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Q: Effect On New Home Purchase Decision Women 25 to 54 ( Answered 5 out of 5 stars,   2 Comments )
Subject: Effect On New Home Purchase Decision Women 25 to 54
Category: Business and Money > Advertising and Marketing
Asked by: sam_lee_ca-ga
List Price: $100.00
Posted: 26 Jul 2006 02:08 PDT
Expires: 25 Aug 2006 02:08 PDT
Question ID: 749637
I am looking for comprehensive research on the decision making power
of Women aged 25 to 54 on New Home Purchase Decisions.

This specific demographic catagory conforms to Nielsen's WRAP
Overnight broadcast television rating catagory titled "Live W25-54".

Prefered sources will:
1. Focus on California
2. Focus on the San Francisco, Los Angeles, Sacramento, San Diego and
Fresno markets.
3. Specifically discuss the decision making power and ability to make
such purchasing decisions.
4. Will support an advertiser's decision to focus on this market
through television advertising.

Clarification of Question by sam_lee_ca-ga on 26 Jul 2006 21:48 PDT
Do I need to:


Increase the price?

Reduce the price and the expectations?

I really need some data SOON.

Request for Question Clarification by czh-ga on 27 Jul 2006 05:50 PDT
Hello sam_lee_ca-ga,

I did some preliminary research on your question but gave up. The
comment by myoarin-ga sums up the difficulties with your question
quite well. I've found some resources about women and real estate and
trends in the market. This includes some information about women
influencing the real estate purchasing decision as part of a
couple/family as well as women buying real estate on their own.

It would help guide the research if you gave more background and
context for your search. Your last question about "an advertiser's
decision to focus on this market through television advertising" is
not very clear. Which market are you referring to? I don't think
television advertising has been used very much for marketing real
estate. What do you have in mind?

I would love to work on your question and I look forward to your clarification.

~ czh ~

Clarification of Question by sam_lee_ca-ga on 27 Jul 2006 09:40 PDT
Ok folks, thanks for the feedback.  Let me see if I can clarify with
some more background.

The Women 25 to 54 age group is one of the major demographic survey
groups that the Nielsen company sells viewing data on to broadcast
television stations.

The television stations in turn use this and other demographic groups
provided by Nielsen to set what they will charge for time on their
station to an advertiser.

I am working on a paid television program that sells real estate and
need to select the locations of a large number of "promos" that will
point to the actual show time.

One direction to go is to focus the promos on programs that are highly
watched by the "W25-54" demographic.

So since this is the way that nationwide TV has sold their time for at
least 20 years I am thinking that there should be research on that big

As for "decision making," what I am trying to show is that woman
initiate, evaluate and are the key decision makers in a couple when
the couple is buying a home.  Qualitatively, when selling a home, I
have never seen a couple buy a home that the woman really does not
want.  But I have seen the inverse quite a bit.  Further,
qualitativly, I have seen quite a bit of news in the bay area recently
talking about how single women are buying more homes than single men. 
So I am looking for support for this as well.

The "audience" for this data are internal clients in my company that I
am trying to convince to focus on this narrow demographic.

Hope this helps.

Request for Question Clarification by czh-ga on 28 Jul 2006 16:47 PDT
Hello sam_lee_ca-ga,

I have your question locked. I wanted to give you a progress report to
let you know that I had another obligation come up but I?m still
working on your question and should have something for you by

~ czh ~

Clarification of Question by sam_lee_ca-ga on 28 Jul 2006 17:06 PDT
Thanks alot for working on it.  I look forward to your answer.
Subject: Re: Effect On New Home Purchase Decision Women 25 to 54
Answered By: czh-ga on 29 Jul 2006 16:05 PDT
Rated:5 out of 5 stars
Hello sam_lee_ca-ga,

Your clarification helped me a lot with finding appropriate resources
for your presentation on how to develop a TV marketing spot for real
estate aimed at women 25 ? 54. As you expected, there is lots of
information available.

There are lots of resources to help you with determining the TV
viewing habits of women 25-54. I?ve included links to a variety of
tools and articles on how to use them so that you can figure out where
you will get the most bang for your buck. I?ve also identified a
collection of general resources for marketing trends in reaching your
target group of women.

Next, I collected a variety of sources to help you develop your
approach on marketing real estate to women. Women make the purchasing
decision on 91 per cent of houses and 94 per cent of home furnishings
according to Marti Barletta. This figure from her book, Marketing to
Women, How to Understand, Reach, and Increase Your Share of the
Largest Market Segment, is quoted repeatedly in the business and trade
press. I have not been able to discover where she got this number but
it confirms your belief that women are extremely influential in buying
a home.

