In another study, by the Boston Consulting Group, women indicated, on average, that they controlled or influenced 73% of household spending. However, men in that same study reported they controlled or influenced 61% of household spending!
Bottom line: Many consumer products and retail firms have relied on the conventional wisdom (the 80% rule of thumb) for decades. They ought to step back and consider what the data actually suggest about today's men and women. Moreover, they should evaluate how the real data might alter their marketing and retailing strategies.