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Women of tomorrow nielsen

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Women of
Tomorrow:
A Study of Women
Around the World
June 2011

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When it comes to spending decisions, women are in control!
    Women control the majority of purchasing decisions in a hou...

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90% of women believe                          Education for children is a top priority for women in emerging countries
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Women of tomorrow nielsen

  1. 1. Women of Tomorrow: A Study of Women Around the World June 2011
  2. 2. 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
  3. 3. 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 or their role is changing expect to earn over the next five years? for the better. 85 Better access to education, improved 76 career opportunities and higher pay scales in both developed and emerging 63 economies are paving the way for a rise 56% 54 53 in women’s economic power. And that 48 48 47 45 sentiment is clearly evident in Nielsen’s 37 research, as nearly 80 percent of women surveyed in developed countries believe 16% the role of women is changing, and of those, 90 percent believe it is changing for the better. In emerging countries, the future 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 al Education and access to technology are Em fueling tomorrow’s optimism as women Source: Nielsen Women of Tomorrow Study 2011. around the world know that one vital way to a better life is through education. In developed economies, women’s access to higher education is considered an established standard, while in emerging economies, attending college is often a luxury for women and the aspiration is much higher. The value of that privilege is evidenced in the study, as 56 percent of women in emerging countries say they plan to allocate additional income for their children’s education versus just 16 percent of women in developed countries. Women in Nigeria, India and Malaysia placed the most importance in saving for their children’s education —a choice that ranked in the top three out of 25 different options for how they plan to allocate their additional 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
  4. 4. A horizon of Opportunities compared to your mother at your age and for your daughter in the future opportunities, but a Developed Emerging plateau of hope in Compared to Mothers For Daughters developed economies. More Same Less More Same Less Across both developed and emerging countries, the majority of women today believe they have more opportunities than their mothers did for everything from 58% 32% 9% 44% 48% 9% achieving personal financial stability and enjoying better health to having more career opportunities and greater access to technology. And while that level of 70% 23% 7% 77% 18% 5% attainment will grow and develop even further for women and their daughters in emerging countries, a plateau of hope is Source: Nielsen Women of Tomorrow Study 2011. emerging among the future generations for women in developed countries. Across 18 dimensions analyzed, more than 77 percent of women in emerging countries believe the future will be brighter for their daughters. The areas where improvement will be the greatest are 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 most optimistic. In contrast, the majority of women in developed countries (48%) believe that the same opportunities —not more —will be available to their daughters (with the exception of access to technology, where three-quarters believe more opportunities will be available). And the reality of today’s high cost of living with little spare income is apparent as almost one-third (29%) believe that their daughters will be less likely to retire when they choose to compared to today’s standards. Connect to the bigger Marketers need to recognize that while women of tomorrow are optimistic, they picture: are also concerned about their home, Give careful consideration to children and the future —both at the micro (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
  5. 5. Developed Emerging MORE opportunities for future women in Having access to technology 74 84 EMERGING countries 54 Having higher educational opportunities 83 How do you think opportunities for your Having opportunity to travel 53 daughter when she’s your age in the future will 82 compare to opportunities available to Achieving personal financial stability 40 81 you now in these areas? Ability to purchase things you need 45 81 She 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 66 Source: Nielsen Women of Tomorrow Study 2011. Developed Emerging SAME Opportunities for future women in Making your own decision about whom to marry 24 61 DEVELOPED countries Making your own decision about if you will marry someone 61 25 How do you think opportunities for your 53 Having personal fulfillment 17 daughter when she’s your age in the future will compare to opportunities available to Having a healthy lifestyle 52 18 you now in these areas? Ability to eliminate debt 52 21 She 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 12 Source: Nielsen Women of Tomorrow Study 2011. Copyright © 2011 The Nielsen Company. 4
