米国における高所得女性へ向けたマーケティング

Abstract

This report examines the attitudes, behaviors and spending habits of high-income women, a group that continues to gain influence over many lifestyle and purchase decisions. Mintel analyzes its proprietary consumer research and Simmons' National Consumer Survey to explore high-income women' s attitudes toward money and investments, shopping, leisure activities, advertising and media.

Mintel defines professional women or high-income women as those who earn $75,000 or more annually. This report compares and contrasts professional women with all women to illustrate how their attitudes and behaviors differ.

Mintel' s research will tell you how high-income women regard family life, deal with their finances, and think about shopping. It also gauges the receptivity of high-income women to various forms of advertising and media, and finds out how this group spends their leisure time. These insights are a crucial part of understanding what motivates these consumers.

Accounting for 4% (or about 5.2 million) of U.S. women 15 years and older, high-income women are well educated, work full time, and are responsible for the majority of household purchasing decisions. The majority of high-income women are married or divorced, and the share of women who earn more than their husbands is growing exponentially. The share of all women (not just high-income women) who earn more than their husbands has increased 58.3% between 1987 and 2004. Women are earning the majority of post-secondary degrees and will continue to earn these degrees at a faster rate then men. Their greater educational attainment will fuel growth in personal earnings and, in turn, purchasing power. Although high-income women will remain a small percentage of all women who work full time, their influence over purchases (and their willingness to spend and invest money) should not be underestimated.

Table of Contents

• Scope and ThemesWhat you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of the market
• Background facts
• Balancing home and family
• Purchase decisions
• Shopping and spending
• Financial products and services
• Leisure time
• Media and advertising
• Future trends
• Background Facts
• Overview
• Age
  • Figure 1: Number and distribution of all women and women with personal incomes of $75K or more,
• Education
  • Figure 2: Distribution of all women and women with personal incomes of $75K or more, by educational attainment, 2005
• Ethnicity
  • Figure 3: All women and women with income over $75K, by race/ethnicity, 2005
• Marital status
  • Figure 4: All women and women with income over $75K, by marital status, 2005
• Wives who make more than their husbands
  • Figure 5: Wives who earn more than their husbands, 1987-2004
• Labor force and occupation
  • Figure 6: Women' s labor force participation, 1975-2006
• Hours worked
  • Figure 7: All women workers, and women earning more/less than $75K, by full- or part-time work,
• Occupations
  • Figure 8: Occupations, by gender, 2006
• Managerial and high-income occupations
  • Figure 9: Managerial and high-income occupations, by gender, 2006
• Purchasing influence
  • Figure 10: Women with most influence over household purchase decisions, by annual earnings,
• Life experience
  • Figure 11: Events experienced in the last 12 months--all adults vs employed women, by income group,
• Balancing Work and Home
• Overview
• Career and personal life co-exist
  • Figure 12: Work/life balance choices--all adults vs employed women, by age, April 2007
  • Figure 13: Work/life balance choices for high-income women, by income group, April 2007
• Children and planning for children
  • Figure 14: Women who have children, plan or do not plan to or have children, by age and income group,
• Careers
  • Figure 15: Women' s careers, by income group, April 2007
• Hours worked by location
  • Figure 16: Mean hours worked at various locations--all women vs employed women,
  • Figure 17: Mean hours worked by women at various locations, by income group, April 2007
• High-income activities or events
  • Figure 18: High-income activities/events experienced by women in last six months--
  • Figure 19: High-income activities/events experienced by women in last six months, by income group,
• Leisure time companions
  • Figure 20: Leisure time--all women vs employed women, by income group, by age, April 2007
  • Figure 21: Leisure time--all employed women, by income group, April 2007
• Shopping and Spending
• Overview
• Products purchased
  • Figure 22: Products bought in the last 12 months--all adults vs employed women, by income group,
• Retail store preferences
  • Figure 23: Leading supermarkets visited in last four weeks--all adults vs employed women,
  • Figure 24: Selected department/discount/clothing/child stores visited in last three months--
• Consumer electronics and media/entertainment purchases
  • Figure 25: Digital video recorder ownership--all adults vs employed women, by income group,
  • Figure 26: Retail outlets for music purchases--all adults vs employed women, by income group,
  • Figure 27: Music download purchases--all adults vs employed women, by income group,
• Internet and direct shopping
  • Figure 28: Mail/phone/Internet shopping--all adults vs employed women, by income group,
  • Figure 29: Mail/phone/Internet shopping--all adults vs employed women, by income group,
• Mail/phone/Internet shopping spending
  • Figure 30: Mail and phone order spending--all adults vs employed women, by income group,
  • Figure 31: Internet spending--all adults vs employed women, by income group,
• Financial Products and Services
• Overview
• Credit card penetration
  • Figure 32: Credit and debit card penetration--all adults vs employed women, by income group,
  • Figure 33: Selected credit cards held--all adults vs employed women, by income group,
• Credit card usage
  • Figure 34: Credit cards used in last 30 days--all adults vs employed women, by income group,
• Credit card bill payment habits
  • Figure 35: Credit card bill payment habits--all adults vs employed women, by income group,
• Loans
  • Figure 36: Types of loans held--all adults vs employed women, by income group,
• Investments
• Leisure Time
• Overview
• Exercise
  • Figure 38: Regular fitness activity--all adults vs employed women, by income group,
  • Figure 39: Frequency of exercise per week--all adults vs employed women, by income group,
• Leisure activities
  • Figure 40: Leisure activities/hobbies enjoyed in the last 12 months--all adults vs employed women,
• Participation in sports
  • Figure 41: Sports played in the last 12 months--all adults vs employed women,
• Leisure enjoyment
  • Figure 42: Enjoyment of activities, by type--employed women, by income group, April 2007
  • Figure 43: Enjoyment of activities, by type--employed women and high-income women,
• Computer usage at home
  • Figure 44: PC ownership and usage at home--all adults vs employed women, by income group,
• Travel
  • Figure 45: Share of population with valid passport and have traveled to a foreign country--
  • Figure 46: Frequency of foreign travel--traveling adults vs employed women, by income group,
• Leading foreign travel destinations
  • Figure 47: Leading destinations for foreign travel--all adults vs employed women,
• Frequent flyer programs
  • Figure 48: Enrollment in frequent flyer programs--all adults vs employed women,
• Media and Advertising
• Overview
• Media outlets and advertising
  • Figure 49: Mean hours using media--employed women, by income group, April 2007
  • Figure 50: Mean hours using media, by type--all women vs employed women,
• Advertising methods
  • Figure 51: Enjoyment of advertising media, by type--employed women, by income group, April 2007
  • Figure 52: Enjoyment of advertising media, by type--employed women,
• Future Trends
• Women will be better educated and increase their earnings potential
  • Figure 53: Projected number of degrees conferred, by gender, 2004-14
• Women' s income--and related power--will grow
  • Figure 54: Earnings, by educational attainment of the population aged 18+, 2005
• Labor force participation will remain steady--at its all-time high
  • Figure 55: Civilian labor force prjections for population 16 years and older, 2005-20
• Life experiences expected in next 12 months
  • Figure 56: Events you expect to experience in the next 12 months--all adults vs employed women,
• Appendix: Trade Associations