The phrase "primarily responsible or involved" - as opposed to just "primarily responsible" - hides a lot. It's being spun as "women are making more purchasing decisions than men", but I don't think that's what it says. If a couple discuss what to buy, then both are involved; yes, it means there are merits to advertising to both men and women, but that's not the same as saying that you *only* need to advertise to the women.
Would it be this big news if they just said "In 95% of families, women are involved in deciding how money is spent..."?
The other thing is that these are individual items - one per person, not one per family. It's not that surprising that each person would make the decision on their own phone etc. - nor that they'd pay their own bill.
It'd be interesting to see a more detailed break down of the statistics - of course, these will rarely make the press release, especially if they don't say what the person writing the press release wants them too.