Yesterday, Time Warner Cable Media released its “Understanding Women Today” study in partnership with Ipsos MediaCT. By surveying 3800 women, the study highlighted two distinct female demographics and determined their attitudes to brands, their media consumption and their confidence in spending.
These two demographics are made up of married women or those in couples and have been stereotypically named Chief Family Officer (CFO) and Girlfriends on the Go (GoG). As these two segments spent over $200 billion in 2011, it’s understandable that marketers want to get as much information about these groups as possible.
According to Joan Hogan Gillman, Executive Vice President of Time Warner Cable and President of Time Warner Cable Media:
We are looking to provide our marketing partners with the subtle differences between the two [audience segments] in order to help them connect with these audiences more effectively. By incorporating these learnings, our clients have more facts to inform their creative direction and media placement to engage each of these segments.
The findings of “Understanding Women Today” show that out of the two main groups:
- CFOs have a median age of 38; GOGs are about 34 years old.
- They are almost equally concerned about four key areas in 2013: job market, fuel costs, healthcare, and education.
- While CFOs are more accepting of product information found on TV and online, GOGs consume product information across online, social, and mobile platforms. These are the platforms where these groups build brand trust, which is required before any purchases are made.
- CFOs think through purchases in terms of cost, product value, and brand name and research online before purchasing in store while GOGs spend freely.
- GoGs are the primary decision makers of big purchases while CFOs will contribute to the decision making behind those types of purchases but they don’t make the final choice. Both groups, though, are the primary decision makers when purchasing groceries, cleaning products, clothing and holiday shopping.
These aren’t revolutionary findings – in fact, they may reinforce already established stereotypes. But I can imagine marketers will revel in another study to put more marketing dollars into the tried and true advertising they are already making and will continue to do in 2013.