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Wired Woman [adjectival noun]: Digitally confident, hyper-connected, socially influential, and device-laden, über online shopper.
Building off of a strong SXSWi presentation and extensive research, this piece explores the shopping behaviors of Chinese Women and draws global parallels in an effort to outfit readers with the data they need to meet this trend head-on.
Women are fast becoming one of the largest economic forces in the world. It’s estimated that women control $20 trillion in annual consumer spending, a figure that could climb to $28 trillion by 2020.
Within this group, there is a growing percentage of highly influential, digitally empowered women shaping trends for online behavior. We call them “Wired Women.” And nowhere are these women more digitally savvy than in China, where a staggering 15 percent said they would rather give up seeing their families for a month than their mobile phones.
With so much spending power, how can brands access China’s Wired Women? To start, we’ve identified three of their key consumer behaviors: Self-Education, Demonstration, and Management.
Written by Evelina Lye (Regional Marketing Lead, APAC), Padmini Pandya (Strategic Business, Planning, APAC) and Sue Su (Manager, Marketing Strategy & Analysis, China)