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The Female Canadian Consumer Insight and AskPatty.Com

Published May 2nd 2010, 4:00am by Jody DeVere in Featured Articles

Ap_Toronto-canada-by-jeltovski-at-morguefile_archive_display_130673 Recently expanded into Canada and so, as the Director of Business Development for, I have been interacting with many of the businesses in that country.  Having worked in Canada for many years, I am very familiar with the Canadians and with the Country. However, given the social and economic changes that women have experienced in the United States over the past decade, I thought it would be interesting to see the impact of women in Canada.

Not surprising, women in Canada are also a huge influence both economically and socially which is very much like the women in the United States.

This information was found in the Statistics Canada Web site and their Publications.  (Note that the Canadian census takes place every 5 years.)

  • Ap_maple_leaf-by-earl53-at-morguefile_archive_display_67613Women comprise over 50% of the entire population of 34 Million residents
  • They represent about 50% of the workforce outside the home
  • They influence around 66% of ALL the consumer purchase decisions for the household THIS INCLUDES AUTOMOTIVE
  • They typically are the person to take the family vehicles in for the routine service maintenance
  • In 2007, women made up almost 61% of all university graduates up from 56% in 1992.
  • More moms are working:   By 2004, 65% of all women with children under three years old were employed, more than double the figure in 1976.
  • Women continue to earn about 70% of what men earn in the workplace but they continue to make strides.
  • A majority of women continue to work in traditionally female occupations.

As I compared the statistics about women in the United States it was very apparent that women in both countries make a huge impact on the economy and on the family unit. 

Ap_computer-by-wcizmowski-at-morguefile_archive_display_16763Canada has one of the highest rates of Internet usage in the world.  Canada is a world leader in Internet adoption, time spent online, and electronic banking and bill payment.  Canadians are also using the Internet to make purchases and to research information before that purchase at one of the highest rates in the world.  And 50% of this Internet usage is by women.   Most Canadian women are time challenged and avail themselves to more and more services that allow them to provide balance to their lives and to their families and, of course, are looking for convenience.

Everyone wants the best service or product for the best price.  The woman consumer in Canada is also seeking to be treated with dignity, with respect, and with fairness. 

Ap_kananaskis_country_morguefile-archive-display-187784Now that the AskPatty.Com Certified Female Friendly Program(R) is in Canada, we are certain that these women will find these certified automotive retail locations a great place to take their business and become loyal consumers of their products and services.


Creative Commons photo credits: 
Toronto, Canada photo by Jeltovski,  maple leaf by Earl53, computer by wcizmowski, and Canadian countryside by Kananaskis_country at

Patricia_Roberts_GM_askpatty Patricia J. Roberts Director of Business Development

Prior to joining AskPatty.Com, Patricia Roberts was the General Director- Women's Retail Initiative on the General Motors Vehicle, Sales, Service and Marketing Staff in Detroit, Michigan.  She was responsible for programs to increase the number of females in retailing for General Motors.  This included the recruitment, training and appointment of female dealers, working with dealers to attract more women into automotive retailing positions, and to provide an enjoyable selling and service experience.

Patricia has more than 39 years of experience in the Automotive Industry to include increasing the number of women who own, who work in, and who shop in automotive businesses. 



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