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So Long Soccer Mom? Carmakers Shift Marketing Aimed at Women - AdvertisingAge

A December 2012 study conducted by Pulse Opinion Research on behalf of the Alliance of Automobile Manufacturers showed that women spend $300 billion a year on new and used vehicles and accessories. For the first time, they also outnumber men in holding driver's licenses: According to a 2012 University of Michigan Transportation Research Institute study by Michael Sivak, females hold 50.4% of driver's licenses, compared with 49.6% by men.