Contradictions and Complexities of the Irish Female

7,074 views
6,939 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
7,074
On SlideShare
0
From Embeds
0
Number of Embeds
331
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Contradictions and Complexities of the Irish Female

  1. 1. Welcome – Kay McCarthy, MD MCCP
  2. 2. MCCP – local experience /Global Brands
  3. 3. Understanding (& loving)Contradictions
  4. 4. Women – why not? 2,300,000 cohort & growing
  5. 5. Women – why not? More Purchasing Power From work force to home Age cohorts Work force by gender 2011 35 – 64 : women leave the workforce Actual no.s Source: CSO 2011
  6. 6. Women – why not? 54% of new car purchases 60% of new 51% of P.C home purchases purchases What do women influence? 59% of 60% of pharmaceutical food purchases purchases Source: ireach Research June 2011
  7. 7. Women as Power Influencers… % Women are more likely to share information about appliances (80%), restaurants (78%), cars (74%), & entertainment (72%). Least likely to share information about toys (34%), baby care products (32%), & fashion jewellery or accessories (30%). Method Source: MCCP Trendstream/ Ipsos/Harbinger 2010
  8. 8. New Questions, New Models? How to get bought by females? Consumer Human Shopper Source: ireach Research June 2011
  9. 9. Understand the context Unemployment: Male skew ; 2010 v 2000 Unemployment by age by gender Men twice as likely to be unemployed Source: CSO 2011
  10. 10. Understand the context... Number of Births Age Source: CSO 2000, CSO 2010
  11. 11. Under Pressure… Women feeling the pressure 36% of women vs. 33% of men feel that the economic downturn has had a high impact on them. Source: MCCP Trendstream/RedC Research Crunch Tracker June 2011
  12. 12. Turning to technology… Technology is enabling them 62% of participating mums agreed that labour-saving devices free up their time when at home so they can spend more quality time with their children compared to previous generations. Source: Irish Examiner (March, 2011)
  13. 13. Examples of 3 Contradictions
  14. 14. Family health is a priority Family Health Family health No. 1 Source: JUSTASKMCCP survey 2010
  15. 15. But so is home happiness Keeping Everyone happy
  16. 16. Bargain hunting behaviour Budget & bargain hunt Budget Best
  17. 17. But Don’t want to compromise Brand, Quality
  18. 18. Friends and family are key Family & Friends Source: JUSTASKMCCP survey 2010
  19. 19. But with the ‘self’ as core Personal Respect Source: JUSTASKMCCP survey 2010
  20. 20. Women – Values based New Priorities – Individual & Family 1. Freedom 2. Respect 3. Family 4. Friends
  21. 21. ‘Self’ must be treated Coping : ‘Me’ Priorities 25% of women report that they spend as much on their hair now as they did pre-recession. 79% of the women said they would go on a spending spree to cheer themselves up.
  22. 22. Resulting in new copingbehaviours Coping Emotional led Behaviours Control Justification Reassurance Reprioritisation
  23. 23. Resulting in new copingbehaviours Shopping Rational led Behaviours Store Carouseling List Making Deal Hunting
  24. 24. Socially empowered Social Power Even though the internet population is more male than female Women spend more time online than men (hrs per 45% 52% month) 22.9 24.8 Source: MCCP/ Comscore Women on the Web June 2010
  25. 25. New Social Power Women love social Women spend more time on social networks Women spend 5.5 hours a month on social networks, this is compared with 4 hours for men.Source: MCCP/Comscore Women on the Web June 2010
  26. 26. New Buying Power E- Commerce power Women spend an average of €1470 a year online shopping for a range of items Clothes Flights Cosmetics What do they buy? DVD’s, Concert CD’s, Tickets Books Source: MCCP Trendstream boards.ie The Ladies Lounge
  27. 27. Women – how? What does all this mean for Brand Owners & Marketers?
  28. 28. Women – how? Complexity They don’t always do what they say…Use new means to understand them Use ethnographic research Use observation Use story telling and emotional probes and narrative techniques
  29. 29. Understand & use the‘contradictions Some examples Needs … Healthy & Tasty Control Spend & splurge Justify Me & loved ones Reassure Value & Reward Re prioritise
  30. 30. Women – how? Understand them in their many roles – remember the sweet spot Consumer Human Shopper Source: ireach Research June 2011
  31. 31. Women – how? Find & Embrace the inherent contradictions & leverage them to your advantage
  32. 32. Thank youAny qs please contactkay@mccp.ie/+353 1 6350030

×