All Women/ Women/ African Women/ Women/ White/
Women Hispanic American/Black Asian 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 Target (3.1%)
Secret (3.7%)
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
Contact Information: Contact: Phil Rist BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146