Affluent Women Dramatically ‘Multiply’ Major Purchases with Word-of-Mouth

Marketing Charts, October 22, 2008 — A new subset of affluent women dubbed “Marketing Multipliers” spends twice as much as other affluent women on consumer electronics and fashion, and uses dramatically more online and offline word-of-mouth to drive increased purchases, according to a study from the New York Times Company.

Based on qualitative interviews and a survey of more than 3,000 women with household incomes of at least $100K, the research identifies a combination of extensive social networks, past recommending behavior and personality traits that differentiate influential Marketing Multipliers from other affluent women.

“In a time of tight marketing budgets and an increased focus on return, this study provides advertisers a much better understanding of consumers who are... continue reading