via MEGO: My Eyes Glaze Over by Michelle on 10/23/08

Have you heard this before?

Women are the key influencers. They influence the purchase decisions and consumption behaviour of their families and work places..

Women control 80% of consumer spending

72% of married women who work full time are still the primary shoppers

More than half the women in relationships have sole responsibility for the saving decisions of the household

Women are the fastest growing segment of internet users

72% of women go online – their numbers have now surpassed men in North America and it’s considered their third favourite leisure activity after sleep and family (Comscore)

76% of moms spend more than 1 hour a day on the Internet. 36% spend more than 3 hours a day!(Microsoft)

Women have stronger, deeper, social networks and they aren’t afraid to use them!

63% of Facebook and MySpace users are women (Comscore) and they have a higher average number of friends than men on these networks.

Women pass an average on 83 word of mouth conversations about brands/products each week and are more likely to spurred to purchase products due to these conversations - 55% vs 47% (Keller Fay)

If you work in marketing, you likely have. I used these, and other amazing facts to push through some of our recent marketing plans (as though a small appliance company needs more reason to target women!) And, they were again brought up in a recent conversation. I was struck how true they are in my life. And, in the lives of many of the women I know.

In my home I am the primary shopper for products for the kids, for groceries and everyday items. While we tend to make joint decisions on larger items cars, home decor, electronics, and vacations I tend to do the research and make the initial suggestions while he helps make a final purchase. I take a back seat when it comes to computer parts and home repair and maintenance.

My husband lets me take care of our finances. I track our spending, our savings, create the budgets and chat with our financial advisor. While I take care our financials - my husband always knows what is going on, and takes part in discussions on mortgages and retirement.

Obviously I spend a lot of time online. My husband prefers the television and has yet to set up a Facebook profile (gasp!)

Word of mouth…well I would definitely say I share my opinion - a lot!

Questions:

Why is this? What is it about women that makes us want to be in charge of so much? Or is it done out of necessity? Why do we share more than men?

Does your household follow these trends? Who makes the purchase decisions in your home? Was it a conscious decision or did it just happen that way?