A new report by SheSpeaks online community shows that single women and married women behave markedly differently when acting as consumers.

Since many studies categorize women by age rather than marital status, this finding may have a significant impact on how marketers choose to target their consumers. Instead of one campaign for the under-25 set and another for the 25-35 group, marketers might lean toward creating campaigns based on singles vs. marrieds.

>    Married women are more likely to shop for deals and to compare brands to make sure they’re getting a superior product.

>    Single women, by contrast, are much more likely to make statements like, “I love to spend” and to follow through with those promises, as shown by the marked difference in clothes spending. 43% of singles spent over $1,000 a year on their clothes; 40% of married women spent less than $500 annually on theirs.

>    Married women are also more likely to use coupons and abstain from budget threats like vacation travel. Sixty-three percent of married women always use paper coupons while shopping, and a fair portion of these – 39% – say they always use printable online coupons as well.

>    The one similarity was that both groups claimed price as the “top driver” when they choose what to spend money on. However, the study didn’t ask whether the decisions were based on whether a product was highest-priced or lowest, which may show some problem with the data. For example, a single woman who spends more on clothes might see a high price tag as a sign of status, while a married woman would prefer a lower priced item. Both see price as a “top driver.”