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1. Women ofTomorrow:A Study of WomenAround the WorldJune 2011
When it comes to spending decisions, women are in control! Women control the majority of purchasing decisions in a household and their influence is growing. Women across the world are expanding beyond traditional roles to influence decisions in the home, in business and in politics. Marketers have a massive opportunity to better connect women with the products they buy and the media technologies they use to make a positive impact both in their lives and in the bottom line. So what traditional and new media influencers are most successful in driving women’s purchase decisions? Do women in developed countries think and act differently than women in emerging countries? What concerns do women have now and what do they expect for future generations? Do traditional roles still exist or do men and women share responsibilities equally? Importantly, how can marketers not only reach women more effectively, but how can they create messaging that better speaks to the sentiments and emotions that drive and empower women? To answer these questions, Nielsen surveyed women across generations and from all corners of both developed and emerging economies. Reaching out to 21 countries representing 60 percent of the world’s population and 78 percent of GDP, this study provides insight into how current and future generations of female consumers shop and use media differently. The findings are both enlightening and surprising. One universal truth prevails: women everywhere believe their roles are changing and they are changing for the better.Key Findings: • Across generations women are alike in many ways, but they are also • She trusts those she knows. When it comes to advertising, women trust• 90% of women believe their role is unique. From daughters to mothers recommendations from people she changing for the better. Eighty percent to grandmothers, there are some knows above all other forms. She is of women in developed economies commonalities across watch and most reticent to trust text ads on mobile believe the role of women is changing buy behaviors, but it’s the unique phones. And if she trusts a company, it and of those, 90 percent believe it will differences that savvy marketers need to means a lot. change for the better in all matters understand. from gender equality to politics to • TV is the preferred source to get opportunities in the workplace. • Social media has become an information about new products and indispensable tool. Women are services. Women rely on television to• A vast horizon of opportunities, expanding beyond their careers and get information about products, but as but a plateau of hope in developed homes to influence decisions in both the landscape continues to fragment, economies. The aspirations for future business and politics to benefit others. complementary and integrated generations of women in emerging And they are leveraging social media marketing plans are vital. countries are bright, but women in platforms to solve problems, ask developed countries believe that the • Across 95% of countries, quality is the questions and build communities. same opportunities —not more —will be #1 driver of brand loyalty. The number available to their daughters. • Only 10% of women are highly one driver of brand loyalty across 17 influenced by web ads with social factors in 20 of 21 countries is quality.• Increasingly empowered, increasingly context. Technologies that appeal “Lowest price” doesn’t even make the stressed. Women everywhere are to women’s innate nature to engage, top three criteria among these countries. pressured for time, have little time to connect and multi-task are life- relax and feel stressed/overworked, changers,but social media advertising but women in emerging countries feel has significant room to grow. the strain even more than women in developed economies. EMERGING MARKETS DEVELOPED MARKETS• When it comes to life’s decisions, Brazil Nigeria Australia Japan women want to share responsibility. China Russia Canada South Korea A desire for male/female shared responsibilities in all matters from India South Africa France Spain childcare to car purchases is echoed Malaysia Thailand Germany Sweden everywhere, but breaking down some Mexico Turkey Italy United Kingdom barriers in emerging countries continues. United States Copyright © 2011 The Nielsen Company. 1
