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Hot Market: Indie Women

March 25th, 2013 ::

By Rieva Lesonsky

When you think of marketing to women, do you think of moms? Then you’re missing out on a huge and profitable target market of “indie women.” Age 27 and up, these single women are living without partners or kids, and pack a disproportionate amount of spending wallop, as MediaPost reports.

Currently, indie women account for 31 million or about one-third of all U.S. women over 18, and their numbers are increasing: There will be a projected 50 million indie women by 2035. What do you need to know about this powerful market?

Indie women have higher incomes than the average woman and spend $1 trillion each year, including:

  • $22 billion on vehicles (that’s five times more than “indie men” spend)
  • $20 billion on entertainment
  • $50 billion on food

Indie women watch more television than average women and are multi-screen users, meaning they frequently accompany TV-watching with a “second screen” such as the tablet, laptop or smartphone.

Indie woman are highly socially engaged online. They are 6 percent more likely than average women to  rely on online ratings and reviews, 12 percent more likely to report that friends and family routinely ask them for advice on health and nutrition advice, and 10 percent more likely to say they are frequently the first among their friends to purchase from a new brand or store.

Indie women are professional: They hold 59 percent of masters’ degrees and 52 percent of managerial positions.

What should you do to reach indie women?

  • Use social media. These women are key influencers and brand advocates, so engaging with them on social media can drive your success.
  • Treat them with respect. Indie women are successful on their own terms, so make sure your marketing reflects the fact that they’re happy with their lives and making their own decisions.
  • Know where they’re spending. Indie women are more likely to dine out, entertain at home and spend money on home décor and apparel than the average woman, making these potentially lucrative areas for your business to focus on.

NBCUniversal Integrated Media began studying the indie woman because this group does a lot of discretionary spending, but is not yet widely researched in demographic studies, making it an undiscovered marketing opportunity. You can learn more about this demographic by watching NBCUniversal’s Integrated Media group’s film about indie women here.

Image by Flickr user EpSos.de (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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