Topline analysis

• Women with kids living at home (New and Experienced Moms) or those who have recently entered into stable relationships
  (Me to We lifestage) are more likely than other lifestages to consider it important to obtain information on Financial Products and Services. Marketers can connect with these women by helping give them the confidence to make tough financial decisions and by demonstrating that they understand their unique family needs.
• When women seek information on Financial Products and Services, they're most likely to be looking for expert opinions and information that provide peace of mind that they are making sound decisions in the best interests of their families' needs.
• Word-of-mouth surrounding Financial Products and Services is more likely to happen in the offline world, based on the greater influence of experts and family and friends in this category. Offline word-of-mouth can be encouraged by providing online resources to support the process, considering company web sites are the third most relied on resource for information in this category.