Understanding the new Female Consumer

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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.

-80.4 million strong

-Largest generation ever

-Increase spending to $2.5 Trillion

-Will represent majority of the work force

-Account for 2/3 of all first-time home buyers

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> She loves ALL media…and each has its role in satisfying her needs

> She’s wired to be wireless and maintaining her mobility is a priority

> Social media is a mainstay with this generation

>Trailing Millennials are always finding the next, new thing — She shares her “true self” through photos and videos, but doesn’t trust others are being as authentic/real as she is

INSIGHT:

1ne: Note the heavy use of desktop and laptop PC’s. The key question is “are they accessing these sites while at work?”

2wo: They are communicating in new ways and are smart enough to know when brands are conning them. They don’t like BOTS and want to be acknowledged as a valuable customer.

3hree: Women make over 80% of brand decisions and are key to your brand success. Millennial women want to communicate on “their terms”.

Written by

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.

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