Targeting the Female Consumer

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This year’s Superbowl ad “Throw Like a Girl” generated a lot of buzz for Always, a brand whose consumers are, well, predictably female.  Other brands, though, seem to be following suit.

Take car rental company Enterprise, for example. Their recent commercial highlights the advantages of the company’s impressive customer service through the lens of a young, single woman.

According to Adweek, Merrill Lynch estimated the spending power of the female demographic in the U.S. to be $5 trillion. With all that spending power, this female demographic is largely one to watch. Now we see why brands seem to be focusing their efforts here!

Influential media conglomerate The Meredith Corporation commissioned a study of over 2,500 women of all ages to find out more about their preferred outlets, what their digital media consumption habits are, and what sorts of things they’re most likely to share. Not surprisingly, they found:

  • 74% of female participants consume media on their laptops
  • 67% percent consume media on their smartphones

But what, exactly, are these women sharing? To what outlet do women go first when the news breaks? Check out Meredith’s comprehensive infographic below for the answers.

women-media-01-2015(2)Source: Adweek