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SHEconomy Fast Facts

76439_170072273012844_4937785_nPicture: Aller, Denmarks Primetime women conference, together with Marti Barletta, Primetime Women.

– Kvinner står bak 74 % av kjøpsbeslutningene i danske hjem. 
Kilde: Lowefriends undersøgelse, 2012 & website juni 2015.
2. undersøgelse (2014): 70% af alle købsbeslutninger tages af kvinder. Kilde: Lowefriends, juni 2015. (Opdaterede d. 11 juni 2015 på deres hjemmeside).

– Bag enhver indkøbsvogn findes en kvinde
“…Undersøgelsen viser, at kvinder sætter deres fingeraftryk på i hvert fald 75 – 80 % af alle hustandens køb“, Maria Damm Jensen, CEO, Lowefriends, 19. maj 2015

– Det er penge ud af vinduet, hvis du ikke forstår kvinder
“…Kvinderne er i fremmarch. Det gælder ikke bare her i Skandinavien, men i hele verden hvor kvinderne udgør et større vækstpotentiale end BRIC-landene tilsammen, hvor de influerer 75%-85% af alle købsbeslutninger, hvor de mange steder er i overtal på de videregående uddannelser, og hvor deres andel af de samlede indtægter hele tiden stiger. Derfor gør annoncørerne klogt i at gøre et alvorligt forsøg på at forstå deres absolut største vækstpotentiale – kvinderne.” 5. maj 2015, LoweFriends.

– Globally, they control about $20 trillion in annual consumer spending, and that figure could climb as high as $28 trillion in the next five years. Their $13 trillion in total yearly earnings could reach $18 trillion in the same period. In aggregate, women represent a growth market bigger than China and India combined—more than twice as big, in fact. Given those numbers, it would be foolish to ignore or underestimate the female consumer. And yet many companies do just that, even ones that are confident they have a winning strategy when it comes to womenRead more…
Source HBR

– How women are using their rapidly increasing spending power to impel changes in the way companies operate. Time Magazine. (See an infographic of the growing buying power of women).
Source Time Magazine

Women and Global Spending
Women control over $20 Trillion in world-wide spending.
Source: Muhtar Kent, Chairman of the Board and Chief Executive Officer, The Coca-Cola Company, October 2010

Purchasing Power of Women

  • 60% of apparel, (“In Celebration of Shopping,” Cotton Incorporated Lifestyle Monitor, 2012)
  • 52% of all new vehicle purchases, including trucks, 80% influenced, (Road and Travel, 2009)
  • 45% of consumer electronic purchases, 61% influenced, (Consumer Electronics Association, 2008)
  • 80% of family healthcare decisions, (US Dept. of Labor, General Facts on Women and Job-Based Health, 2008)
  • 70% of travel decisions, (Forbes Life Executive Woman)
  • 58% of e-commerce dollars, (“Women on the Web: How Women Are Shaping the Internet,” Comscore, 2010)
  • 90% participate in decisions of insurance, investment, retirement, (Prudential Financial “Study on Financial Experience and Behaviors Among Women”, 2009)
  • 91% influence home purchase, 20% home purchases are single women, (National Association of Realtors and NAHB)
  • 75% identify themselves as the primary shoppers for their households, (“Buying Power,” Catalyst, 2013)
  • $20 trillion in U.S. spending, (The Coca-Cola Company, Muhtar Kent, 2010)

Women account for 85% of all consumer purchases, including everything from autos to health care:

  • 91% of New Homes
  • 66% PCs
  • 92% Vacations
  • 80% Healthcare
  • 65% New Cars
  • 89% Bank Accounts
  • 93% Food
  • 93% OTC Pharmaceuticals

(Yankelovich Monitor)

Women and Sports

  • Super Bowl survey: 44% of women say they prefer ads to any other aspect of the game.

Source: Lab42 Research study, 2013

Women and Shopping Habits

  • A majority of women, 84%, create shopping lists before they go to the store.
  • More than three in four women, or 78%, consult shopping circulars when creating their shopping lists.
  • 61% of women are more likely to include an item on the their list if they’re currently using the brand, 57% if they have a coupon, or 56% if they have seen the item in a store ad or circular.

