The feminine (consumer) mystique

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While women wield great consumer clout, they're not monolithic. "The best marketers are recognizing the distinctions," says Scott D. Schroeder, president-CEO of researcher Cohorts. Cohorts identifies nine segments of single women (each segment gets a name). Three of the segments potentially most appealing-as current and future consumers-to marketers are:


Stylish, tech-savvy student

Median income: $16,000

Media preferences:

PRINT-She trolls the newsstand. Favorite magazines include Self, Rolling Stone, InStyle, Us Weekly

TV-Surfs during ads, wouldn't watch TV without cable. Favorites include Oxygen, Nick at Nite, Disney Channel, MTV, VH1, E!, TBS

Hot buttons include: What's cool or the latest thing, liberal, seizes opportunities, spends on a whim


Educated working woman

Median income: $52,000

Media preferences:

PRINT-Newsstand habitué. Favorites include Elle, Allure, Shape, Cosmo, Entertainment Weekly

TV-Channel changer during commercials. Among favorite nets are Lifetime, Bravo, Cartoon Network, E!, MTV, FX, TBS, TLC

Hot buttons include: Travel, career, sophisticated tastes, exclusivity, self-improvement


Affluent career woman

Median income: $174,000

Media preferences:

PRINT-Average reader. Favorites include Vogue, Harper's Bazaar, People, Martha Stewart Living

TV-When she takes time to watch, it's networks like Lifetime, WEtv, Comedy Central, MTV, CNBC, E!, HBO, A&E, Bravo, AMC

Hot buttons include: Foreign travel, career, sophisticated and savvy, action, spontaneity, fitness
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