(PRWEB) August 10, 2011
Female employment continues to rise and wages for women are higher than ever, creating a significant impact on purchasing behavior and female spending. In its latest strategy briefing: Female Breadwinners – How the Rise in Working Women is Influencing Spending Patterns, Euromonitor International looks at demographic segmentation, the growing buying power of the female worker and opportunities in marketing to women.
Women are earning more than ever before, and in some cases are becoming the sole or principle earner in the family. According to the report, women currently represent 40% of the global economically active population, reaching 1.25 billion in 2010. Euromonitor?s analysis suggests that with more female money makers, marketers need to consider new ways to target this consumer group. ?Women are more easily reached via viral campaigns, and are more interested than men in causal marketing and fair trade issues,? says Gina Westbrook, Euromonitor International?s editorial director. ?Their natural desire for interaction and propensity to ?spread the word?, along with the advent of web- and GPS-enabled phones, will make viral marketing and fun mobile phone apps more effective ways to reach female consumers in the future,? adds Westbrook.
The higher number of women in employment increases demand for clothing, cosmetics and fragrances, accessories and other products that women generally desire. Additionally, more working women are living alone, and are becoming increasingly dominant in categories not historically marketed to them, including cars, technology, financial services and home improvement. ?Loyalty schemes, vouchers and rewards are also effective ways to reach women, and can be made compatible with social media sites, while the 2-D barcode (QR code), already common in Japan, will come into more widespread use in Europe and North America,? says Westbrook.
A full description and table of contents for the briefing can be found on Euromonitor International?s website, http://www.euromonitor.com/ at http://www.euromonitor.com/female-breadwinners-how-the-rise-in-working-women-is-influencing-spending-patterns/report.
For further information, please contact:
Melanie Perez, Senior Communications Executive, Euromonitor International
Tel: +312-922-1115 Ex.8332 melanie(dot)perez(at)euromonitorintl(dot)com
About Euromonitor International
Euromonitor International is the world?s leading provider for global business intelligence and strategic market analysis. We have more than 39 years of experience publishing international market reports, business reference books and online databases on consumer markets.
We deliver market research solutions to support strategic planning for today?s increasingly international business environment. Our research offers in-depth market analysis on consumer goods and services industries worldwide, as well as economic, demographic and socio-economic data and insight on countries and consumers.
Euromonitor International is headquartered in London, with regional offices in Chicago, Singapore, Shanghai, Vilnius, Santiago, Dubai, Cape Town, Tokyo, Sydney and Bangalore, and has a network of over 800 analysts worldwide.
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