Study: 80 percent of men make sole or key purchasing decisions

In case you’re pouring your marketing dollars into the mom market, a consulting firm wants you to know that dads buy things, too.

A new study confirms what I (and Walt Whitman) have asserted all along: We contain multitudes.

Jacobs Media’s “Marketing To Men” survey reveals that 30 percent of men are single, and more than 80 percent of men make the sole or key purchasing decisions in their households.

Furthermore, 60 percent of women say that a recommendation from a spouse factored into their decision in making major purchases.

So much for the stereotype that men don’t make the purchasing decisions around the house.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.