Hispanic & African-American Women's Shopping Attitudes, July 2013 [TABLE]
24% of women agree that advertising is an extremely or very important source of information when choosing brands, according to the 5th wave of “Women, Power & Money” a study developed by Ipsos MediaCT with FleishmanHillard and Hearst Magazines. Interestingly, though, that figure goes up to 38% among Hispanic women and 37% among African-American women. That’s one of a few results that appear to show a similarity in attitudes between these two key segments.
While Hispanic and African-American attitudes differed from the average, the researchers are careful to note that the “skews presented reflect generalizations and tendencies that do not apply to every member of the segment” and that these groups “share many of these commonalities with younger women in the US and around the world.” Read the rest at MarketingCharts.