Source: Integer Group and M/A/R/C Research, 2012

  • 10% of women will stop shopping at a particular retailer because of inconvenient locations, 6% due to lack of deals, and 5% because of unavailability of desired sizes

Source: BIGinsight, 2012

Women and Tech

  • Notably, more women (33.4%) will/did use a smartphone and/or tablet device(s) to shop for and purchase back-to-school items.
  • Overall, one-half (49.0%) of female respondents – including 3-in-5 (58.6%) moms – visit social media sites at least a few times per day.
  • 44.4% of women say social media is a good way to keep up with the latest content. Other reasons include sharing content with family and friends (40.9%), sharing personal opinions or comments (26.7%) and seeing what other fans or followers are saying about the content (25.4%).
  • Staying current with the brand’s latest offerings is a top reason to follow brands on social media cites, one-half (50.1%) of moms who follow brands cite this reason.

Source: Burstmedia, 2012

Education and Career

  • 22% of husbands have wives whose income tops theirs. (Pew Research Center)
  • Two-thirds (66%) of young women ages 18 to 34 rate career high on their list of life priorities, compared with 59% of young men. (Pew Research Center)
  • Women made up 46.7% of the labor force in 2010. (Pew Research Center)
  • Women have made substantial strides in recent decades and now surpass men in both college enrollment and completion. Some 44% of women ages 18 to 24 were enrolled in college or graduate programs as of October 2010, compared with just 38% of men in the same age group. In addition, 36% of women ages 25 to 29 had a bachelor’s degree, compared with only 28% of men in the same age group—a record-high divergence. (Pew Research Center)
  • Women account for approximately 58 percent of students in two-and four-year colleges in the US. (Silverstein and Sayre, 2009)
  • The proportion of women graduate students is six out of 10. (Council of Graduate Schools, 2010)
  • Overall, 140 women graduated in 2013 with a college degree at some level for every 100 men, (American Enterprises Institute, Carpe Diem, Mark J. Perry, 2013)

Female Business Owners

  • In 2012, Sara Blakely, the creator of the shapewear line Spanx, became the newest self-made female billionaire to make the Forbes Billionaires List. (Forbes, Clare O-Connor, 2013)
  • 10.1 million firms are owned by women (50% or more), employing more than 13 million people, and generating $1.9 trillion in sales as of 2008.
  • Three quarters of all women-owned businesses are majority owned by women (51% or more), for a total of 7.2 million firms, employing 7.3 million people, and generating $1.1 trillion in sales.
  • Women-owned firms (50% or more) account for 40% of all privately held firms.
  • One in five firms with revenue of $1 million or more is woman-owned.

(“Buying Power,” Catalyst, 2013)

  • 56% of women in the US use social networking sites: 
  • 58% of Facebook users are women
  • 64% of Twitter users are women
  •  82% of Pinterest users are women

Source: Mashable, 2012

  • Women in Western countries use the internet 17% more every month than their male counterparts.

Intel, Genevieve Bell, 2012

Gen Y Women have a different Life Plan

  • 96% list “being independent” as their single most important life goal
  • 87% define success as being able to shape their own future
  • Only 68% say becoming a mom is on their priority list
  • 50% say getting married is a priority
  • Just 43% ascribe much importance to getting rich

Source: Levi’s survey of 1,000 Millennials, 2010

Women and Spirits

  • Middle-aged women account for 62% of vodka purchases made in stores. About 60% of the growth in US spirits consumption is in the vodka category;

Source: Diageo, February 2010

In the Penn Mutual 2nd Annual Worth Survey for Women, 71% of respondents characterized themselves as Independent Women:

  • Women who characterize themselves as independent are more likely to be on track with respect to paying off debt (33% vs. 19% of non-independent women), building up their savings (26% vs. 18% respectively), and guaranteeing they will maintain or enhance their lifestyle during retirement (26% vs. 17%).

Independent women are significantly more likely than those who do not view themselves as independent to say they are on or ahead of target for being able to save for future travel (29% vs. 18%), and save for a home remodel (20% vs. 10%).

Source: Penn Mutual 2nd Annual Worth Survey for Women, 2010

Women and Auto

  • Women are more likely than men to drive less, have a lower fatality rate per distance driven, and to purchase smaller, safer, and more fuel-efficient cars.

Source: University of Michigan’s Transportation Research Institute, 2012

  • In 2011, women made up over 40% of purchasers of 14 auto brands.

Source:, 2012

  • Women buy more than half of the new cars in the U.S., AND influence up to 80% of all car purchases.
  • Women also request 65% of the service work done at dealerships.
  • Women spend over $200 billion on new cars & mechanical servicing of vehicles each year.
  • 45% of all light trucks and SUVs are purchased by women.

