KEY TAKEAWAY: 61% of women felt the way women are portrayed in advertising is completely out of touch with who they really are today, while 78% wished that more companies and brands would stand up for women. American women are more comfortable with traditionally masculine characteristics than they used to be, according to the research. Sixty-seven percent of American women ages 16 and older say they are in touch with their masculine side, up from 55% in 2014. (Source: Kantar)
- Forbes has called women over 50 “super consumers …they are the healthiest, wealthiest and most active generation in history.”
- Women over 50 are the single largest demographic group with incomes over $100,000.
- If Americans over 50 were their own country, they’d be the third largest economy in the world.
- According to a 2016 report by Nielsen only 5% of marketing is aimed at women over 50.
- If there is one thing you need to know about marketers today it is this — we are totally obsessed with collecting data, and totally incompetent at understanding it.
- Women control over $20 Trillion in world-wide spending.
- Women control $7 Trillion in U.S. spending.
- Women Account for 85% of overall consumer spending, including everything from autos to health care.
- Plenty of brands actively target millennials and senior citizens, but one age group seems to be nearly invisible when it comes advertising: women over 40.
- A survey more than 500 women over the age of 40 across a variety of U.S.revealed that 64 percent of women feel brands systematically underestimate her spending power; 80 percent feel brands systematically underestimate her intelligence; and 84 percent feel brands systematically overestimate her preoccupation with her physical appearance.
- Women in their 40s felt sexier, stronger and more powerful than ever before and they don’t want to be 25 again.
- 76 percent feel brands play a negative role in the perception of women over 40 and 80 percent feel brands perpetuate negative gender stereotypes.
Meredith’s new proprietary study designed to help marketers understand the buying behavior and decision-making processes of women by category (beauty, food, home) through the lens of life stages and the use of technology.
The results of the What Women Want: 2016 survey, demonstrate that women are focused squarely – and equally – on improving both personal and financial health in 2016. In fact, nearly two-thirds of respondents (63%) said they anticipate increasing their focus on personal financial management in 2016, and more than half (51%) declared they would rather hire a fitness trainer or nutritionist than a financial advisor, interior decorator or personal shopper in the year ahead.
“Digital consumption, especially of visual content, is happening at such a rapid pace on handheld devices marketers should push mobile optimization to the top of their checklists and not allow it to come as an afterthought,” said Influenster president and co-founder Elizabeth Scherle. Is this really true? Yes and no.
The Internet has become a 24-7 activity. More than half of survey respondents say they are connected nearly every waking hour. Is it to kill time endlessly surfing the Web? Hardly. [inlinetweet prefix=”” tweeter=”” suffix=”null”]Women are CEO’s of their family and use smartphones and the Internet to help them manage their families.[/inlinetweet]