March is Women’s History Month, and we’re celebrating the women of the United States here at MRI-Simmons with a look into their attitudes and opinions within a few of our psychographic and lifestyle categories.
Women are often called the backbone of the family, with nearly 9 in 10 saying that spending time with their family is their top priority, and a similar amount say that they prefer to spend a quiet evening at home instead of going out. Their home is an expression of their personal style (77%), and the same percentage are always looking for new ideas to improve their home. 4 in 5 say that they enjoy maintaining traditions, and more than 3 in 5 say that their cultural/ethnic heritage is an important part of who they are.
But that’s just one facet of women today. Did you know that 96% of women say that it is important to continue learning new things throughout your life? And 84% say they like to learn things just for fun. 80% consider themselves optimists, and nearly 4 in 5 say that traveling to foreign places is a great way to learn about other cultures. 9 in 10 say that they are willing to take charge to get things done, with 89% say that it is important to feel respected by their peers. Over ¾ say that, given the choice, they would be their own boss, 75% say that they feel it is important to share their opinion, and 73% say they like to challenge themselves by doing new things.
Sometimes these new things involve food options. 7 in 10 women say that they enjoy being creative in the kitchen, with 2/3 saying that they really enjoy cooking. Food brings the family together, according to 76% of women, and 85% say they cook meals frequently during a given week. But nutrition and health are key here too. 87% pay attention to their nutrition, and 84% believe in a healthy lifestyle instead of traditional dieting. 83% like to see healthier options at fast food restaurants, and 82% say they are always looking for new ways to live a healthier life. Fresh foods are a part of this trend toward healthier eating, with 77% saying that they prefer cooking with fresh food rather than canned or frozen. Physical and mental health are important too – 2/3 say they do some sport or exercise at least one a week, 80% go to the doctor regularly for checkups, and 69% say they make sure they take time for themselves each day.
Women are not only the heart of the household but also have considerable financial power and acumen as well. Over 4 in 5 say that investing for the future is very important, with 85% saying that they are careful with their money. Case in point, 84% say that they would rather save up in advance of a purchase than borrow money and be in debt. And because they are continuous learners, it comes as no surprise that 78% of women say that they like to know as much as possible about a financial service/investment before they commit to it. Along these lines, 83% say that they like to shop around before making a purchase. Being on top of their financial situation is important as well – nearly 9 in 10 know how much is in their bank account at any one time, and 85% say that they know their credit score. Retirement plans are also on the horizon, with 84% of women saying that financial security after retirement is the responsibility of each individual.
And that’s just the tip of the iceberg on the attitudes, opinions, lifestyles, and behaviors that MRI-Simmons collects about adults in our quarterly releases of the MRI-Simmons USA Study. With this data (along with our quarterly digital Connect data), you can profile your targets, go right from building the profiles to activating on them, or talk to our custom team about building segments around your targets.