Women have always been the dominant decision makers for consumer products in the household. More than half of the U.S. population is female, and women purchase or influence the purchase of more than 80% of all products and services.

Woman Consumer in the workplaceNot only does this statistic include traditional purchases in fashion, beauty and food products, but now women are increasingly becoming the majority decision makers when it comes to computer electronics, automobiles, financial services and travel.

According to She-conomy, a guy’s guide to marketing toward women, women also represent the majority of the online market.

  • 22% shop online at least once a day
  • 92% pass along information about deals or finds to others
  • 76% want to be part of a special or select panel
  • 58% would toss their TV if they had to get rid of one digital device (only 11% would toss their laptops)

The products and services women are now buying must be reflected and understood in the way companies design, position, and sell their products.  Companies must pay closer attention to female consumers in order to better understand their needs and frustrations.

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