What is an “Indie Woman”? She’s 27+, single, lives alone,
has no children, and is focused on her career. There are 31 million of her,
constituting roughly a third of all adult women. With a median income of
$33,200 and a college degree, she’s putting off marriage and kids. “This is different from other generations.
She’s no longer settled by the time she’s 25,” says Judy Hopelain, a partner at
Brand Amplitude’s Millennial Marketing Unit. Young professionals “often find
it’s easier to [build their networks and careers] if they don’t have
obligations to others,” adds Eric Klinenberg, author and professor at New York
University. These women are successful. They are the first generation of
women to reverse the ceiling in school and at work. They are 57% of undergrads,
59% of masters degree holders, and 52% of managerial positions. She does want to settle when the time is right.
Settling down doesn’t mean a wedding then a baby anymore, though. Demographic
Intelligence projects the number of children born out of wedlock to rise to 50
percent by 2023, with more than half born to cohabiting couples. With the
average cost of a wedding at more than $25,000, I don’t blame her!
More Fun facts on the Indie Woman:
·
There are actually more Indie Women in the US
than there are married mothers
o 77%
are perfectly happy being single and only 27% agree that they would be happier
than they are now if they had gotten married at age 27
·
They are not crazy cat ladies
o 27%
percent of all women in the U.S. own a cat, while a slightly below index, 26%
of Indie Women, own a cat
·
She will be a major influencer in 2014
o
They
spend more per capita than any other type of woman on dining out, shelter, home
furnishings, new cars/car leases, recreation, entertainment and apparel
o She
spends $50 billion on food/beverages a year
o $22
billion on vehicles (five times more than independent men)
o $20-22
billion on entertainment
·
Her
digital image is just as important as her real life image
o Women 25 to 34 account for 35 percent of
all traffic on the mobile ad network Jumptap
o Women of all ages are much less likely to
click on a mobile ad than men, 0.29 percent vs. 0.53 percent
*SOURCES: ConAgra Foods Survey, Parade Magazine, AdWeek.com,
SheKnows.com and TheCurveReport.com