Women's Mind-Set Defines Shopping Habits

Women's Mind-Set Defines Shopping Habits

According to a new online survey of over 3,000 women, ages 18-49, by AMP Agency, how a woman approaches shopping does not change as she grows older, shifts from life stage to life stage, moves from region to region, has children, or moves income brackets. A woman's approach to shopping is very much part of who she is: "it is part of her DNA."

The report states that there are distinct approaches to shopping, and identified and segmented women across four distinct mind-sets or "Shopping Genes" :

  • The Content Responsibles (Practical, Loyal, Efficient)
  • The Natural Hybrids (Confident, Balanced, Classic)
  • The Social Catalysts (Social, Smart, Trendy)
  • The Cultural Artists (Creative, Impulsive, Adventurous)

With a 418 Billion dollar annual sales opportunity, figuring out how women shop can help marketers determine how to connect with them in distinct and effective ways, opines the report.

The groups were based on the respondents' self-reported views of themselves and their place in the world according to respondents' answers to a series of "influencer" type questions. This is how an estimated 67,560,586 women in the United States between the ages 18-49 slice up in population and overall discretionary and nondiscretionary spending.

  • Social Catalysts: 24 Million / Spending $153 Billion
  • Natural Hybrids: 23 Million / Spending $133 Billion
  • Content Responsibles: 13.5 Million / Spending $70 Billion
  • Cultural Artists: 7.5 Million / Spending $62 Billion
  • Total: 67,560,586 Million / Spending $ 417,747,533,559 Billion

And, on an individual annual spending basis, says the report:

  • Cultural Artist will spend an average of $7,672 annually
  • Natural Hybrid $5,383 Annually
  • Social Catalyst $6,035 Annually
  • Content Responsible $4,778 Annually

While the trendsetting Cultural Artists rank at the bottom for overall spend, they are spending more on an individual basis. And when it comes to key influencer categories including Fashion, Beauty, Health and Wellness, and Food categories, the Cultural Artists spending reigns.

This 11% of consumers falls at the highest end of the influence spectrum as the super influencers. Almost half stated they frequently go shopping just to see what's new in the stores. They are always shopping and almost all of them (97%) are willing to try new and different things and generally, want to be the first to try new things on the market , with a significant 85% reporting so. Surprisingly, they do rely strongly on information from friends, particularly across fashion, technology and health and beauty.

The Natural Hybrid (34%), is a cross between a social and trend-following butterfly and a grounded domestic diva. They look for classic products, things that aren't too trendy and are long lasting. Though 80% like to try new products, only half say they are likely to be the first of their friends to try new things, while the other half would rather their friends try first and report.

The Social Catalyst (35%) group falls near the top of the influencer spectrum and can be one of the strongest brand advocates. They are the planners, organizers, take pride in their friendship status and tend consider themselves the experts amongst their group. Almost 80% of this group think a night on the town is money well spent, but they are likely to seek out bargains to keep up with the latest trends. Only a third, however, is willing to spend money on products that may appear to be a fad.

The Content Responsible (20%) group is neither a trendsetter nor trend spreader, and not much of a spender, but they can be lifelong and increasingly loyal customers. 80% agreed that social status was not an important part of their life. These Practical, Responsible, Loyal consumers crave a hassle free shopping experience. Shopping to them is not seen as fun past time, but rather an errand or chore.

Anastasia Toomey, VP Insights, AMP Agency, concluded, "...In the end, understanding these mind-sets can help brands improve upon existing relationship and start new ones with female shoppers."

For more information on AMP, and details of the report including marital status, number of children, ethnicity, working moms versus stay-at-home moms, household income, profession, area of residence and age, please visit here.

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