Statistics on Women

Find out more about how women spend and buy, and how influential the “Mom Market” can be!

Who’s Buying?

  • Women handle 80-90% of household spending. (TrendSight Group, 2002)
  • Women make 51% of all auto purchases and 85% of all car buying is influenced by women in the household. (J.D. Power & Associates)
  • Women make up 50% of the travel market and 50% of web users. (Women in Business Initiative)
  • More than 1 out of 4 households has a woman as the sole decision-maker. (TrendSight Group, 2002)

Regional Statistics

  • In Antrim, Kalkaska, Benzie, Grand Traverse and Leelanau counties, females make up 51% of the population. (U.S. Census Bureau, 2000)
  • In Grand Traverse and Leelanau counties, more than 50% of firms are owned by women. (U.S. Census Bureau, 2000)
  • In Grand Traverse County, the median family income is $51,211. (U.S. Census Bureau, 2000)

Show Me the Money!

  • Young women today are generally much more financially astute than their mothers were at the same age. (Milwaukee Journal Sentinel, Feb. 2002)
  • 66% of all women own their homes. (Milwaukee Journal Sentinel, Feb. 2002)
  • Over the next two decades, the assets of two generations will become increasingly concentrated in the hands of Baby Boomer Women, who will on average outlive their husbands by 15-18 years. (TrendSight Group, 2002)
  • 33% of wives – more than 10 million married women – earn more than their husbands. (U.S. Dept. of Labor)
  • Women-owned businesses have doubled in just 10 years, accounting for 40% of all U.S. companies. (National Foundation of Women Business Owners, June 2001)
  • 80% of all checks written in the United States are signed by women. (Dimensions, 2001)

Women in the Work Force

  • Women-owned businesses generate $1.15 trillion in sales and employ 9.2 million people. (Center for Womenís Business Research, 2002.)
  • In 2005, the percentage of women in the labor force is projected to rise to 61.7%. (9 to 5, 2000)
  • One in 18 U.S. women is a business owner and 86% of women entrepreneurs say they use the same products and services at home that they do in their business. (Center for Women’s Business Research, October 2001)
  • Since women account for a full 70% of all new business start-ups over the past decade, women are creating new accounts to handle their needs for banking services, telecommunications, office equipment and supplies, product and package delivery, travel, etc.(TrendSight Group, 2002)

Educated Women Make Educated Decisions

  • 56% of all college students in 1998 were women. (Current Population Survey, 2000)
  • Business school attendance is now 38% women, medical schools 46% women and law school 49% women (New York Times, March 2001)
  • In 2000, there were 125,000 more college-educated women than men. By 2010, that number will double. (Center for the Study of Opportunities in Higher Education)
  • Women comprise more than half of the undergraduate population, half the labor force and half of all professional positions. (Women in Business Initiative)

Shopping Online

  • Many of the top e-tailers have an audience that is already over 65% female. (AdRelevance, 2002)
  • In 2005, shoppers who use the Net will account for 75% of all expected U.S. retail spending – both online and offline. More than 68% of online shoppers said that they researched products online and then made their purchases at a brick and mortar store. (Jupiter/NFO Consumer Survey, 2002)

The Mom Market

  • Children influence over $300 billion in their parent’s spending annually. Households with school-aged children outspend households without children by at least one-third. (ACNielsen’s Report on Consumer & Market Trends, 1999)
  • Parents with incomes of $38,000 to $64,000 spent $18,510 on miscellaneous items for the average child from birth through the age of 18. This includes spending on entertainment, reading material, VCRs, summer camps, and lessons. (U.S. Department of Agriculture, June 2001.)
  • Word of mouth is the strongest form of marketing within the mom market. 55% of mothers say they rely on recommendations when making purchases for the home. The number jumps to 64% when it comes to buying a product for their child. (Prima, 2002)