Women and Retail
Women are the most complicated consumers on the planet. They control $4.3 trillion, roughly 73 percent of US household spending. And they do it all while juggling work, home and family life. It should come as no surprise, then, that 40% shop online during work hours.
Women’s online shopping habits at the workplace and beyond
Women are the most complicated consumers on the planet. They control $4.3 trillion, roughly 73 percent of US household spending.1 And they do it all while juggling work, home and family life.
Many – particularly moms – manage to shoehorn 27 hours of activities into the standard 24-hour day.2 It should come as no surprise, then, that 40% shop online during work hours. (But don’t tell them we told you.)
AOL partnered with OTX to gain a better understanding of this ubiquitous yet mercurial group. What motivates them? Who influences their decisions? And where did they get those shoes? The study was based on an online survey of 700 adult women, divided evenly into groups of parents and non-parents.
Want to learn more?
Download the study.
Sources:
1 “The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009.
2 “Living La Vida Rapida.” AOL/OMD Global Moms Study, July 2008.