90% of women believe Education for children is a top priority for women in emerging countries In which ways do you expect to allocate any additional money you have earned ortheir role is changing expect to earn over the next five years?for the better. 85Better access to education, improved 76career opportunities and higher payscales in both developed and emerging 63economies are paving the way for a rise 56% 54 53in women’s economic power. And that 48 48 47 45sentiment is clearly evident in Nielsen’s 37research, as nearly 80 percent of womensurveyed in developed countries believe 16%the role of women is changing, and ofthose, 90 percent believe it is changingfor the better. In emerging countries, thefuture is even brighter. ve g N d ia M dia sia h Th a d M a Ru o T u ia ey il ric in De rgin az pe an ut ic er ss rk ay ex In Ch Br So Af lo ail ig e alEducation and access to technology are Emfueling tomorrow’s optimism as women Source: Nielsen Women of Tomorrow Study 2011.around the world know that one vital wayto a better life is through education. Indeveloped economies, women’s accessto higher education is considered anestablished standard, while in emergingeconomies, attending college is often aluxury for women and the aspiration ismuch higher.The value of that privilege is evidencedin the study, as 56 percent of womenin emerging countries say they planto allocate additional income for theirchildren’s education versus just 16 percentof women in developed countries. Womenin Nigeria, India and Malaysia placedthe most importance in saving for theirchildren’s education —a choice thatranked in the top three out of 25 differentoptions for how they plan to allocate theiradditional salary in the next five years. Invest in her Tomorrow Invest in initiatives that further educational/advancement opportunities by connecting your brands/products with associations that align with her beliefs and aspirations.Copyright © 2011 The Nielsen Company.2
A horizon of Opportunities compared to your mother at your age and for your daughter in the futureopportunities, but a Developed Emergingplateau of hope in Compared to Mothers For Daughtersdeveloped economies. More Same Less More Same LessAcross both developed and emergingcountries, the majority of women todaybelieve they have more opportunitiesthan their mothers did for everything from 58% 32% 9% 44% 48% 9%achieving personal financial stability andenjoying better health to having morecareer opportunities and greater accessto technology. And while that level of 70% 23% 7% 77% 18% 5%attainment will grow and develop evenfurther for women and their daughters inemerging countries, a plateau of hope is Source: Nielsen Women of Tomorrow Study 2011.emerging among the future generationsfor women in developed countries.Across 18 dimensions analyzed, morethan 77 percent of women in emergingcountries believe the future will bebrighter for their daughters. The areaswhere improvement will be the greatestare technology (84%), education (83%),travel (82%), financial stability (81%),purchasing power (81%) and careers(80%). Women in Turkey (92%), Nigeria(89%) and Malaysia (89%) were the mostoptimistic.In contrast, the majority of women indeveloped countries (48%) believe thatthe same opportunities —not more —willbe available to their daughters (with theexception of access to technology, wherethree-quarters believe more opportunitieswill be available). And the reality oftoday’s high cost of living with little spareincome is apparent as almost one-third(29%) believe that their daughters will beless likely to retire when they choose tocompared to today’s standards. Connect to the biggerMarketers need to recognize that whilewomen of tomorrow are optimistic, they picture:are also concerned about their home, Give careful consideration tochildren and the future —both at themicro (immediate family) and macro supporting organizations that help(environment, politics) levels. and empower women and share her views on corporate social responsibility. Copyright © 2011 The Nielsen Company. 3
Developed EmergingMORE opportunities for future women in Having access to technology 74 84EMERGING countries 54 Having higher educational opportunities 83How do you think opportunities for your Having opportunity to travel 53daughter when she’s your age in the future will 82compare to opportunities available to Achieving personal ﬁnancial stability 40 81you now in these areas? Ability to purchase things you need 45 81She will have MORE opportunities than I do. 44 Ability to purchase things you want 81 Choosing your own career path 50 80 Having personal fulﬁllment 43 79 Having opportunities to participate in sports activities 47 77 Having opportunities to participate in leisure activities 47 77 Having a healthy lifestyle 40 75 Achieving good work/life balance 40 75 Owning your own home/apartment 35 75 Making your own decision about whom to marry 37 72 Making your own decision about if you will marry someone 37 72 Ability to retire when I choose 34 72 Ability to eliminate debt 33 72 Reducing stress in your day-to-day life 31 66Source: Nielsen Women of Tomorrow Study 2011. Developed EmergingSAME Opportunities for future women in Making your own decision about whom to marry 24 61DEVELOPED countries Making your own decision about if you will marry someone 61 25How do you think opportunities for your 53 Having personal fulﬁllment 17daughter when she’s your age in the future willcompare to opportunities available to Having a healthy lifestyle 52 18you now in these areas? Ability to eliminate debt 52 21She will have the SAME opportunities as I do. 51 Reducing stress in your day-to-day life 22 Having opportunities to participate in sports activities 50 19 Ability to purchase things you need 49 15 Having opportunities to participate in leisure activities 49 18 Achieving good work/life balance 49 19 Ability to purchase things you want 48 15 Owning your own home/apartment 47 18 Choosing your own career path 46 16 Achieving personal ﬁnancial stability 45 14 Having higher educational opportunities 42 13 Having opportunity to travel 41 14 Ability to retire when I choose to 37 21 Having access to technology 24 12Source: Nielsen Women of Tomorrow Study 2011.Copyright © 2011 The Nielsen Company.4
