Proficiency

Facts & Figures

Most office marketing is designed by men for men.
Most office buying decisions are made by women. . . .

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Is gender not worthy of serious consideration when developing new products and marketing campaigns?

What women want
in the office.

They want eco-friendly products and services; want to order online; want packaging waste collected and recycled.

2007 Office Buying Survey results

29 June 07
Here are the headline statistics just in from the Proficiency Index survey of UK women office buyers, primarily user choosers with executive power and influence*. The latest research in the USA and UK indicates that women are responsible for 84% of office buying decisions.

Brands

89% of women prefer recognised quality brands when buying office supplies

11% of women accept suppliers substituting brands for alternative products

Catalogues

72% of women think that stationery catalogues are 'boring, dull and lifeless'

67% of women preferred matt to shiny pages

65%+ of women found the index poorly laid out, lifeless and not user friendly.

58% of women prefer a wide choice (8000+ lines) but not a heavyweight book

Manufacturers

Only 8% of women think office product manufacturers had them in mind when designing products

78% of women think most office products' packaging is 'difficult to open' e.g Post It Notes

89% of women think many office products carry excessive packaging.

Suppliers

63% of women prefer to order their office supplies online at their convenience

37% of women surveyed confirmed they purchased online after 9pm for their business

72% of women would value their provider collecting and recycling waste packaging

63% of women would prefer to use an environmentally friendly office supplies provider

71% of women dissatisfied with office products supplier will change supplier rather than complain.

66% of women disappointed about being patronised by salesmen when buying office furniture
76% of computer consumables are bought by women yet 51% think the selection process is confusing
Office Behaviour
92% of women love choosing their own stationery

72% of women use colour to organise and brighten offices

67% of office furniture is bought by women

75% of hygiene and catering supplies are bought by women

US/UK Research (DDB Worldwide/Trendsight)

84% of office buyers are women
44% of small businesses are women owned…71% of new businesses started women

Note * UK Office Buyer Survey sample: 642 office buyers in London, Birmingham, Leeds, Cardiff and Edinburgh. Research was conducted in May and June 2007. Typical buyers were user choosers (not junior receptionists or professional buyers) in SME's, businesses with 10-1000 employees. For example, office managers, secretaries/PA's, financial managers, IT specialists, facilities managers and directors of small companies.

The full comprehensive report will be published in readiness for the Rethink Pink 2008 marketing to women conference in March 2008…theme to be announced shortly

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