Advertisers must focus more on women, who now make the majority of buying decisions for cars and consumer electronics, a new book says.
Women are working more, earning more and controlling an ever-increasing proportion of purchasing decisions, according to Marketing to Women.
"A lot of companies haven't realised women are buying two thirds of all cars and the majority of consumer electronics," the book's author Martha Barletta told the Nine Network's Today.
Barletta says because men talk more about stereotypically male products such as gadgets, televisions and cars, retailers assumed they bought more of these items than women.
"Actually, that's not true because what the retailers have found is when they look at all the people in the store, more of them are men, but when they look at the people who are doing the most buying, more of them are women," she said.
But just because women buy more than men doesn't mean they want to feel like they're being targeted.
"You should almost never paint the brand pink ... women hate that as much as men do," she said.
The main difference between men and women as buyers is in the detail, Barletta says.
She said women notice details that aren’t important to men and that "when you meet the expectations of women, you generally exceed the expectations of men".
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