  6. 6. Increasingly empowered, As empowerment increases, so do her stress levels increasingly stressed. Developed Emerging Female respondents in all parts of the world 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 time women in emerging countries feel the strain even more so than women in I rarely have developed countries. Many women time to relax 37% 55% today are wearing multiple hats by balancing both career and home/family I feel stressed/ responsibilities. In many emerging overworked most 38% 49% markets, this revolutionary change is in of the time the early stages of development, while Source: Nielsen Women of Tomorrow Study 2011. in developed markets, this evolution has been on-going for a longer period of time. Where will you allocate additional Developed Emerging In emerging markets, women in India money you earned or expect (87%), Mexico (74%) and Russia (69%) to earn over the next Vacations/holidays 40 58 report they are most stressed/pressured five years? Groceries 57 for time; in developed markets, women 68 General savings 55 in Spain (66%), France (65%) and Italy 51 (64%) are most time-strained. Product Pay off debt/credit cards/loans 25 55 innovations that save time and provide 53 Clothes 70 short-cuts are not only useful, but these improvements will go a long way in Home improvement or redecorating 49 42 providing the resources needed by multi- Retirement savings 41 25 tasking women who are always on the go. Automobiles/other transportation 39 33 Additionally, the research shows that 36 Emergency use 32 women living in emerging countries Health/beauty items 29 allocate more of their extra earnings 53 for basic essentials such as food and Entertainment outside your home 28 26 clothing, while women in developed 25 Charitable causes 14 countries indicate that they are more likely to allocate additional money toward Insurance (not including health insurance) 22 14 vacations, buying groceries, paying off Internet/telecom services 13 19 debts, and for general savings. One Health insurance 19 contributing factor in the higher stress 29 levels reported among women in emerging Investments (not including retirement) 18 20 countries is likely due to little spare cash 16 Education for your children 55 remaining after the staples are covered to A new home 16 kick-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
  7. 7. 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 Both share responsibility. Developed Men primarily men and women Women primarily equally Women may control the spending in a household, but what they really Food 6% 51% 43% desire is to have more equally-shared Health/Beauty 4 32 64 responsibilities with the partners in their Clothes 5 50 45 lives about decisions on all matters from Home electronics 37 54 9 taking care of the children to purchasing Personal electronics 31 61 9 a car. Car 45 49 6 As more women enter the workforce, roles blur as traditional norms for Pharmaceutical prescription/OTC drugs 7 62 31 predominantly male or female Family finances 22 63 15 responsibilities change. There is strong Insurance 26 61 13 consistency across developed and Child care at home 4 48 48 emerging economies that both men and women are equally “best fit” as the Managing child care outside the home 5 51 44 primary decision makers for most roles. Social/activity memberships 11 73 16 In developed economies, the notion of Locations for social activities 9 71 20 shared decision-making responsibilities is Both Men men and Women well established for all matters, although Emerging primarily women primarily health and beauty purchases and taking equally care of the children at home remain the Food 8% 43% 48% responsibilities where women are still the Health/Beauty 4 25 71 primary influencers. 6 46 Clothes 48 In emerging economies, men are still Home electronics 46 45 9 viewed as the primary decision-making Personal electronics 40 52 8 stakeholders when it comes to purchasing home electronics or cars, and women Car 55 40 6 predominate in the health and beauty, Pharmaceutical prescription/OTC drugs 13 56 31 food/grocery departments and on all Family finances 33 53 14 matters having to do with the children Insurance 40 49 11 inside and outside the home. But how much longer will decision making continue Child care at home 4 37 60 to fall along these lines? Managing child care outside the home 9 44 47 And while shared decision-making Social/activity memberships 21 61 18 responsibilities are desired, some Locations for social activities 16 63 21 traditional sentiments are evident: Source: Nielsen Q1 Global Online Survey. Across the countries surveyed, nearly one-third (31%) of both men and women believe that men are best fit to hold Treat her with equality: political office, maintain workplace Use collaborative and reciprocal positions of authority (29%) and make major 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