Increasingly empowered, As empowerment increases, so do her stress levelsincreasingly stressed. Developed EmergingFemale respondents in all parts of theworld say they are pressured for time,rarely have time to relax and feel stressed I often feel 54% 62%and overworked most of the time, but pressured for timewomen in emerging countries feel thestrain even more so than women in I rarely havedeveloped countries. Many women time to relax 37% 55%today are wearing multiple hats bybalancing both career and home/family I feel stressed/responsibilities. In many emerging overworked most 38% 49%markets, this revolutionary change is in of the timethe early stages of development, while Source: Nielsen Women of Tomorrow Study 2011.in developed markets, this evolution hasbeen on-going for a longer period of time. Where will you allocate additional Developed EmergingIn emerging markets, women in India money you earned or expect(87%), Mexico (74%) and Russia (69%) to earn over the next Vacations/holidays 40 58report they are most stressed/pressured five years? Groceries 57for time; in developed markets, women 68 General savings 55in Spain (66%), France (65%) and Italy 51(64%) are most time-strained. Product Pay off debt/credit cards/loans 25 55innovations that save time and provide 53 Clothes 70short-cuts are not only useful, but theseimprovements will go a long way in Home improvement or redecorating 49 42providing the resources needed by multi- Retirement savings 41 25tasking women who are always on the go. Automobiles/other transportation 39 33Additionally, the research shows that 36 Emergency use 32women living in emerging countries Health/beauty items 29allocate more of their extra earnings 53for basic essentials such as food and Entertainment outside your home 28 26clothing, while women in developed 25 Charitable causes 14countries indicate that they are morelikely to allocate additional money toward Insurance (not including health insurance) 22 14vacations, buying groceries, paying off Internet/telecom services 13 19debts, and for general savings. One Health insurance 19contributing factor in the higher stress 29levels reported among women in emerging Investments (not including retirement) 18 20countries is likely due to little spare cash 16 Education for your children 55remaining after the staples are covered to A new home 16kick-back, relax and go on holiday. 32 Personal electronics 16 23 Make her life easier: Home electronics 15 39 Education for yourself 12 Develop time-saving product 21 Toward having a child/having more children 11 innovations that deliver multiple 12 Personal services (e.g. home cleaning, nanny, etc.) 10 benefits and satisfy various needs. 16 8 Give back rewards that ease her Supporting non-immediate family (e.g. grandparents) 27 4 complex life. A second home 12 Source: Nielsen Women of Tomorrow Study 2011. Copyright © 2011 The Nielsen Company. 5
When it comes to life’s Women feel burdened with their current level of decision making For these types of purchases/activities, who is the most appropriate decision maker?decisions, women want to Bothshare responsibility. Developed Men primarily men and women Women primarily equallyWomen may control the spendingin a household, but what they really Food 6% 51% 43%desire is to have more equally-shared Health/Beauty 4 32 64responsibilities with the partners in their Clothes 5 50 45lives about decisions on all matters from Home electronics 37 54 9taking care of the children to purchasing Personal electronics 31 61 9a car. Car 45 49 6As more women enter the workforce,roles blur as traditional norms for Pharmaceutical prescription/OTC drugs 7 62 31predominantly male or female Family ﬁnances 22 63 15responsibilities change. There is strong Insurance 26 61 13consistency across developed and Child care at home 4 48 48emerging economies that both menand women are equally “best fit” as the Managing child care outside the home 5 51 44primary decision makers for most roles. Social/activity memberships 11 73 16In developed economies, the notion of Locations for social activities 9 71 20shared decision-making responsibilities is Both Men men and Womenwell established for all matters, although Emerging primarily women primarilyhealth and beauty purchases and taking equallycare of the children at home remain the Food 8% 43% 48%responsibilities where women are still the Health/Beauty 4 25 71primary influencers. 