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Advertising In Detroit: Reaching Female Consumers

Feb 10, 2021 9:25:12 AM / by Larry Julius

There are 1,818,900 adult women in Southeast Michigan. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $57.9 billion and $66.2 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Metro Detroit small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics small business, small business owner, best way to advertise, working mothers, advertise on radio, small business marketing, small business advertising, advertise on detroit radio, advertise to women, market to women

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