The report “Marketing to women 2016” elaborated by Fluent gives some conclusions about female consumers behavior. It is based on a survey participated by 1443 American women. The first of the keys published in the report is that digital marketing channels such as newsletters, mobile notifications and social media are much more likely to influence purchase decisions than traditional, offline channels (radio, TV, print, etc).
The second conclusion is that over 50 percent of women have downloaded a mobile app from a brand they do business with, but only a quarter say they have made purchases through mobile apps, with the remainder saying that they primarily use them for pre-purchase research.
In addition, the report highlights that Facebook dominates as the preferred social media platform for following brands, with 77 percent of those who follow brands preferring that network, followed by just 11 percent for the second place option: Instagram. Finally, an overwhelming majority of women prefer gender-neutral marketing messages as opposed to those that are specifically targeted to them as women.