24% of women agree that advertising is an extremely or very important source of information when choosing brands, according to the 5th wave of “Women, Power & Money” [download page] a study developed by Ipsos MediaCT with FleishmanHillard and Hearst Magazines. Interestingly, though, that figure goes up to 38% among Hispanic women and 37% among African-American women. That’s one of a few results that appear to show a similarity in attitudes between these two key segments. While Hispanic and African-American attitudes differed from the average, the researchers are careful to note that the “skews presented reflect generalizations and tendencies that do not apply to every member of the segment” and that these groups “share many of these commonalities with younger women in the US and around the world.”
Aside from the influence of advertising, Hispanic and African-African women were more likely than average to agree that:
- Purchase recommendations they make to friends and family are extremely or very influential (43% for both groups versus the 30% average);
- In many categories, they prefer to buy luxury brands (44% African-American; 40% Hispanic; 28% average); and that
- They are overwhelmed by all the tech brand/choices available (40% for both groups versus the 51% average).
Separately, the study finds that affluent women (with household incomes of at least $100,000) also express a higher likelihood of preferring to buy luxury brands in many categories (42% vs. 28%). Compared to the average, affluent women are more likely to feel overwhelmed by the number of options in lower-ticket categories such as beauty and personal care items, but less likely to be overwhelmed by choices in areas such as technology, household appliances, and automobiles.
About the Data: The data is based on surveys conducted in February 2013 among 1,008 US women. Respondents were aged 21 to 69, with annual household incomes of at least $25,000, reflecting a population of more than 78 million women in the U.S.