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A Note to our Partners

Women are earning, spending, and influencing spending at a greater rate than ever before.

Women account for a huge PERCENTAGE in consumer amd business spending in Lagos, Nigeria. It is expected that they will control a large percentage of consumer wealth nationally as the economy development progress.

Women make or influence 85% of all purchasing decisions.

Women influence the purchase power of over 73% of traditional male products, including automobiles, home improvement products and consumer electronics.

43% of products typically marketed to men are purchased by women for them.

But 91% of surveyed women say that advertisers don't understand them!

92% of women identified themselves as the primary shoppers for their households.

85% of women talk/discuss and recommend products & brands whose reputations they approve of. High on the list are their preferred Bank, Telecomm networks, Consumer household products etc.

Another 70% talk and discuss about brands or products they boycott and dislike.

64% of women ask other women for advice before they purchase a new product or service.

 
  • 63% of all women surveyed consider other women the most credible experts when they have questions.
  • Women mention and recommend brands an average of 73 times per week compared with just 37 times per week among males.
  • Women make 80% of household healthcare decisions. High on this list are preferred hospitals, pharmacy stores, Health insurance, on the counter medication brands purchased, etc.
  • 49% of surveyed SMEs are owned by WOMEN in Lagos.

Recognizing the power & influence of women needs to be a top priority for media buyers if they are going to tap into the market’s full potential.