Marketing Execs Don’t Know Single Women

April 30, 2007

This article is included in these additional categories:

Boomers & Older | Household Income | Women

Marketing execs tend to hold misconceptions about single women, assuming they are less educated, more adventuresome and wealthier than they actually are, according to Gigi Carroll, VP/concept director at Draft FCB Group, Chicago.

Marketers also tend to be wrong about the ethnic make-up of this market consisting of 51 million women age 18 and over – nearly half of all American women – Carroll is quoted by MediaPost as having said at last week’s Marketing To Women conference in Chicago.

Some finding from a Draft FCB survey of 500 US advertising and marketing professionals:

  • Marketers do have a good handle on the age distribution of single women. They say 31.9% are age18-24; actually, 29.7% are. And 22.9% are actually in the 45-54 age group, whereas marketers said they thought 21.3% were.
  • Marketers say a third of single women are white; actually, though, two-thirds (67.2%) are white. Also, only 13.1% are Asian/Hispanic/other, but marketers think nearly four of ten (38.8%) are.
  • One-third of single women are high school graduates – marketers got that one right, too. But 53% of single women have attended college/graduate school, whereas marketers estimate 48%.
  • Marketers say more than 15% of single women have an annual income of more than $75,000, whereas less than 4% do.

Some 42% of women in the US over 18 were unmarried in 2000, but in 2005 that proportion was more than 46%, according to Carroll. Nearly half of women 45 or older are unmarried.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This