Source:, 2010

  • Women continue having poor experiences when trying to buy a car.
  • 3/4 of women surveyed say they feel misunderstood by car marketers.

Source: Forbes, 2010

By Forbes’ count, there are just 108 billionaire moms in the world, roughly 7.5% of the world’s richest.

  • Moms represent a $2.4 trillion market
  • Fifty-five percent of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog
  • 18.3 million Internet users who are moms read blogs at least once a month
  • In 2014, 63% (nearly 21 million) of all online moms will read blogs
  • Moms mention brands an average of 73 times per week compared with just 57 times per week among males
  • Seventy-seven percent of mom bloggers will only write about products or brands whose reputations they approve of, and another 14% will write about brands or products they boycott
  • Ninety percent of moms are online vs. just 76% of women in general
  • Sixty-four percent of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions

Source: Mediapost, April 9, 2013

Go Long on Women to Make More Money

  • Women will control two-thirds of the consumer wealth in the U.S. over the next decade and be the beneficiaries of the largest transference of wealth in our country’s history.

Source: Mediapost, April 9, 2013

  • Financial services companies admit that, historically, they haven’t done a great job of attracting women as customers, but with women rising fast on the income and managerial ranks, they’re now paying more attention. The number of women-owned firms increased by 54% between 1997 and 2012 – that’s a rate 1 1/2 times the national average.
  • In recent research by Vanguard Group’s Asset Management & Advice Services Division found that women differ substantially from men in how they relate to investing. They don’t want to hear about the growth or comparative performance of different funds; they want information about reaching their long-term goals, like putting a child through college.
  • Just 20% of female breadwinners said they were ‘very well prepared’ to make wise financial decisions, versus 45% of their male peers.

Source: New York Times, January 2013

  • In the five year period between 2006 and 2011, the number of women in the US earning a greater share of income than their husbands rose from 13% to 16%.

Source: GfK Roper Reports, 2012

  • In 2011, women’s earning power will recover from the recession far quicker than that of men.
  • Women have always made the majority of household spending decisions, but they will have even more purchasing power as they contribute more money to their households.

Source: Bank of America Merrill Lynch, December 2010

  • The average American woman is expected to surpass the average American male in earnings by 2028.

Source: Nielson, 2009

Women Spread the Word

A study of 2,000 women in Canada and the U.S. showed that traditional web sites (70%) have now surpassed traditional forms of word-of-mouth (58%) as their preferred method for getting the word out about products and services.

The study also found that only 28% of women decide what products or services to buy with out looking for some kind of help.

  • 58% of women (18+) share both good and bad experiences online
  • 36% share to help others make smart purchases
  • 27% are asked to share
  • 15% share their expertise

Source: Harbinger Women and Word of Mouth Study, October 2010

Women account for 85% of all consumer purchases, including everything from autos to health care:

  • 91% of New Homes
  • 66% PCs
  • 92% Vacations
  • 80% Healthcare
  • 65% New Cars
  • 89% Bank Accounts
  • 93% Food
  • 93% OTC Pharmaceuticals
  • Women make up 58% of all total online spending.

Source: Greenfield Online for Arnold’s Women’s Insight Team

Women process information & make purchasing decisions differently than men:

  • 59% of women feel misunderstood by food marketers
  • 66% feel misunderstood by health care marketers
  • 74% feel misunderstood by automotive marketers
  • 84% feel misunderstood by investment marketers; Source: Yankelovich Monitor
  • 91% of women in one survey said that advertisers don’t understand them;
  • 70% of new businesses are started by women

Source: Greenfield Online for Arnold’s Women’s Insight Team

The Power of Face-To-Face

  • 95% of executives agreed that in-person meetings are both key-to successful long-term relationships and to building relationships.
  • 89% of executives agreed that face-to-face meetings are essential to “sealing the deal”.

Source:, 2010

  • 86% of attendees use face-to-face at conferences to become aware of new products, evaluate vendors for future purchase, and/or narrow their choices to preferred vendors.
  • 53% of attendees plan to buy one or more products of services as a result of what they saw at a conference.

Source: Center for Exhibition Industry Research, 2003

  • 8 out of 10 executives prefer face-to-face meetings over virtual, citing the ability to build stronger, more meaningful relationships (85%), the ability to “read” another person (77%), and greater social interaction (74%) as key benefits.