6 46 Clothes 48In emerging economies, men are still Home electronics 46 45 9viewed as the primary decision-making Personal electronics 40 52 8stakeholders when it comes to purchasinghome electronics or cars, and women Car 55 40 6predominate in the health and beauty, Pharmaceutical prescription/OTC drugs 13 56 31food/grocery departments and on all Family ﬁnances 33 53 14matters having to do with the children Insurance 40 49 11inside and outside the home. But howmuch longer will decision making continue Child care at home 4 37 60to fall along these lines? Managing child care outside the home 9 44 47And while shared decision-making Social/activity memberships 21 61 18responsibilities are desired, some Locations for social activities 16 63 21traditional sentiments are evident: Source: Nielsen Q1 Global Online Survey.Across the countries surveyed, nearlyone-third (31%) of both men and womenbelieve that men are best fit to hold Treat her with equality:political office, maintain workplace Use collaborative and reciprocalpositions of authority (29%) and makemajor purchases (22%). language and include her as a shared decision maker in campaigns that are centered in industries that often cater to men, such as automotive, insurance and finance.Copyright © 2011 The Nielsen Company.6
Across generations women Generational women exhibit traits that make her uniqueare alike in many ways, but Daughters Optimistic Uncertain Grandmothers Mothers Mothersthey are also unique. AVG. AGE = 30 AVG. AGE = 47 AVG. AGE = 47 AVG. AGE = 67Across generations, from daughters tomothers to grandmothers, women all Most impulsive More shopping Good value Most habitualaround the world worry about future BUY ahead conscious shopperopportunities, even in the face ofoptimism. High stress is universal, butdaughters (average age of 30) are most Heavier media Enjoys ads Heavier texting/ Word of Mouthstressed. As her family is early in its WATCH user emailformation and income levels have not yetreached full potential, there is constantpressure to fulfill daily needs. Source: Nielsen Women of Tomorrow Study 2011.In analyzing generations, three segments Daughters are the most impulsive Grandmothers are strong planners andwere created: daughters, mothers, and shoppers and they are most likely to try the most habitual shoppers. She is thegrandmothers. These segments are based new products. Buying on promotions most likely of the three groups to listenon age characteristics and include all is important and she will often go to to the radio, but she is catching up onwomen in the study, not just those who different stores to get the best deal. She technology as she utilizes email.have children. is also the most tech-savvy of the three As Baby Boomers (aged 47-65) become groups and is an earlier adopter of newMothers (average age 47) were split most grandparents, technology usage among technology. She is also the heaviest userdistinctly into two groups (optimistic the older demographic will increase. As of media and is the most influenced by alland uncertain) defined by where they live this segment is also the most financially types of media.(emerging versus developed countries), stable, marketers have an opportunity todriving the differences in optimism Mothers in developed markets are cross over generational lines with cross-around opportunities for their daughters. heavy Internet users and rely on texting platform advertising that speaks to theirThis group experiences mid-level stress and email to communicate nearly as lifestyle habits. Likewise, messaging thatbecause even though income levels much as daughters. Planned shopping empathizes with the high stress levelsare higher, finances are still a cause for trips and buying products with good of being a new or established mom willconcern. Grandmothers (average age value are important, as are promotions resonate in an impactful way.67) are typically the most financially and discounts. In contrast, mothersstable and thereby the least stressed. Not in emerging countries are still heavilysurprisingly, they are also most likely to reliant on TV and prefer TV even thoughbelieve they have achieved a good work- she enjoys advertising regardless oflife balance. the medium. Her phone is the primary method of communication. As herThe attitudes, outlooks, shopping habits income increases, she expects to do moreand media preferences that women holdare similar in many ways, but generational shopping in the future. Cater to her distinctdifferences are the most apparent. Most needs:commonly held sentiments are decisionscentered on buying quality products that Think about the products womenprovide good value at fair prices. Planned of different age groups purchaseshopping trips are typical, but occasionalimpulse purchases happen too. All women and the media technologies theywatch TV and listen to the radio on a use and develop generationalregular basis. The differences in finances marketing strategies that addressas well as needs across generations,however, often dictate actual watch and the diverse habits that drivebuy habits. behavior. Do not assume that all women are the same. Copyright © 2011 The Nielsen Company. 7
