A high proportion of older women and men have a tablet and they are using it to connect with their world, but they often do not think of it as technology. Indeed, 96 per cent are solely or jointly responsible for big spending decisions. It is important to remember that all purchasing decisions are based on emotional as well as rational influences, so we maintain a subtle aspirational feel in our advertising to this demographic, demonstrating a strong proposition that meets both their financial and lifestyle needs. Almost three-quarters 72 per cent say it is important to treat themselves, while 60 per cent say they deserve to do so once in a while. Forget about the spec, gigahertz, the difference between ROM and RAM, and instead focus on the role technology plays and how it can make a difference. Leave a comment Cancel reply You must be logged in to post a comment. Lists are essential and the majority 72 per cent determine what they are going to buy before they leave the house, which Wigginton says is a result of the economic downturn and wanting budgets to go further. But when you consider that 93 per cent of women aged 40 to 60 make all or most of the financial decisions in households, it might be time to reassess. Changing labels The notion of being a housewife is also outdated.
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