2 Insights Into the ‘Working From Home’ Market
2. Don't Make Assumptions. In addition to the statistics in No. 1, the reasons for working from home may vary greatly. David Bancroft Avrick alludes to one in information the president and CEO of Santa Barbara, Calif.-based Avrick Consulting provides to marketers in May 2014.
"A subset of cohabitants is the millions of caregiver households," he says. "Often, elderly parents are being taken care of by their adult children who live in the same household. It's usually the adult child who makes the majority of the purchase decisions."
While on the subject of households, Avrick says 25 years ago, "45 percent of all households consisted of a married couple with children. That percentage has fallen to 26 percent."
How will marketers use this insight?
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