Business women are the primary decision-makers in their
households fully two-thirds or more of the time when purchasing a
variety of goods and services for their homes -- such as telephone
services, television/cable services, and insurance policies, as well
as clothing. In addition, they take the lead in selecting Internet
service providers more than half of the time.
These findings, from a new report by the National Foundation for
Women Business Owners (NFWBO), demonstrate the economic impact of
working women. The report is based on a nationally representative
survey of women entrepreneurs and women employees that was sponsored
by AT&T and the Principal Financial Group.
"The study also identified significant differences between the
consumer practices of women business owners and women employees,"
explained Lois E. Haber, NFWBO immediate past chair and president
and chief executive of Delaware Valley Financial Services of Berwyn,
Pa. "Women business owners are more likely than women employees to
purchase online, invest in stocks and bonds, and pay for services
that make their lives easier."
Women business owners and women employees are both active
Internet users. "Six in 10 women business owners and women employees
say they use the Internet with some frequency," explained Esther
Silver-Parker, president of the AT&T Foundation. "Three-fourths of
business women who use the Internet are going online to gather
information prior to making purchases."
The most frequent online buys for business women are leisure
items, computer equipment and travel reservations. One-third of
women business owners and women employees who make acquisitions
online also conduct banking transactions and paying bills online.
"However, women business owners are more likely than women
employees to make purchases online," added Silver-Parker. "A 57
percent majority of women business owners who use the Internet have
purchased products or services online, compared to only 40 percent
of women employees."
Andi Donaghy, assistant director for individual marketing for the
Principal Financial Group, noted "business women are also active in
the investment arena. The NFWBO survey shows that women business
owners are significantly more likely than women employees to invest
in stocks and bonds; nearly three-quarters (72 percent) of women
business owners have investments in stock, bonds or mutual funds,
compared to 58 percent of women employees. …