• 78% of women in the US use the Internet before making a purchase
• Women account for 58% of all total online spending
• 33% research products and services online before buying offline

• Women influenced $90 billion of consumer electronic purchases in 2017
• The average American woman is expected to earn more than the average American male by 2028
• Women account for $7 trillion in consumer and business spending in the United States

Women make or influence 85% of all purchasing decisions, and purchase over 50% of traditional male products, including automobiles, home improvement products, and consumer electronics.

The digital sphere saw huge domination from Black women with the expansion of such movements as “Black Twitter.” The report analyzed data that saw that women of color, particularly Black women, had the most economic control, with spending power being in the trillions.

Asian women who don’t see themselves represented look at outlets such as YouTube to see those like them as influencers in industries such as beauty and fashion. Asian women seek inspiration from Korean and Chinese beauty trends in big-box retailers, with major brands tapping these women who are viewing YouTube videos for advice on how to better suit their purchasing needs. US-born Asian women were most interested in products catered specifically to them.

With Latina women graduating at higher rates and entering the workforce in large numbers, their multi-generational influence gives more insight into how they are spending their money. The study showed that Latina women saw themselves as 100% American and at the same time 100% Latina. Though they are modern and adapt to trends they see in the country, they are keen on keeping the tradition intact.