Women are less likely than men to say they are interested in news, reportedly have fewer media subscriptions and allegedly churn more frequently than men. One highly cited reason for this apparent disengagement is the fact that women and their unique perspectives are missing from media coverage. In fact, women represent only 25% of people seen, heard or read about in news coverage, and are less likely to think they are covered fairly in the media. 91% of women also feel misunderstood by marketers, despite being responsible for the majority of purchases within households and representing a growth market twice as big as China and India combined.