- Women – an integral part of Central Minnesota’s economy and the household CEO
Women in Central Minnesota are not unlike women across the U.S. They have tremendous buying power, are influential in business and industry, are well educated and are multi-tasking geniuses in balancing work and home life They are active, homeowners and if they have children, live is centered around the grocery store and carpooling kids. They influence the majority of purchasing decisions in every household and function as the household CEO, CFO and travel agent. They generally live in modestly priced homes, balance kids activities, financial issues in this tight economy and still, many maintain a job outside the home.
They tend to be married with children. They enjoy generally comfortable lifestyles, socializing with neighbors and co-works, the taxi driver to kids’ school and extra-curricular activities, as well as enjoying home-based activities such as gardening, cooking, and crafts. Reflecting their rural, family environment, they prefer SUVs and minivans or crossovers to cars.
The family CEO and chief decision maker
Women control 83% of every consumer dollar spent. And working women, in particular, carry huge spending clout at local stores with their tremendous buying power and influence. Women make 89% of all travel decisions and influence nearly every meal planning decision – and home and in dining out. Their time is limited and attention span shared, therefore any product or service that allows them to multitask is of great interest. Women are the premier audience to receive advertising messages.
Who are they?
- 69,882 in the greater Central Minnesota area (St. Cloud Times primary coverage area)
- Just under 50,000 are working in full or part-time employment
- 64% are between the ages of 25 and 54. The median age is 33.2
- 71% have gone to college
- 65% are married or are living in a committed relationship
- 47% earn $50,000+ annually; 25% earn $75,000+ annually
- 80% own their own homes
- 63% have full-time jobs
Why are they unique?
Women influence nearly every purchasing decision. They buy more than 50% of all new vehicles sold and influence 85% of all vehicle purchases. They are increasingly heavy online users, relying on the internet both at work and at home to complete transactions, search, shop and more. It’s a vital work and life tool.
Technology habits and online activities
- 72% have accessed the internet in the past 30 days
- 77% of households own a computer
- 29% have made an online purchase
- 39% have a high definition TV
- 41% do online banking
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Shopping habits
- 33% spent $200 or more in the past 7 days on groceries
- Women control 83$ of every consumer dollar spent
- Women make 89% of all travel decisions.
- Women influence 88% of consumer electronics purchases for the home.
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Financial interests
- 57% have a home mortgage
- 9% have a home equity loan
- 77% have a savings account
- 36% have an IRA
- 34% have a 401k
Readership Profile:
Women
| PRODUCT |
% REACH
|
| Average Weekday | 38% |
| Average Sunday | 55% |
| Past week (M-F) | 56% |
| Past 7 days | 69% |
| Citizen Times (last week) | 22% |
| D’lish (last week) | 26% |
| UpNext (last week) | 31% |
| Shopping News | 26% |
| Sctimes.com (avg. daily) | 37% |
| Sctimes.com (past 30 days) | 54% |
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