Females are the most influential member of the household. They’re the primary caregivers to children and the elderly, casting a huge net of influence over consumption spend. They are the primary buyers for big ticket items such as automobiles, vacations, consumer electronics, and financial products. Winning over their respect can be difficult, but once won, they are more likely to tell their friends.
Women account for 85% of all consumer purchases including everything from autos to health care.
Moms mention brands an average of 73 times per week compared with just 57 times per week among males.
Responsible for over 80% of household purchases and are the primary shopper in the household.