  8. 8. Across generations women Generational women exhibit traits that make her unique are alike in many ways, but Daughters Optimistic Uncertain Grandmothers Mothers Mothers they are also unique. AVG. AGE = 30 AVG. AGE = 47 AVG. AGE = 47 AVG. AGE = 67 Across generations, from daughters to mothers to grandmothers, women all Most impulsive More shopping Good value Most habitual around the world worry about future BUY ahead conscious shopper opportunities, even in the face of optimism. High stress is universal, but daughters (average age of 30) are most Heavier media Enjoys ads Heavier texting/ Word of Mouth stressed. As her family is early in its WATCH user email formation and income levels have not yet reached full potential, there is constant pressure 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 and were created: daughters, mothers, and shoppers and they are most likely to try the most habitual shoppers. She is the grandmothers. These segments are based new products. Buying on promotions most likely of the three groups to listen on age characteristics and include all is important and she will often go to to the radio, but she is catching up on women 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 new Mothers (average age 47) were split most grandparents, technology usage among technology. She is also the heaviest user distinctly into two groups (optimistic the older demographic will increase. As of media and is the most influenced by all and 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 to driving 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 their This group experiences mid-level stress and email to communicate nearly as lifestyle habits. Likewise, messaging that because even though income levels much as daughters. Planned shopping empathizes with the high stress levels are higher, finances are still a cause for trips and buying products with good of being a new or established mom will concern. Grandmothers (average age value are important, as are promotions resonate in an impactful way. 67) are typically the most financially and discounts. In contrast, mothers stable and thereby the least stressed. Not in emerging countries are still heavily surprisingly, they are also most likely to reliant on TV and prefer TV even though believe they have achieved a good work- she enjoys advertising regardless of life balance. the medium. Her phone is the primary method of communication. As her The attitudes, outlooks, shopping habits income increases, she expects to do more and media preferences that women hold are similar in many ways, but generational shopping in the future. Cater to her distinct differences are the most apparent. Most needs: commonly held sentiments are decisions centered on buying quality products that Think about the products women provide good value at fair prices. Planned of different age groups purchase shopping trips are typical, but occasional impulse purchases happen too. All women and the media technologies they watch TV and listen to the radio on a use and develop generational regular basis. The differences in finances marketing strategies that address as well as needs across generations, however, often dictate actual watch and the diverse habits that drive buy habits. behavior. Do not assume that all women are the same. Copyright © 2011 The Nielsen Company. 7
  9. 9. 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 text indispensable 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 average and home to influence decisions in both percent more and text 14 percent more between 200–300 dedicated women’s business and politics to benefit others. than men every month; they are also discussion forums across global markets Women continue to be caregivers at heavier users of social features of phones (not counting individual blogs) where home, but they also want to positively (SMS, MMS, social networking) compared women connect with one another on affect the broader community in to men who tend to use functional issues ranging from family life, managing their neighborhoods, at work and in features more (GPS, email, Internet). careers, health and wellness, shopping and government. Women everywhere echoed increasingly financial health Marketers have an opportunity to better similar sentiments about wanting to connect with women online to make them play an integral and equal part in making Online, women are more engaged than feel like valued customers —and then a positive change for the future and men, spending more time on fewer reward them for being an advocate for affecting policies that would impact her sites during a single sitting—a valuable the brand. This pay-it-forward approach family and the environment. attribute to advertisers. They also visit is perfectly aligned with how women live more social and community sites, which is Social networking is connecting women their lives. especially important given the popularity across the globe, broadening her “circle of of immediate online/social discussion The women of tomorrow are connected Claimed 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 “Women's 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 children's 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
