“She’s married, well-educated, trendy and environmentally conscientious. She works full time, is likely sleep deprived and feels that time is her most precious commodity. Meet today’s 30-something woman.” - Advertising Age. The article goes on to say that women in their 30s don’t fit as easily into marketing buckets a baby boomers or male 18-35:
“Sure, they get profiled as mothers or career women, as health statistics or dating singles, but not often just as women of a 30ish age.”
Key findings from a Marie Claire survey reported in the article:
- More than half named environmental issues such as global warming and pollution as concerns.
- The relative youth of the 30-something woman allows her to be more casual about health issues, but that doesn’t mean they’re not on her mind. Balance the health push with the realistic acknowledgment of everyday life and slip-ups for a more empathetic brand image.
- Today’s career woman doesn’t leave her business acumen at her desk. She researches and shops products before spending any money.
- They are most concerned with their family and their own emotional health–in that order.
“They shop for casual clothing more than ever before, tend to buy many of the household grocery items and gladly will pick up at least shower gel and cologne grooming products for themselves.” — reported in Ad Age. Some interesting facts:
- 62% purchase clothes only to replace those that have worn out. Only 17% follow fashion trends in style, colors or brands.
- 65% do at least half the household food shopping. (My guess is that they are purchasing from a list created by a female in their lives!)
- 64% think shower gel is an acceptable grooming product, but other than that the majority did not recognize grooming products as having formulations especially for them.
Courtesy of Advertising Age this week, we learn that 2007 was the year that women tipped the scale to compose more than 50% of online users. What are they doing online?
- Shopping: travel, clothing, health & beauty products, financial products, and food. Women 45 to 54 were much more likely than men to make impulse purchases online when given limited-time offers or extra free items.
- Gaming: women are more likely to pay for play.
- Viewing video: news, movies previews, and music videos.
- Parenting: more than 43 million moms go online daily and spend an average of 85 minutes there.
- Socializing: women 25-34, with a college degree are more often to search for local dining and entertainment information, use instant messaging, visit social-networking sites, read blogs, and download music.
- Dating: when dating online, they lie about weight more often than any other attribute.
- Staying healthy: almost 84% of all women sought healthcare information online.
