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Working And Shopping Go Hand-In-Hand
04 Aug 2010 Posted by Brian Spencer
The latest statistics on women’s control of household spending show that the “fairer half” is responsible for $4.3 trillion in spending – an amount that accounts for nearly three-quarters (73%) of all spending. An online study from AOL Advertising with OTX called “The Mall Behind the Spreadsheet” looked at 700 women to see how much of that shopping is now being done online while the women are at work or at home. The research, as reported by Media Post, concluded that as many of 40% of women are taking advantage of online shopping during work hours as a way to fit more into their hectic lives.
On average, women shop online between 15 and 30 minutes a day while working, with moms shopping more than the average. Also, women tend to shop online more on Fridays than on any other day of the week, and about half of all women do their shopping between 11 a.m. and 2 p.m.
Sixty-nine percent of women who shop from work do so for a specific need. However, younger women (ages 18-34) are more likely to do so from boredom (60%) while only a third (33%) of older women (35-54) are prompted by boredom. Other reasons include:
• Email notifications from companies (younger = 40%; older = 37%)
• Email notification from sources they’ve subscribed to (younger = 38%; older = 44%)
• Relevant online ads (younger = 31%; older = 23%)
In terms of purchase drivers, 60% of respondents talked about email offers, while only 35% mentioned TV commercials. Less influential but still important were online ads and direct mail offers (30%) as well as newspaper circulars (28%).
More than half of the respondents shop during lunch (54%) or while on break (46%). Another 41% shop while multitasking or right after seeing a deal (25%).
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