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1 WOMEN S BUYING BEHAVIOR INDEX II Window shopping goes virtual! Almost 90% of women use PC/laptop/mobile or tablet as most frequent tool for product research GOING MOBILE 70% say they use their phone or mobile device for shopping CELEBRITIES actually do sell 47% admit to buying a product because it was endorsed by a celebrity is a girl s best friend when looking for cool TRAVEL destinations. 62% of women are turning to social media for vacation ideas, with 69% of those who do relying on Facebook friends, 49% looking to blogs and 40% getting inspired by APRIL 2013

2 The SheSpeaks/Lippe Taylor Women s Buying Behavior Index provides context and insight into the key drivers of shopping and purchasing from a woman s perspective. Taken from a survey of over 2,000 women nationwide, this report uncovers how women are feeling about everything from family finances and disposable income to how they are using digital and social media to browse and window shop. This is the second quarterly release of data designed to help marketers better understand buying habits and forecast trends of American women. Which categories would you say you're the primary shopper/buyer for your husband/boyfriend? What fashion item are you coveting this season? (Choose 1) Clothing 71% Grooming 69% 33% A new handbag 24% Must-have pair of shoes Healthcare Technology Automotive 5 39% 18% Travel/Vacations Financial service products 51% 29% Designer Jeans 11% Latest in shapewear A particular piece of jewelry 11% 17% If you could only choose one, would you rather spend your money on? (Choose 1) Which of the following have you bought because it was endorsed by a celebrity (or it is a celebrity's brand)? Fitness Classes/ Gym membership 34% Liposuction 1 Makeup 28% Perfume 27% 15% Buying coffee everyday, i.e. Starbucks or Dunkin' Donuts Breast Implants or Reduction Clothes 21% 11% Sneakers/Shoes 12% Haircolor/Hair care Jewelry Botox 4% 21% Alcohol/Spirits 7% 53% WOMEN S BUYING BEHAVIOR INDEX APRIL 2013 PAGE 1/5

3 Which method/device do you use most to research products? Which method/device do you use most to purchase products? I make most purchases... Searching the web on my PC/ Laptop 71% 18% Searching the web/apps on my mobile device/tablet On my desktop/laptop 47% In store 45% Browsing in store 5% Asking friends/family 8% On my mobile device/tablet When do you most frequently do research on products that you buy for personal use? How do you use your mobile device for shopping? I use my mobile device... At home during the day 43% 42% At home at night 53% To find locations/hours $ % To look up/compare prices At work 9% SATURDAY / SUNDAY WEEKEND 7% At home on weekends To find coupons 4 41% To get detailed product information How far do you plan to travel on your next vacation? 45% Regional Vacation Just a car ride away National I/we ll be flying 22% 24% To make purchase directly on my mobile device I don t use my mobile device for shopping 2% 30% International Stay-cation 17% WOMEN S BUYING BEHAVIOR INDEX APRIL 2013 PAGE 2/5

4 What type of vacation are you planning? (Choose all that apply) What is the biggest challenge when planning your vacation? Family See friends/family 43% 29% 31% Beach/Warm Weather Sight-seeing 24% 51% Cost: finding a vacation within our budget Scheduling: finding time when everyone can go 23% Cruise Singles Trip 8% 4% Spa 4% 12% 2% Choosing a location: there are too many places we want to go! 19% 12% Which social networks might you use to help choose a vacation destination? (Check all that apply) What device do you most frequently use to search for travel information and make reservations? 43% Facebook for suggestions from friends about where to go 30% Bloggers who write about their travel experiences Desktop/laptop computer 7 Tablet 9% 25% Pinterest to look at photos of places people have gone for ideas 13% Twitter for suggestions from followers about where to go Mobile phone 5% Instagram for photos of unique destinations 5% 38% WOMEN S BUYING BEHAVIOR INDEX APRIL 2013 PAGE 3/5

5 Have you used any travel apps on your ipad/tablet or mobile device? How much will you spend on your spring/summer vacation this year compared with last year? 22% A travel aggregator (Expedia, Kayak, Hotels.com) Trip Advisor 18% + I'll spend more this year than last year 25% = I'll spend the same this year 40% 17% Local apps about your destination location (Yelp, citysearch, etc.) 1 An airline app ( American Airlines, Jetblue etc.) - I'll spend less this year than last year 15% 9% Travel guide apps (Lonely Planet, mtrip, AAA, etc.) 59% I'm not taking a spring or summer vacation 21% Who makes the final decision in your household on your vacation destination? You 74% 4 Spouse/Partner Children relatives 3% Friends you re travelling with 7% WOMEN S BUYING BEHAVIOR INDEX APRIL 2013 PAGE 4/5

6 PRESENTED BY & WOMEN S BUYING BEHAVIOR INDEX APRIL 2013 PAGE 5/5