Social media has influence” and becoming an indispensable tool for solving problems, asking during major TV events like awards shows and reality programming.become an questions, and building the community. On a social level, women talk and textindispensable tool. It is more than just entertaining; social media has functional benefits. Nielsen on their mobile devices more than men.Women want to expand beyond career Nielsen data shows that women talk 28 estimates that there are on averageand home to influence decisions in both percent more and text 14 percent more between 200–300 dedicated women’sbusiness and politics to benefit others. than men every month; they are also discussion forums across global marketsWomen continue to be caregivers at heavier users of social features of phones (not counting individual blogs) wherehome, but they also want to positively (SMS, MMS, social networking) compared women connect with one another onaffect the broader community in to men who tend to use functional issues ranging from family life, managingtheir neighborhoods, at work and in features more (GPS, email, Internet). careers, health and wellness, shopping andgovernment. Women everywhere echoed increasingly financial health Marketers have an opportunity to bettersimilar sentiments about wanting to connect with women online to make themplay an integral and equal part in making Online, women are more engaged than feel like valued customers —and thena positive change for the future and men, spending more time on fewer reward them for being an advocate foraffecting policies that would impact her sites during a single sitting—a valuable the brand. This pay-it-forward approachfamily and the environment. attribute to advertisers. They also visit is perfectly aligned with how women live more social and community sites, which isSocial networking is connecting women their lives. especially important given the popularityacross the globe, broadening her “circle of of immediate online/social discussionThe women of tomorrow are connectedClaimed penetration in her household Developed Emerging “Women who will be closely connected to society through work will be demonstrating Internet TV Cell Smart phone phone leadership by forging various communities where there is the emphasis on individuals qualiﬁcation differences rather than 90% 95% 95% 37% differences between the sexes.” – Japan “There will be an increase in the number of women in higher political ofﬁce thereby 46% 98% 89% 18% being able to affect real change in society in areas where it is needed (e.g., poverty, health Source: Nielsen Women of Tomorrow Study 2011. issues, education issues).” – Canada Be available and “Womens involvement in society is informed: increasing in all spheres (economic, social, Offer online 24/7 customer medical, political); they want to take an support, Twitter accounts and active part in their childrens futures.” manufacturer-sponsored forums. – France Listen and learn. Go on online blogs and forums to find out how women think and engage.Copyright © 2011 The Nielsen Company.8
Only 10% of women are Technology is making her life better, especially in emerging markets Makes her life better overallhighly influenced by web Developed Emergingads with social context.Social networking has the power to Computer Cell Smart Standard Radio Videoconnect women across the globe, and as phone phone TV gamesit does, their communities and circles ofinfluence become that much larger. Today,Nielsen reports that social media usage has 58% 54% 52% 25% 31% 29%reached high penetration rates in countriessuch as the United States (73%), Italy(71%), South Korea (71%), Australia (69%),France (64%), Brazil (63%) and Germany(50%). 73% 71% 68% 62% 51% 24%And as the adoption rates of mediatechnology continue to rise in emergingcountries, these tools are making animportant impact on women’s lives. Three- Source: Nielsen Women of Tomorrow Study 2011.quarters of women in emerging countriessay the computer and the cell phone make Even with increasing relevancy, influencing her is a challengetheir life better overall, compared to just Emerging Countries Standard web adover half of women in developed countries. Russia 3 9 7 Standard web ad with socialWhile technologies that appeal to women’s South Africa 3 10 10 context—shows which of yourinnate nature to engage, connect and friends liked or followed themulti-task are life-changers, advertising on Turkey 7 14 15 advertised brandsocial media sites is just in the early stages Brazil 10 13 13 Web ad that appears as aof making an impact to influence decisions, Malaysia 12 15 14 14 newsfeed update shows which of your friends engagedwith significant room to grow. Only six Mexico 12 19 18 with (clicked on) advertisingpercent of women in developed countries Thailand for a brand 18 17 19and 16 percent of women in emergingcountries say they are highly influenced China 22 18 17by web ads with social