women becoming more savvy to marketing, transparency is becoming key. If your business markets to moms and women, you should definitely take a nice long look at this report to better understand your consumer.
If you want to know how moms and women are talking about your brand, check out ListenLogic’s social market research solutions.