Source: Forbes Insights, 2009

  • Businesses experience on average $12.50 in increased revenue and $3.80 in new profits for every dollar invested in business travel.
  • Executives cited conference and trade show participation returns ranging from $4.00 to $5.99 per dollar invested.

Source: Oxford Economics, 2009

  • 45% of attendees develop an emotional connection with a brand after interacting with it at a conference.

Source: Exhibit Surveys, 2007

  • 63% of sales and marketing managers agree or strongly agree that conferences assist in gaining/retaining market share.

Source: Center for Exhibition Industry Research, 2009

The Power of Attendees

  • 77% of qualified attendees at conferences represent new customers.

Source: Center for Exhibition Industry Research, 2008

  • 50%: The percentage of visitors who come to conferences with buying plans for products and services.

Source: Center for Exhibition Industry Research, 2007

  • On average, 30% of conference and trade show attendees are top management personnel (vice president, director or above). At M2W®, the average is 70%.

Source: Center for Exhibition Industry Research, 2003 and PME Enterprises LLC, 2011

  • The average black woman spends 3 times as much on beauty products compared with the average woman.

Source: Procter & Gamble Co., P&G/Essence poll

Analyse: Den kvindelige forbruger 2014 (In danish)
Analysen giver et billede af kvinders forbrug, beslutningsproces, købsindflydelse og købsadfærd og giver værdifuld indsigt til gavn for produktudvikling, salg og markedsføring.

AIM Create har gennemført en analyse for LoweFriends, der sætter fokus på den kvindelige forbruger. Der er gennemført i alt 4.826 interviews i Skandinavien.
Der er foretaget 1600 interviews i hvert land, 1200 med kvinder og 400 med mænd. En tilsvarende undersøgelse er tidligere gennemført i Danmark i 2012. Undersøgelsen giver således mulighed for sammenligning dels på tværs af lande – og dels ift. 2012.” Kilde: LoweFriends.

Bag enhver indkøbsvogn findes en kvinde
Undersøgelsen viser, at kvinder sætter deres fingeraftryk på i hvert fald 75 – 80 % af alle hustandens køb. Og de ser sig selv som de signifikant mest indflydelsesrige forbrugere. De føler ganske enkelt, at de er den mest bestemmende faktor, når det gælder familiens forbrug – totalt set. Det vil sige, at ikke bare deres indflydelse men også deres stærke interesse gør sig gældende i næsten alle kategorier. Ikke kun de traditionelle kvindekategorier som mad tøj og bolig, men også biler, elektronik og privatøkonomi.”
Kilde Lowefriends, (artikel blev udgivet på d. 19.05.2015)

Primetime kvinder (In danish)
Source: Aller, Denmark

Benja deltog som paneldebatdeltager på Allers “Primetimer” kvinder event i Danmark, sammen med
Marti Barletta – grundlægger af Primetime begrebet i USA

Fakta om Primetime KvinderSource: Aller, Danmark

– Inden for en kort årrække vil der være et overtal af mennesker over 50 i Danmark. På nuværende tidspunkt repræsenterer gruppen ca. 33% af befolkningen, og er stærkt stigende. 

– De 33% sidder på 75% af den danske formue og kvinderne sidder på 80% af købsbeslutningerne.
Aldrig nogensinde før har kvinder i 40’erne, 50’erne, 60’erne været mere sunde, stærke og aktive. Veluddannede OG velstillede. 

– Vi sidder i stigende grad på mange af de længevarende uddannelser, vi har allerede sat os i de stole hvor beslutningerne tages og vi kommer til at sætte os endnu mere på magten i de kommende år. Alligevel bliver vi hægtet af i det store mediebillede.

– Faktisk skal vi helt op i begyndelsen af 40’erne før en gældsplaget gennemsnitsdansker begynder at ane lidt luft i økonomien. Det er altså os kvinder i fyrrene og opefter, der åbner pungen og betaler for de produkter, der så igen vælger os fra, når der skal annonceres. Det er da paradoksalt!”
Source: Primetime kvinder, Aller


The sources for the statistics cited in this facta page, are as follows: M2W, Mindshare/Ogilvy & Mather, She-Economy, Ms Smith Marketing, StartUpNation, Clickz,, Girl Power Marketing, Catalyst, Forbes, Steve Parker askingsmarterquetions, Gerhard Jacobs imedia connection, Primetime kvinder, AIM Create, Lowefriends, Huffington Post, BCG.

Pictures: Copyright: Benja Stig Fagerland and Aller, Denmark.