There are lots of articles exploring the trends in women buying real
estate or homes for themselves as well. I?ve provided you with lots of
links to help you understand how women approach these purchases to
help you in designing your advertising approach.

I trust that the information I?ve found will be helpful for your
presentation. Please don?t hesitate to ask for clarification if I?ve
omitted anything that you expected to have covered.

Wishing you well for your project.

~ czh ~


This site provides a demographic breakout by age categories on
channels watched. The listing for Women 25-54 is below. Clicking
through to the channel information provides you with more details on
markets and programming and gives you the link to the TV channel?s
website and its 2005 CAB Profile. (See below for additional
information about CAB profiles.
Women 25-54
Target Demographics based on CAB 2005 Cable Network Profiles.
Cabletelevision Advertising Bureau

The following network(s) target this demographic:
 -- AMC (Dual Feed)
 -- Animal Planet (Single Feed)
 -- BET (Dual Feed)
 -- Bravo (Dual Feed)
 -- CMT (Single Feed)
 -- CNBC (Single Feed)
 -- Comedy Central (Dual Feed)
 -- Court TV (Dual Feed)
 -- Discovery Channel (Dual Feed)
 -- DIY Network (Single Feed)
 -- ESPN (Single Feed) 
 -- ESPN2 (Single Feed)
 -- ESPN Classic (Single Feed) 
 -- E! Entertainment Television (Dual Feed)
 -- Expo TV
 -- Food Network (Dual Feed)
 -- FX (Dual Feed)
 -- FOX News Channel (Single Feed)
 -- The Golf Channel (Single Feed)
 -- GSN (Single Feed)
 -- Hallmark Channel (Dual Feed)
 -- HGTV (Dual Feed)
 -- The History Channel (Dual Feed)
 -- Lifetime (Dual Feed)
 -- Lifetime Movie Network (Dual Feed)
 -- MSNBC (Single Feed)
 -- The Outdoor Channel (Dual Feed) 
 -- Oxygen (Dual Feed)
 -- SCI FI Channel (Dual Feed)
 -- Style Network (Dual Feed)
 -- TBS (Dual Feed)
 -- TLC (Dual Feed)
 -- TNT (Dual Feed)
 -- Travel Channel (Single Feed)
 -- TV Land (Dual Feed)
 -- USA Network (Dual Feed)
 -- VH1 (Dual Feed)
 -- WE: Women's Entertainment (Single Feed)
 -- The Weather Channel (Single Feed)


The CAB website offers a tremendous amount of information about the
demographics, psychographics and viewing habits of the cable TV
audience. The CAB profiles are especially useful but I suggest that
you review the whole site for additional information you might be able
to use for your presentation.
Cabletelevision Advertising Bureau (CAB)

The CAB is dedicated to providing advertisers and agencies with the
most current, complete and actionable Cable television media insights
at the national, DMA and local levels.

We seek to definitively answer a broad range of advertiser and agency
questions concerning Cable television's media attributes both within
the context of all other US television options, as well as within the
full range of media options in any given market.

2006 CAB Profiles

This section contains summaries and downloadable profiles of all major
cable networks that support advertising. Among other things, these
profiles include detailed information about each network's value to
advertisers, viewer demographics, general programming information and
contact information.

Study: 5% of Viewers Lost During Commercials

Audience drop-off varied by demographic, daypart and program type.
Overall, among Adults 18-49, 5.6 percent of the audience was lost; 4.4
percent among Women 25-54 and 7.5 percent among Men 18-34.

Among Women 25-54, syndication had the lowest drop (-1.6 percent),
followed by cable (-4.8 percent), and broadcast (-6.0 percent).

Center for Media Research

Here are links to sites around the net with specific useful research
information for media planning and buying.

Study: $ Shift to Web Increases Reach

DoubleClick Inc.?s Cross Media Reach and Frequency Study, released at
its Insight 2003 industry conference last week, reveals that by using
standard media planning tools for both offline and interactive
marketing, marketers such as American Airlines, Subaru and Kraft Foods
could increase reach by shifting dollars originally spent on
television to the Internet.

