GEN­DER BEN­DER

Finweek English Edition - - MONEY -

Fe­male buy­ing power has shown par­tic­u­larly ro­bust growth in a num­ber of con­sumer buy­ing pat­terns, ve­hi­cle sales among them. An­other area in­di­cat­ing the growth of the fe­male buyer is in con­sumer mag­a­zines where women’s in­ter­est mag­a­zine circulation fig­ures out­strip men’s in­ter­est by more than a mile and show a sig­nif­i­cant, if not dom­i­nant, black read­er­ship.

Let’s put this into per­spec­tive: black adults (those aged 15 and over) to­tal around 29m, mak­ing up 78% of the adult com­mu­nity in South Africa, 52% of whom are fe­male. It could be this higher per­cent­age as well as em­ploy­ment eq­uity leg­is­la­tion that have as­sisted in el­e­vat­ing the fe­male buyer above her male coun­ter­part. So it should come as no sur­prise that the property mar­ket is yet an­other area where women are mak­ing their mark, with black fe­male own­er­ship fig­ures of 34.7% cur­rently out­strip­ping black male own­er­ship at 32.2%.

In­creased pur­chas­ing power and chang­ing gen­der trends are likely rea­sons for the rise in fe­male-only own­er­ship. Ac­cord­ing to Light­stone, when ex­clud­ing the af­ford­able and town­ship mar­ket, black fe­male-only own­er­ship is very much in line with fe­male-only own­er­ship trends within the white com­mu­nity.

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