Central Ohio women make more "family comfort" decisions.

Scarborough Research is a good way to get a “snapshot” of local purchasing and media buying habits.

Take heating and cooling decision makers for example. Of those persons in the Columbus DMA who made a decision to purchase a furnace or air conditioner in 2009, there is a quantum leap between gender and target age groups. The older the age, the more likely the HVAC decision will be made by a woman.

21.3% of all purchases are made by men 18-34
5.7% are made by women 18-34

29.7% are made by men 35+
43.3% are made by women 35+

9.3% are made by by men 50+
32.8% are by women 50+

Conclusions:
HVAC decisions for first time home buyers are predominantly made by men. For “Move-up” home buyers with growing families, the decision clearly shifts to women. The shift to women as the purchase decision maker is even more dramatic in “empty nester” older households.
– by Carol Barret, Media Director

Are you in touch with your brand's feminine side?

More and more companies are refreshing their brand face and voice to reflect their feminine side. Studies show that women are the key household decision-makers. A good example of a company that is recognizing that fact is Virginia Homes. As seen on their website: “Our woman-centric approach is rooted in a keen appreciation for how women differ from men in their purchase decision process.” Virginia Home's 10 Insights About Women shows their brand is woman-centric savvy.

In summary, women are the key household decision-makers. When it comes to deciding on major home purchases, managing household finances, and other decisions, women are very much involved and often are in charge. Recognizing this fact is an opportunity for industries servicing the home to refresh their brand for this very important audience.
– by Marcie Gabor, Principal