YOUNGER WOMEN ARE MORE LIKELY TO ENGAGE WITH BRANDS THROUGH DIRECT DIGITAL CHANNELS
Research shows that women account for 85% of overall consumer spending to the tune of $7 trillion*, in the United States. With a figure that large (and growing), it’s becoming increasingly important to understand some of the nuances in digital marketing to women.
Women of all ages are about equally likely to check online customer reviews and browse products online before making purchases, but younger women, aged 18-29, are more likely to engage with brands on social media, and to opt-in to receive direct digital communications (e.g., email marketing and SMS mobile notifications).
A study by Fluent, a market research company, published these findings:
- Digital marketing channels are more likely to drive purchases among women who engage with them: 72% of women who sign up for mobile notifications, 71% of those who follow brands on social media, and 53% of those who have signed up for email marketing newsletters say that these marketing channels have made them “more likely to make a purchase.”
- More than half of women say they sometimes download mobile shopping apps for the stores they regularly visit: 55% say they sometimes download mobile shopping apps for the stores they regularly visit, but 76% say they primarily use these apps just to browse merchandise.
- Facebook dominates for following brands: 77% of women said that Facebook is their preferred social media network for following brands.
- Women overwhelmingly prefer gender-neutral ads: 73% of women say they sometimes receive marketing messages directed specifically to women, however 74% say they prefer marketing messages to be gender-neutral.