BIGresearch
Profiles Women’s Consumption for Sports
Media and Shopping: One Size Doesn’t Fit All
SIMM 10
Provides Roadmap for Reaching Females Through
Sports-Related Activities and Identifies Differences in Shopping Habits by
Ethnicity
COLUMBUS, OH -- (MARKET WIRE) – 10/31/2007 – Choosing between soap operas and
the NFL is not something marketers may consider when putting together media
allocation plans for reaching females. However, marketers may want to consider
the NFL as an option as women are more likely to be regularly or occasionally
watching sports than they are soap operas according to BIGresearch’s (http://www.bigresearch.com)
Simultaneous Media Survey (SIMM 10, July 07) of 15,439 consumers. But not all
women are the same when it comes to playing, watching, reading about or
listening to sports.
Which type of
T.V. shows do you watch most often?
All Women/ Women/ African Women/ Women/
Women Hispanic
American/Black Asian White/Caucasian
18+ 18+ 18+
18+ 18+
Soap Operas
Regularly/Occasionally 41.7% 63.7% 53.8% 40.2%
36.3%
Sports
Regularly/Occasionally 61.6% 61.8% 66.2% 55.0%
60.7%
“Conventional wisdom says soap operas are better for reaching women but in media
consumption, as in fashion, there’s no such thing as one size fits all for
today’s women,” said Gary Drenik, President & CEO of BIGresearch. “Their media
consumption is as complex as their shopping behaviors and marketers/advertisers
who wish to increase their ROI need to understand these differences,” said
Drenik.
Differences are apparent for Women based on their ethnic group when it comes to
stores shopped most often for women’s clothing.
Top 5 Stores Women 18+ Shop Most Often for Women’s Clothing by Ethnicity
Women/ Women/ African Women/
Women/
Hispanic American/Black Asian
White/Caucasian
Macy's
(11.3%) Wal-Mart (10.8%) Macy's
(17.6%) Wal-Mart (16.2%)
Wal-Mart (8.8%) Macy's (8.8%) Kohl’s
(7.3%) Kohl’s (10.0%)
JC Penney (7.6%) JC Penney (5.8%) Wal-Mart
(6.8%) JC Penney (8.3%)
Kohl’s (4.7%) Lane Bryant (4.5%) JC Penney
(4.7%) Macy's (6.7%)
Ross (4.7%) Ross (3.9%)
Victoria's Secret (3.7%) Target (3.1%)
Differences are also evident for women who exercise / play sports while using
media as 34.5% of Hispanic women, 31.4% of African American women, 39.9% of
Asian women and 27.3% of Caucasian women say they do. In addition, the
percentage of women who search online for sports differs by ethnic groups: 49.3%
of Hispanic women, 43.5% of African American women, 50.3% of Asian women and 40%
of Caucasian women say they search for sports information online.
Aside from TV, there
are also differences by ethnicity for women on how they spend their leisure
time. For complete tables of the top three ways women spend their leisure time,
women’s sports media consumption and shopping information, please go to
http://www.bigresearch.com and click on Complimentary Top Line Findings.
About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior
in areas of products and services, retail, financial services, automotive, and
media. BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on
consumers to gauge their consumption across media, products and services.
Marketers can use SIMM to develop the types of consumer-centric marketing plans
required to increase advertisers’ ROI. The SIMM monitors more than 15,000
consumers twice each year. BIGresearch also conducts the Consumer Intentions and
Actions Survey (CIA) of more than 7,000 consumers each month.
BIGresearch's methodology provides the most accurate consumer information in the
industry with a margin of error of +/- 1 percent.
http://www.bigresearch.com