WHY WOMEN ARE NOT A NICHE MARKET

Though long considered a niche market, U.S. women constitute the number three market in the world, with their collective buying power exceeding the economy of Japan

• Women comprise 51.4 percent of the U.S. population, and make or influence 85 percent of all purchasing decisions
• Women account for $8 trillion in consumer and business spending
• Women control more than 60 percent of all personal wealth in the U.S.
• Women are starting their own businesses at twice the rate of men
• Women make 90 percent of healthcare decisions and 68 percent of new car purchase decisions
• In 31 percent of the marriages where women work, women now out-earn their husbands
• One out of every 11 American women owns a business (U.S. Dept. of Labor)
• Women purchase over 50 percent of traditional male products, including automobiles, home improvement products and consumer electronics
• Women account for 68 percent of all total online spending