NY Times Misses The Point On 18-34 Audience Value

Time spent viewing television weekly: (hours:minutes ) 
Men 18-24:	20:10 
Men 25-54:	27:33 
Men 55+:	36:28 
Women 18-24:	21:30 
Women 25-54:	30:30 
Women 55+:	41:20 

How to get the Most from Your Broadcast Buy


The Ketchum PR and marketing agency has a practice focusing on women
25 ? 54 and offer lots of resources and statistics about this group.
The long article I?ve linked below discusses the problems faced by
advertisers who are trying to reach women 25-54 and provides
statistics on what seems to work and what doesn?t.,1943,3402,00.html
Ketchum Global Brand Marketing Practice -- Women 25 to 54

Today?s women have emerged as a more powerful consumer force than ever
before. They now control $3.3 trillion in consumer spending, are
responsible for 80% of household buying, control more than 50% of the
wealth in the country, make 62% of all car purchases and take more
than 50% of all business trips.

Why It?s Difficult for Marketers to Reach Women 25 to 54: 58% Report
They Have ?Much More? On Their Minds Today than Five Years Ago
The survey of 1,000 Americans by Ketchum, a leading global public
relations firm, found that 58% of women ages 25 to 54 have ?much more?
on their minds now than five years ago. That percentage is a startling
18% higher than that of the total public, 20% higher than men ages 25
to 54, and 35% higher than men in general.

The survey ? conducted by the Ketchum Global Research Network and
Synovate, the market research arm of communications specialist Aegis
Group plc ? underscored why women 25 to 54 are more likely to report
they don?t often have undivided time to consume media.


This British portal site provides a lot of articles about marketing
approaches aimed at women.
Rethink Pink ? The Marketing to Women Portal

Profiles in Reality: Marketing Urban Homes to Women

This past weekend I came across a full-page ad in the New York Times
Magazine for a company trying to put "real" back into real estate.

This ad campaign is speaking the language, in visuals and copy, of a
specific segment of relatively affluent Manhattan home buyers.  Though
it is likely effective with many people who fit that description, it
was clearly written/developed specifically to the high standards of
women (whether as solos or half of a couple) - who are looking to
connect with a real estate company in some way before signing on .

When Buying a Home Cramps Your Courtship

Single-women homebuyers represented about 18% of all U.S. homebuyers
in the first half of 2004, according to the National Association of
Realtors (NAR). Slightly more than one-fourth of them are 25- to
34-year-olds -- the biggest subgroup of single women buyers. While
women's rush into the housing market has been great for their
financial security, many women, like Ms. Myers, are saying it's
putting a damper on their love life.

The couple eventually broke up. The day after the split she made her
offer on her condo. She regrets not buying sooner: While they debated
moving, interest rates on mortgages rose a full percentage point, and
condo prices for the type of unit she wanted rose by 10%.

Marketing to Women: How to Understand, Reach, and Increase Your Share
of the Largest Market Segment
by Martha (Marti) Barletta

Foreword by Tom Peters
Statistics overwhelm: Women are responsible for 83% of all consumer
purchases. Home furnishings ? 94%. Vacations ? 92%. Houses ? 91%.
Marti Barletta, CEO TrendSight Group

Have I missed the boat?

Statistics Show that Women Drive the Economy


barletta women houses 91 per cent
(lots of articles using the Barletta statistics)

Reaching Powerful Female Consumers at Work and at Home

Purchasing Power is Driven by Today's Gatekeepers

Are responsible for 83% of all consumer purchases:
   - Home Furnishings 94%
   - Vacations 92%
   - Houses 91%
   - Consumer Electronics 51%
   - Cars 60% (While influencing 90%)

Source: Fast Company, August 2002; Marketing to Women, M. Barletta, 2003
*Source: Medical Marketing & Media

Home Buyer & Seller Survey Shows Rising Use of Internet, Reliance on Agents

Married couples make up the largest share of the housing market,
accounting for 61 percent of transactions. Single women purchase 21
percent of homes while single men account for 9 percent. Unmarried
couples were 7 percent of the market, and 2 percent were listed as
other. In 2004, single women were 18 percent of buyers and single men
were 8 percent.

