Why Women Online
Women online matter. Why?
Women are consumers
Women drive purchasing decisions in their families across demographic groups. According to the Harvard Business Review, women control more than $20 trillion in global spending and earn more than $13 trillion annually – “women represent a growth market bigger than China and India combined—more than twice as big” (HBR 2009). Yet many businesses and organizations fall into a pattern of negatively gendered marketing, imagining women as solely as housekeepers and laundry detergent buyers. In reality, women are a dynamic and savvy consumer group expecting to be engaged in forward-thinking ways.
Women are givers
Women are more likely than men to volunteer. While 29.3% of American women volunteer, only 23.2% of men do the same (BLS 2010). And even though many women have reported struggling to maintain their levels of charitable giving during the recession, they still look for innovative ways to contribute without hurting their own bottom line (Self GOOD 2009). Eighty-one percent of women say that it is more difficult now to make charitable donations and want to invest in brands that will help them give back when they can’t give directly.
Women are online
Social media is a matriarchy, with women composing the majority of nearly every major social media outlet. Women online are also twice as likely as men to blog and to use blogs as a source of information, advice, recommendations, and opinion-sharing.
There are 42 million U.S. women online weekly using social media in some way. Women who blog are significantly more active across all forms of social media, and are thus ideal conduits of information and knowledge sharing (BlogHer, iVillage and Compass Partners study of women online, April 2009).
A recent study from the Pew Internet & American Life Project found that “75% of all American adults are active in some kind of voluntary group or organization and internet users are more likely than others to be active…” Women are the key to mobilizing change, and these women are online.
Modern markets require modern strategies to capitalize on new ways of sharing information. Women online have been connecting and sharing for years, yet it can be a struggle to keep pace with the constantly changing social frontier. Women Online will utilize the strength of our networks to ignite your cause or brand and connect you to the fastest growing market in human history.
Let us help your brand, cause, or candidate connect with the women who matter.
Image credit: Caroline Cook Photography