context shown on India 33 20 27social media sites. Developed CountriesWomen in emerging countries are more Australia 1,2,2highly influenced than women in developed Sweden 1,4,2countries. There is a fairly even distributionamong the type of web ads that are most Canada 3 8 3persuasive. Standard web ads that have a France 3 3 3social context showing which friends liked Germany 3 5 3or followed an advertised brand has theslight edge over web ads that appear as a UK 4 4 4 Make it social and Spain 5 5 5newsfeed update or standard web ads. relevant: USA 5 5 8In emerging countries, women in India are Italy 8 7 6 Integrate digital platforms intomost highly influenced by all three typesof web ads and women in South Africa and South Korea 14 12 9 your media mix that connect withRussia are least persuaded. In developed Source: Nielsen Q1 Global Online Survey. women’s innate nature to engagecountries, South Korean women are most Note: Japan and Nigeria are not included and multi-task. Create messaginginfluenced by social media advertising andwomen in Australia and Sweden are most that focuses on the issues that areimpartial. important in her life. Copyright © 2011 The Nielsen Company. 9
She trusts those she Women trust recommendations from people she knows, but when it comes to advertising, opinions vary widelyknows. Percent of women that say they “trust somewhat” and “trust completely”As media channels continue to fragment, Developed Emerginggaining share of space, mind and trustwill be an on-going challenge. Advertising Recommendations from people I know 73 82via online media outlets needs to beconsidered a place where earning a Brand(ed) websites 32 60woman’s trust is the intention and not Editorial content such as newspaper articles 35simply just another reach mechanism. 56By paying attention to how female Consumer opinions posted online 49 54consumers respond to advertising via 26 Ads on TV 49various media outlets, more precise —andsuccessful —campaigns will follow. Ads in magazines 24 47Across 22 forms of advertising measured, Ads in newspapers 25 46“recommendations from people you Products shown embedded in TV programming 21know” is by far the most trustworthy 46advertising source for women surveyed Emails I signed up for 29 45in both developed (73%) and emergingcountries (82%), but when it comes to Branded sponsorships 21 45paid advertising, opinions vary widely. 21 Billboards and other outdoor advertising 44After recommendations and opinionsposted online (49% developed/54% Ads in radio 22 43emerging), women in developed countries 22put the most confidence in editorial Ads before movies 40content in newspapers (35%), branded Ads served in search engine results 19 40websites (32%) and emails she signed up Ads in free magazines 19for (29%). In emerging countries, branded 40websites (60%) are the most trusted Ads in free magazines 21 38advertiser-produced medium, followed bynewspaper editorials (56%), and ads on Ads in free newspapers 22 37TV (49%). 14 Ads on social networks 35 Online video ads 15 33 Online banner ads 14 31 Ads on mobile devices 14 30 Text ads on mobile phone 10 27 Source: Nielsen Q1 Global Online Survey.Copyright © 2011 The Nielsen Company.10
Across the countries included in the study, Women are more reticent to trust ads on mobile phones, social networks and smartphonesthe majority of women say they are Percent of women that say they “don’t trust much” and “don’t trust at all”most reticent to trust text ads on mobile Developed Emergingphones (44% in developed countries saythey do not trust vs. 30% in emerging), 44 Text ads on mobile phones 30ads on social networks (38% developedvs. 23% emerging), and ads on mobile Ads on social networks 38 23devices such as smartphones and tablet Ads on mobile devices 37computers (37% developed vs. 22% 22emerging). Online banner ads have Online banner ads 36 22ample upside when it comes to gaining Online video ads 34women’s trust. 20Marketers need to think about how they Ads in website search results 32 18can create opportunities that will get 31 Ads served in search engine results 18women more intimately engaged withtheir brands, products and solutions using Products shown embedded in TV programming 29 14online platforms. Digital ads must be 28designed for an online audience; simply Ads in free magazines 22posting print ads online is not sufficient. Brand sponsorships 28 14 Ads in free newspapers 27 23 Ads on TV 27 15 Billboards and other outdoor advertising 26 13 Ads before movies 26 16 Ads in magazines 26 15 Ads in radio 26 16 Ads in newspapers 25 15 Emails I signed up for 22 17 Brand(ed) websites 18 10 Editorial content such newspaper articles 16 12 Consumer opinion posted online 14 14 Recommendations from people I know 5 4 Source: Nielsen Q1 Global Online Survey. Earn her trust: Create cross-platform campaigns that are customized for the medium, but stay consistent with the message. Be authentic and deliver the relevancy she demands. Copyright © 2011 The Nielsen Company. 11