2/14/06 -- Dream house, sans spouse: More women buy homes

Last year, single women snapped up one of every five homes sold.
That's nearly 1.5 million, if you're counting ? more than twice as
many as single men bought, according to the National Association of

The trend is striking, because in 1981, the number of single women and
single men home buyers was virtually the same. Since then, the
percentage of buyers who are single women has almost doubled, while
the percentage of single men buyers slipped 1 percentage point to 9%
last year. (See table 1981 ? 2005)

Single Women Plunge Into Real Estate

Single Women Employ Different Strategies In Buying and Financing A Home

As the recent report, Buying For Themselves: An Analysis of Unmarried
Female Home Buyers by Rachel Bogardus Drew for the Joint Center for
Housing Studies at Harvard University points out, single female
homebuyers as a group have several characteristics that differentiate
them from their unmarried male counterparts and married couples. Among
those that we mentioned earlier are that they are older, have lower
incomes, and a higher percentage of minorities in their ranks.

Single Female Homebuyers - Who, Where and What

Who are these millions of unmarried women who have plunged into the
housing market in the last few years and what makes them different
from married couples or unmarried men? The Joint Center for Housing
Studies at Harvard University recently released a study called Buying
For Themselves: An Analysis of Unmarried Female Home Buyers which
takes a comprehensive look at this group of homebuyer which, as we
stated earlier, is the fastest growing segment of the home buying

These unmarried women are far from a homogenous group. They include
woman of all ages, incomes, and races, widowed, divorced, never
married; with children and without, but they still, as a whole show
some striking differences from the other two home buying groups.

Homebuilders jockey for single women's business
(Lots of information about what women want in the houses they buy and
perspectives on the California market.)

What women want differs when buying real estate

Leslie Williams, who as president of Seattle-based Williams Marketing
works with condominium developers and buyers, has been so struck by
the different interests of female and male buyers that she has started
buyers' seminars aimed solely at women.

One of the biggest concerns is security, Williams said, particularly
among single women. They like to have good security at the building's
front door, including closed-circuit television coverage. They want
brightly lit garages and storage areas, and they want to feel
comfortable walking around the neighborhood.

Retooling Home Improvement 

After married couples, single women are the largest group of home
buyers in the U.S., responsible for 21% of transactions, according to
the National Association of Realtors. By 2010, the number of
women-headed households is expected to rise to nearly 31 million,
representing about 28% of the U.S. total, according to a 2003 Fannie
Mae study.

Women are main decision-makers when it comes to buying a home

David Powers Homes research indicates nearly 80 percent of the
home-buying decisions in its price range ($180,000s to $500,000s) are
made by women. However, most buyers are couples who ultimately agree
on the largest investment of their lives. Therefore, home builders
must design, build and merchandise their products to appeal to both
men and women.


demographic women 25-54
marketing to women
marketing  "women 25 - 54"
marketing to women 25 - 54
marketing to women "real estate" OR homes OR houses
tv audience OR advertising " women 25-54"
women buying OR purchasing "real estate"  OR house OR home
women decision buying OR purchasing "real estate"  OR house OR home
women purchasing power

Request for Answer Clarification by sam_lee_ca-ga on 31 Jul 2006 10:21 PDT
First off well done.  It has taken me most of the weekend to work
through your work and that is a great thing.  I only have one
clarifying request...
NY Times Misses The Point On 18-34 Audience Value

This is a good metric that I am using in my proposal, but I am hoping
you have a second more recent source for these or similar metrics. 
Reason why I am requesting these, is that it is well known
qualitatively that the advent and penetration of DVRs into the market
have changed the viewing habits of the overall viewing population.

After that... this is a 5 star Answer.

Clarification of Answer by czh-ga on 31 Jul 2006 15:36 PDT
Hello again sam_lee_ca-ga,

I?m glad to hear that the information I found is useful. I?ve found
lots of additional resources for you on the emerging changes in TV
advertising because of the changing technologies. I?m providing you a
selection of white papers, news reports and blogs filled with current
and projected statistics for evaluating the emerging landscape for
target marketing on TV.


~ czh ~
July 10, 2006
Spots to Rule Upfront Prices
Ratings for Ads Will Drive Next Year's Deals

With the ink barely dry on this year's upfront television advertising
deals, networks and ad buyers are bracing for huge changes next year,
when they'll be able to base price negotiations on how many people
actually watch commercials.

Nielsen Media Research agreed last month to provide broadcast networks
with new data that counts the average audience during each program's
commercials. The new data is designed to satisfy advertisers who are
demanding to know not only who is watching the shows they sponsor, but
how many of those viewers stick with the commercials.

Agreeing to set ad prices based on the number of viewers who watch
commercials doesn't eliminate one of the questions that slowed this
year's upfront sales: how to account for DVR use.

