Gardeners were more likely than the general population to be 45 years or older. Again, these findings are consistent with other published information. Gardeners were 21 percent more likely to be married than the average population, and also more likely to have completed college. Even more likely is the fact that gardeners have attempted or completed graduate studies. Gardeners are also more wealthy than the average American.
Gardeners are more likely to own their home and a second vacation home.
Targeting female gardeners Because female gardeners outnumber male gardeners nearly 2 to 1, and because many male gardeners are the spouses of female gardeners, it is important to target the female gardener as the most important segment of all customer groups. Understanding other activities the female gardener is involved in may help advertisers more efficiently reach this target customer group. The Simmons study gives some insight on activities female gardeners like. Socially, female gardeners are more likely to be involved in sports, activities and organizations that are reflective of their relative wealth. They are at least 22 percent more likely to engage in sailing, power boating, skin diving and golf.