Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Religion Gains Importance in Women's Lives

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Religion Gains Importance in Women's Lives

Article excerpt

Study after study confirms the greater importance of religion in women's lives than in men's. Since 1962, Gallup polls have shown women to be at least 10 percentage points more likely than men to say religion is very important in their lives (the only exception was 1990, when women and men were nine percentage points apart). From a peak of 78% in 1965, the percentage of women who consider religion "very important" in their lives dipped to a low of 62% in 1990 and has been climbing again, to 68%, in March 2002.

Men, by comparison, began at a high of 65% in 1965 and reached a low in 2000 of 47% (48% in 2002). The current gender gap on this issue is 20 percentage points. More than seven in 10 women (72%) believe religion can answer most or all of today's problems, compared with 59% of men who feel this way. Women's confidence in religion's ability to address current issues has been steadily increasing since 1995.

In addition to differing attitudes toward the importance of religion, women and men exhibit different behavior in their religious observances and other spiritual activities. Women are nine percentage points more likely than men to have attended a religious service in the past seven days (48% of women and 39% of men have done so). Women's attendance at services has remained relatively stable over the past 50 years, with a dip in the 1980s, and a gradual increase in the 1990s and 2000's.

Four in 10 women (43%) say they read the Bible weekly or daily, compared with 29% of men who read it as often. Women are also more likely than men to report feeling close to members of their congregation: 51% of women have a best friend in their religious congregation, compared to only 35% of men who have a best friend there. …

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