News: DVR owners don't time-shift all that much
Views: Guess that means I'm in the minority

With so much talk these days about digital video recording and
time-shifting and their potential impact on the traditional ad model,
I was taken aback a bit last week by the results from a study from
Total TV Audience Monitor.

Total Adult Out-of-Home Audience Up 20% From 2003 
43.7 Million Persons 18+ Watch TV in Unmeasured Out-of-Home Locations 

The end of television as we know it
A future industry perspective

(This is a 27-page research paper with lots of tables and statistics
that might be useful for your presentation.)

March 8, 2006
tv's new economics

Though younger technologies such as Ipods and cell phones signify the
emerging digital era in the popular imagination, the transformation of
television from a broadcast medium offering limited channels to a
digitally enhanced environment of (apparently) infinite choice may be
far more significant in social and historical terms. Today?s Forum
will examine the changing economic base of American television, the
role of audiences and audience-measurement, the broader role of
consumption and advertising in the evolution of American television.
Our speakers are renowned for their mastery of this complex economic
and demographic history.

Testing, Testing
The old, 30-second formula for TV ads is on its way out. But what will replace it?
July 10, 2006; Page R6

When in comes to advertising on TV, "spray and pray" is yesterday's
news. Now, marketers are frantically trying to find a replacement.

Lost Remote takes issue with the status quo of television. Technology
is changing fast, and a new generation of TV viewers is demanding

(Lots of current information about targeted marketing and market segmentation.)

TV Is Changing And TV Companies Better Follow

Storck began with a numbers-heavy presentation that revealed many
insights from various studies about the use of TV and the DVR:

Search for < dvr > brought up several relevant results. I suggest you
explore further to find results to help with your presentation.

TiVo: TV your way
TiVo Turbulence Changes Broadcast TV
(This is a 4-page paper with lots of statistics.)

July 17, 2006
Asking For The Order: DRTV Reconsidered

Many brand marketers have long regarded direct response television
(DRTV) as the backwater of advertising ? home to the Chia Pet and The
Clapper. In reality, DRTV is a thriving medium and comes closer to
representing the future of advertising than does the 30-second spot.
Built to engage consumers and get them to act as quickly and
decisively as possible, DRTV has a distinct advantage when it comes to
breaking through advertising clutter. While video on demand (VOD),
interactive TV, and other new channels promise to change the shape of
advertising, many are still in a nascent form, making them
unattractive to some senior management. Smart marketers are using DRTV
? in conjunction with emerging media channels and technologies ? to
bridge the gap today while positioning themselves and their brands
better for the future.
sam_lee_ca-ga rated this answer:5 out of 5 stars and gave an additional tip of: $15.00
After a bit of a stop/start... my question was answered in full.  The
data was used to win the approval to go ahead.  Well done.

Subject: Re: Effect On New Home Purchase Decision Women 25 to 54
From: myoarin-ga on 27 Jul 2006 04:48 PDT
I won't be able to answer your question in any way, even as a comment.
A Researcher had a lock on your question, but seems to have given up.

I think the parameters of 25-54 age for the women and the focus on
California and specific markets in California could be the problem.

The ages group 25 to 54 covers a very great portion of the women
involved in house buying decisions.  A younger group hardly would
exist.  The over-54 group would have some different priorities in
making a decision  - maybe less interest in chidren's rooms and about
garden use/size -  but the older ladies in the 25-54 age group might
have similar priorities.

Thus it seems to me that this parameter is of little significance and
could be dropped.

Similarly, I wonder if the situation in California is much different
from that elsewhere in the States.  If you have reason to believe that
it is, then of course, an answer must stick to the areas you ask
about.  If it is more important for you to have an answer, even if it
is less localized, a clarification of that could help.
But your question is really about women's "decision making power",
which could be two things:
their independent decision making power as sole decision maker
(primary earner, single woman, holder of the major assets in a
partnership):  a decision about the entire choice, where, what, how
how great their share/influence is in a couple's decision, which would
seem to be an rather different type of decision power.  (I have once
read that the woman's influence is very significant.)

If this attempt to understand "decision making power" is off track,
please say so and clarify just what is meant.

Perhaps the above suggests other ways to clarify the question.

Just trying to be helpful, good luck, Myoarin
Subject: Re: Effect On New Home Purchase Decision Women 25 to 54
From: czh-ga on 10 Aug 2006 01:04 PDT
Hello sam_lee_ca-ga,

I'm glad the information was useful. Thank you for the five stars and nice tip.

~ czh ~

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