  10. 10. Only 10% of women are Technology is making her life better, especially in emerging markets Makes her life better overall highly influenced by web Developed Emerging ads with social context. Social networking has the power to Computer Cell Smart Standard Radio Video connect women across the globe, and as phone phone TV games it does, their communities and circles of influence become that much larger. Today, Nielsen reports that social media usage has 58% 54% 52% 25% 31% 29% reached high penetration rates in countries such 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 media technology continue to rise in emerging countries, these tools are making an important impact on women’s lives. Three- Source: Nielsen Women of Tomorrow Study 2011. quarters of women in emerging countries say the computer and the cell phone make Even with increasing relevancy, influencing her is a challenge their life better overall, compared to just Emerging Countries Standard web ad over half of women in developed countries. Russia 3 9 7 Standard web ad with social While technologies that appeal to women’s South Africa 3 10 10 context—shows which of your innate nature to engage, connect and friends liked or followed the multi-task are life-changers, advertising on Turkey 7 14 15 advertised brand social media sites is just in the early stages Brazil 10 13 13 Web ad that appears as a of making an impact to influence decisions, Malaysia 12 15 14 14 newsfeed update shows which of your friends engaged with significant room to grow. Only six Mexico 12 19 18 with (clicked on) advertising percent of women in developed countries Thailand for a brand 18 17 19 and 16 percent of women in emerging countries say they are highly influenced China 22 18 17 by web ads with social context shown on India 33 20 27 social media sites. Developed Countries Women in emerging countries are more Australia 1,2,2 highly influenced than women in developed Sweden 1,4,2 countries. There is a fairly even distribution among the type of web ads that are most Canada 3 8 3 persuasive. Standard web ads that have a France 3 3 3 social context showing which friends liked Germany 3 5 3 or followed an advertised brand has the slight edge over web ads that appear as a UK 4 4 4 Make it social and Spain 5 5 5 newsfeed update or standard web ads. relevant: USA 5 5 8 In emerging countries, women in India are Italy 8 7 6 Integrate digital platforms into most highly influenced by all three types of web ads and women in South Africa and South Korea 14 12 9 your media mix that connect with Russia are least persuaded. In developed Source: Nielsen Q1 Global Online Survey. women’s innate nature to engage countries, South Korean women are most Note: Japan and Nigeria are not included and multi-task. Create messaging influenced by social media advertising and women in Australia and Sweden are most that focuses on the issues that are impartial. important in her life. Copyright © 2011 The Nielsen Company. 9
  11. 11. She trusts those she Women trust recommendations from people she knows, but when it comes to advertising, opinions vary widely knows. Percent of women that say they “trust somewhat” and “trust completely” As media channels continue to fragment, Developed Emerging gaining share of space, mind and trust will be an on-going challenge. Advertising Recommendations from people I know 73 82 via online media outlets needs to be considered a place where earning a Brand(ed) websites 32 60 woman’s trust is the intention and not Editorial content such as newspaper articles 35 simply just another reach mechanism. 56 By paying attention to how female Consumer opinions posted online 49 54 consumers respond to advertising via 26 Ads on TV 49 various media outlets, more precise —and successful —campaigns will follow. Ads in magazines 24 47 Across 22 forms of advertising measured, Ads in newspapers 25 46 “recommendations from people you Products shown embedded in TV programming 21 know” is by far the most trustworthy 46 advertising source for women surveyed Emails I signed up for 29 45 in both developed (73%) and emerging countries (82%), but when it comes to Branded sponsorships 21 45 paid advertising, opinions vary widely. 21 Billboards and other outdoor advertising 44 After recommendations and opinions posted online (49% developed/54% Ads in radio 22 43 emerging), women in developed countries 22 put the most confidence in editorial Ads before movies 40 content in newspapers (35%), branded Ads served in search engine results 19 40 websites (32%) and emails she signed up Ads in free magazines 19 for (29%). In emerging countries, branded 40 websites (60%) are the most trusted Ads in free magazines 21 38 advertiser-produced medium, followed by newspaper editorials (56%), and ads on Ads in free newspapers 22 37 TV (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
