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More than half of US women are very satisfied with their relationships with their children (79%), home life (63%), mental/emotional health (59%), and relationships with friends (57%) and romantic partners (55%), according to a recent report by by Ipsos.

On the other hand, less than half are very satisfied with their leisure time (48%), work-life balance (45%), physical health (44%), and careers (41%). Only 28% of women are satisfied with their finances.

Regarding satisfaction with career, work-life balance, and home-life, Gen Y men (age 21-34) report higher levels than Gen Y women; however, Gen X (35-49) and Baby Boomer (50-69) women report higher satisfaction levels than men of their generations.

Below, additional key findings from the report, Women, Power & Money: Wave 5, which was based on an online survey of over 1,000 US women and men, as well as a series of in-person interviews.

Option Overwhelm 

Across all categories measured in the survey, 81% of women and 74% of men are extremely or very satisfied with the products and services they use.

However, despite widespread satisfaction with products and services, there are considerable frustrations with the shopping process: 43% of women agree with the statement "I'm overwhelmed by all the product choices available these days."

Option overwhelm among women is highest in technology and financial services.

Brand Values 

  • Only 32% of women agree with the statement: "All brands are pretty much the same." That figure that drops to 26% among Baby Boomer women.
  • The most important factors (besides price) that women find important when choosing a brand are reliability (87%), trustworthiness (82%), and excellent customer service (81%).
  • Women, particularly Boomer women, are more likely than men to make marketplace choices based on corporate values, such as social responsibility considerations. 
  • Gen Y women skew higher in their interest in rewards and loyalty programs.

About the research: The report was based on an online survey of 1,008 US women and (for comparison purposes) 503 US men conducted in February 2013, as well as a series of qualitative interviews.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji