SheSpeaks Identifies Female Breadwinners as Key Audience for Marketers in Tough Economy

SheSpeaks Identifies Female Breadwinners as Key Audience for Marketers in
Tough Economy

Women's Network Uncovers Fundamental Differences in How Key Female Consumer
Segment Makes Purchase Decisions

NEW YORK, May 19 /PRNewswire/ -- Findings from a new SheSpeaks study revealed
that female "breadwinners," or women whose income exceeds that of their
husbands, represent an emerging consumer segment with significantly different
shopping and purchase habits from other married women, according to the
company. The new survey of more than 1,200 SheSpeaks members uncovers
compelling consumer insights about female breadwinners and suggests there is a
timely opportunity for marketers to engage this influential target audience.

"Traditionally, large ticket items -- like cars and electronics -- have been
marketed to male consumers, but now more women breadwinners are financing
large purchases for their families, and these women are less likely to seek
their spouses' recommendations," said Aliza Freud, Founder and CEO of
SheSpeaks. "The purchase motivations of female breadwinners have enormous
strategic implications for marketers. Brands should be taking a closer look
at the differences between breadwinners and other married women to ensure
their limited marketing dollars are effectively reaching women that are
spending."

While breadwinners are more stressed about the economy than non-working
married women (47% vs. 34%), they are also more willing to spend discretionary
income and less likely to delay the purchase of big-ticket items. Even given
the economic downturn, 47% of breadwinners are still planning to buy a home,
43% will purchase personal electronics, and 36% will purchase a car or home
entertainment. Breadwinners are also more likely to continue spending more on
little luxuries, with 61% reporting they will spend the same or more on
makeup/beauty (compared with only 48% of non-working married women), movies
(46% vs. 31%), dining out (42% vs. 31%) and jewelry (31% vs. 15).

The study revealed that spouse recommendation plays less of a role in
breadwinners' purchase decisions than in other married women's purchase
decisions for every product category. In fact, when purchasing personal
electronics, more breadwinners considered friend recommendations (18%) to be
the top driver of their purchase decisions over spouse recommendations (13%).
In comparison, other married women were far more likely to base purchases on
spouse recommendations (30%) than on friend recommendations (11%).

The survey also found other purchase drivers not to be the same among all
married women. Breadwinners are more likely to consider price than brand,
while non-breadwinners base purchases on brand more often. In addition, the
study found that breadwinners' top sources of information about new products
are friends & family (72%), magazine articles (55%) and ads/coupons in the
mail (54%).

"We found that breadwinners are heavy coupon users, both online and offline,"
said Freud. "Coupled with the fact that these women are increasingly looking
to friends and family as resources for their shopping decisions, it's evident
that brands that put resources behind couponing and word-of-mouth marketing
will better engage with this segment of female consumers."

For additional information or to view the full study, visit:
http://www.shespeaks.com/recessionshopping

About SheSpeaks
SheSpeaks is the leading women's insights and word-of-mouth marketing network.
The company gives clients like Philips, Heinz, Oxygen, and others in the
beauty, packaged goods and media sectors the opportunity to tap an engaged
female community for consumer insights, product trial and measurable
word-of-mouth outreach. SheSpeaks facilitates direct brand-consumer exchanges
online and offline to foster relationships, cultivate knowledgeable brand
ambassadors, and build goodwill for companies that have a real desire to
understand women. SheSpeaks programs yield powerful, measurable results. For
more information, visit www.shespeaks.com.

SOURCE SheSpeaks

Ashley Stewart, +1-212-966-6586, astewart@powellny.com, for SheSpeaks