TV is the preferred source Top three sources for information about new products and new storesto get information about EMERGING COUNTRIES Brazil 1. TELEVISION New Products 2. Internet 3. Word of mouth 1. TELEVISION New Stores 2. Word of mouth 3. E-mailnew products and services. China 1. TELEVISION 2. Word of Mouth 3. Salesperson 1. WORD OF MOUTH 2. Television 3. NewspaperWhen it comes to getting information India 1. TELEVISION 2. Magazines 3. Newpaper / 1. TELEVISION 2. Word of mouth 3. Newpaper Word of mouthabout new products, television continues Malaysia 1. TELEVISION 2. Newspaper 3. Word of mouth 1. TELEVISION 2. Word of mouth 3. Newspaperto be the most pervasive form of media and Mexico 1. TELEVISION 2. Word of mouth 3. Magazines 1. TELEVISION 2. Word of mouth 3. Newspaper/is the number one source that women rely Magazineson across continents. In 10 of 10 emerging Nigeria 1. TELEVISION 2. Radio 3. Word of mouth 1. TELEVISION 2. Word of mouth 3. Radiomarkets and in seven of 11 developed Russia 1. TELEVISION 2. Word of mouth 3. Internet/ 1. WORD OF 2. Television 3. Billboards Salesperson MOUTHmarkets analyzed, television outranked 14 South Africa 1. TELEVISION 2. Newspaper 3. Magazines 1. TELEVISION 2. Word of mouth 3. Radioother sources of information. Word-of- Thailand 1. TELEVISION 2. Newspaper 3. Word of Mouth/ 1. TELEVISION 2. Word of mouth 3. Billboardsmouth was listed as either the second or Salespersonthird choice in nine of 10 emerging markets Turkey 1. TELEVISION 2. Word of mouth 3. Magazines 1. TELEVISION 2. Word of mouth 3. Magazinesand in eight of 11 developed markets. DEVELOPED COUNTRIES New Products New StoresPrinted newspapers and magazines was Australia 1. TELEVISION 2. Internet 3. Word of mouth 1. TELEVISION 2. Newspaper 3. Word of mouth searchesanother popular source of information for Canada 1. TELEVISION 2. Direct Mail 3. Word of mouth 1. WORD OF 2. Television 3. Newspaperwomen in emerging markets, while the MOUTHuse of the Internet was more pervasive in France 1. TELEVISION 2. Internet 3. Word of mouth 1. WORD OF 2. Billboards 3. Internetdeveloped markets. searches MOUTH searches Germany 1. WORD OF 2. Television 3. Internet 1. WORD OF 2.Direct mail 3. NewspaperWhen it comes to getting information MOUTH searches MOUTHabout new stores, television is still the top Italy 1. TELEVISION 2. Internet 3. Direct mail 1. WORD OF 2. Internet 3. Direct mail searches MOUTH searcheschoice for women in emerging markets,but word-of-mouth is the most popular Japan 1. TELEVISION 2. Internet searches 3. Word of Mouth 1. WORD OF MOUTH 2. Internet searches 3. Televisionsource for women in eight of 11 developed South Korea 1. INTERNET 2. Television 3. Web 1. INTERNET 2. Word of 3. Televisionmarkets. Word-of-mouth ranked second SEARCHES Communities SEARCHES mouthwith women in nine of 10 emerging Spain 1. WORD OF 2. Television 3. Internet 1. WORD OF 2. Television 3. Internet MOUTH searches MOUTH searchesmarkets. Information sources placing Sweden 1. DIRECT MAIL 2. Newspaper 3. Television 1. DIRECT MAIL 2. Newspaper 3. Word of mouthsecond or third for women in developed United Kingdom 1. TELEVISION 2. Word of 3. Internet 1. WORD OF 2. Television 3. Internetmarkets varied between television, mouth searches MOUTH searchesInternet, newspapers and direct mail. United States 1. TELEVISION 2. Word of 3. Internet searches 1. WORD OF 2. Direct mail 3. Television mouth / direct mail MOUTHWorthy of note is the disparity between Source: Nielsen Women of Tomorrow Study 2011.emerging and developed countries when influential information sources: marketing plan. Careful consideration intoit comes to TV and all other information- creating opportunities for how women canseeking choices for both new products and • New products: 24 percent prefer TV, better engage with their brands, productsnew stores. This is an important marketing versus 15 percent Internet searches and and solutions will earn their trust andconsideration—especially in developed 14 percent word-of-mouth. their dollars.markets—when balancing the marketing • New stores: 23 percent prefer word-weight to put into various media vehicles. of-mouth, versus 14 percent TV and 13 Combine the old withIn emerging countries, the gap between percent Internet searchesTV and all other information choices is the new: Despite today’s dizzying array of mediasignificant: options, old-fashioned dependence on Don’t underestimate the power• New products: 54 percent prefer TV, friends and family still holds sway as one of word-of-mouth advertising versus 11 percent word-of-mouth and 7 of the best and most reliable sources percent magazines for information. Combining the old with and leverage digital platforms the new, savvy marketers should look to combined with traditional high• New stores: 42 percent prefer TV, versus digital media options and applications 18 percent word-of-mouth and 10 reach and frequency vehicles to to engage female consumers to earn percent newspapers spread positive awareness of your their loyalty. But caution is necessary.But in developed countries, other media Digital and mobile strategies can’t be brands and products.vehicles are closing the gap on TV as simply haphazardly added to the end of aCopyright © 2011 The Nielsen Company.12
