They engage in hiking and camping and belong to environmental organizations and regional development committees more often than the general public. Female gardeners take special interest in the appearance of both themselves and their homes. They diet and exercise at a higher rate than the average female population. They tend to gather ideas and recipes from magazines. To female gardeners, the kitchen may be the most important room in the home.
Family is important to gardeners.
Yet, female gardeners state that they feel as if they neglect their families because of other work. Female gardeners are more likely than the general public to purchase products from advertisements in magazines, newspapers, catalogs, and direct mail pieces. They buy books, computer software, fruit and nuts, toys and other items at a 19 percent higher rate than the average consumer. The Simmons Study also shows that gardeners buy garden equipment, seeds, bulbs, trees, plants and workshop tools over the telephone, Internet and mail at rates at least 47 percent higher than the general population. Gardeners read many magazines listed in the Simmons study at a rate higher than that of the general population.