Each quarter iReach run our SheCommerce Tracker which is a survey of over 1,000 females in
Female Purchasing Power Survey Headlines:
·
Females now account for 58% of all purchase
decisions in · 41% of females feel that advertisers don’t understand them with a high of 54% saying that Financial Services advertising is not targeted at them
· Social Media has directly impacted on purchase decisions of 77% of females in
Even with such purchasing power, many females feel a disconnect with Advertising in
Ireland, which is seen as targeting older ‘stereotypical norms’ of females as
just the ‘main grocery shopper’. Filling this void or disconnect is Social Media,
with 77% of adult Females in Ireland saying that Social Media commentary has
directly impacted on a purchase decision.
Females now directly influence 58% of all purchase decisions including key financial decisions such as savings, pensions and investments. More Females are also directly influencing technology decisions such as PCs, Smart Devices, Broadband and Digital TV. Other male dominated purchase decisions such as cars are now more influenced by females than ever before.
Females in
· 72% of females say that negative comments or commentary online has made them change their minds on purchase decisions
· 83% of females say they are more likely to purchase a product or service if they can find additional recommendations about them online
· 86% of Females go online to do additional research after getting a word of mouth recommendation about a product or service (they may want to purchase), before they decide to purchase it
· 48% of females are now using their Smart Phones while out shopping. Activities include price checking, looking for promotional coupons and product review sites. Only 6% of females in
This research from iReach highlights that Brand owners and advertisers need to re-consider their target audience and reflect on the changing role of females today and their influence on the majority of purchase decisions across financial services, technology, car as well as FMCG.