Across 95% of countries, Top three attributes that make you loyal to a particular brandquality is the #1 driver of EMERGING COUNTRIESbrand loyalty. Brazil 1. QUALITy 2. Brand Trust 3. Price China 1. QUALITy 2. Efficacy 3. FamiliarityWhile price is an important influencerfor purchasing decisions across most India 1. QUALITy 2. Price 3. Innovationcategories, it does not even make the Malaysia 1. QUALITy 2. Price 3. Brand Trusttop three criteria in most countries when Mexico 1. QUALITy 2. Price 3. Efficacyit comes to faithfulness to a brand. Thenumber one driver of brand loyalty across Nigeria 1. QUALITy 2. Familiarity 3. Efficacy12 factors in 20 of 21 countries is quality Russia 1. QUALITy 2. Brand Trust 3. Efficacy(women in the United Kingdom placed South Africa 1. QUALITy 2. Price 3. Familiaritytrust ahead of quality). Thailand 1. QUALITy 2. Familiarity 3. Brand TrustAcross industry sectors: food, beverages, Turkey 1. QUALITy 2. Brand Trust 3. Innocationhealth and beauty, apparel, personal andhome electronics, pharmaceuticals and DEVELOPED COUNTRIESautomotive, women in the study provided Australia 1. QUALITy 2. Brand Trust 3. Efficacyinsights to help answer three critical Canada 1. QUALITy 2. Brand Trust 3. Familiarityquestions: France 1. QUALITy 2. Efficacy 3. Brand Trust• What factors determine the store you Germany 1. QUALITy 2. Efficacy 3. Familiarity shop in? Italy 1. QUALITy 2. Efficacy 3. Brand Trust• What influences you to make a Japan 1. QUALITy 2. Brand Trust 3. Efficacy purchase? South Korea 1. QUALITy 2. Brand Trust 3. Efficacy• What makes you loyal to a particular brand? Spain 1. QUALITy 2. Efficacy 3. Familiarity Sweden 1. QUALITy 2. Brand Trust 3. EfficacyWhen choosing which stores to shop inor what brands to purchase, price, good United Kingdom 1. BRAND TRUST 2. Quality 3. Efficacyvalue, quality products and convenience United States 1. QUALITy 2. Brand Trust 3. Familiarityare the most influential drivers for Source: Nielsen Women of Tomorrow Study 2011.women. But, when it comes to winningtheir loyalty, it is quality —not price —thatkeeps them coming back for more. Priceand value can’t be ignored as featuresthat attract an initial purchase decision,but the long-term play has to be aboutquality.Earn women’s trust early in her role ashousehold purchaser, and she will bemore likely to try new products in the mix.By balancing short-term strategies likeprice with longer-term quality and valueobjectives, both return-on-investmentand customer retention strategies will be Deliver quality:achieved. Use promotion and discount tactics thoughtfully. She is willing to pay more for new products that deliver quality and earn her trust. Copyright © 2011 The Nielsen Company. 13
About the Women of Tomorrow Countries in the StudySurveyThe Nielsen Women of Tomorrow Survey DEVELOPED MARKETSwas conducted between February andApril 2011 and polled nearly 6,500 COUNTRY APPROACH SAMPLEwomen in 21 countries throughout Asia Australia Online 301Pacific, Europe, Latin America, Africa andNorth America. The sample was fielded Canada Online 312in developed countries using an online France Online 313methodology. In emerging countries amixed field methodology (MFM) approach Germany Online 308of online, central location and/or door-to- Italy Online 307door interviewing was used. The marginof error is +/- two points. The countries in Japan Online 299the study represent 60% of the world’s South Korea Online 315population and 78 percent of GDP. Spain Online 341Additionally, results from the NielsenQ1 2011 Global Online Survey were Sweden Online 312referenced and they are noted in the United Kingdom Online 306respective charts. The Q1 Global OnlineSurvey was fielded March 23 —April 12, United States Online 3072011. Total Developed 3421About Nielsen EMERGING MARKETSNielsen Holdings N.V. (NySE: NLSN) isa global information and measurement COUNTRY APPROACH SAMPLEcompany with leading market positionsin marketing and consumer information, Brazil MFM 318television and other media measurement, China Door-to-Door 317online intelligence, mobile measurement,trade shows and related properties. India Door-to-Door 312Nielsen has a presence in approximately Malaysia Door-to-Door 300100 countries, with headquarters in Newyork, USA and Diemen, the Netherlands. Mexico MFM 308For more information, please visit www. Nigeria Door-to-Door 300nielsen.com. Russia MFM 300 South Africa Door-to-Door 300 Thailand Door-to-Door 298 Turkey Door-to-Door 300 Total Emerging 3053 MFM = Mixed Field Methodology Note: Study was fielded before the 2011 Japan earthquake and tsunami.Copyright © 2011 The Nielsen Company.All rights reserved. Printed in the USA. Nielsen and the Nielsen logo aretrademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.Other product and service names are trademarks or registeredtrademarks of their respective companies. 11/3424www.nielsen.com14