  12. 12. Across the countries included in the study, Women are more reticent to trust ads on mobile phones, social networks and smartphones the 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 Emerging phones (44% in developed countries say they do not trust vs. 30% in emerging), 44 Text ads on mobile phones 30 ads on social networks (38% developed vs. 23% emerging), and ads on mobile Ads on social networks 38 23 devices such as smartphones and tablet Ads on mobile devices 37 computers (37% developed vs. 22% 22 emerging). Online banner ads have Online banner ads 36 22 ample upside when it comes to gaining Online video ads 34 women’s trust. 20 Marketers need to think about how they Ads in website search results 32 18 can create opportunities that will get 31 Ads served in search engine results 18 women more intimately engaged with their brands, products and solutions using Products shown embedded in TV programming 29 14 online platforms. Digital ads must be 28 designed for an online audience; simply Ads in free magazines 22 posting 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
  13. 13. TV is the preferred source Top three sources for information about new products and new stores to 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-mail new products and services. China 1. Television 2. Word of Mouth 3. Salesperson 1. Word of mouth 2. Television 3. Newspaper When it comes to getting information India 1. Television 2. Magazines 3. Newpaper / 1. Television 2. Word of mouth 3. Newpaper Word of mouth about new products, television continues Malaysia 1. Television 2. Newspaper 3. Word of mouth 1. Television 2. Word of mouth 3. Newspaper to 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 Magazines on across continents. In 10 of 10 emerging Nigeria 1. Television 2. Radio 3. Word of mouth 1. Television 2. Word of mouth 3. Radio markets and in seven of 11 developed Russia 1. Television 2. Word of mouth 3. Internet/ 1. Word of 2. Television 3. Billboards Salesperson mouth markets analyzed, television outranked 14 South Africa 1. Television 2. Newspaper 3. Magazines 1. Television 2. Word of mouth 3. Radio other sources of information. Word-of- Thailand 1. Television 2. Newspaper 3. Word of Mouth/ 1. Television 2. Word of mouth 3. Billboards mouth was listed as either the second or Salesperson third choice in nine of 10 emerging markets Turkey 1. Television 2. Word of mouth 3. Magazines 1. Television 2. Word of mouth 3. Magazines and in eight of 11 developed markets. DEVELOPED COUNTRIES New Products New Stores Printed newspapers and magazines was Australia 1. Television 2. Internet 3. Word of mouth 1. Television 2. Newspaper 3. Word of mouth searches another popular source of information for Canada 1. Television 2. Direct Mail 3. Word of mouth 1. Word of 2. Television 3. Newspaper women in emerging markets, while the mouth use of the Internet was more pervasive in France 1. Television 2. Internet 3. Word of mouth 1. Word of 2. Billboards 3. Internet developed markets. searches mouth searches Germany 1. Word of 2. Television 3. Internet 1. Word of 2.Direct mail 3. Newspaper When it comes to getting information mouth searches mouth about 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 searches choice 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. Television source for women in eight of 11 developed South Korea 1. Internet 2. Television 3. Web 1. Internet 2. Word of 3. Television markets. Word-of-mouth ranked second searches Communities searches mouth with women in nine of 10 emerging Spain 1. Word of 2. Television 3. Internet 1. Word of 2. Television 3. Internet mouth searches mouth searches markets. Information sources placing Sweden 1. Direct mail 2. Newspaper 3. Television 1. Direct mail 2. Newspaper 3. Word of mouth second or third for women in developed United Kingdom 1. Television 2. Word of 3. Internet 1. Word of 2. Television 3. Internet markets varied between television, mouth searches mouth searches Internet, 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 mouth Worthy 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 into it comes to TV and all other information- creating opportunities for how women can seeking choices for both new products and • New products: 24 percent prefer TV, better engage with their brands, products new stores. This is an important marketing versus 15 percent Internet searches and and solutions will earn their trust and consideration—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 with In emerging countries, the gap between percent Internet searches TV and all other information choices is the new: Despite today’s dizzying array of media significant: 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 a Copyright © 2011 The Nielsen Company. 12
  14. 14. Across 95% of countries, Top three attributes that make you loyal to a particular brand quality is the #1 driver of EMERGING COUNTRIES brand loyalty. Brazil 1. Quality 2. Brand Trust 3. Price China 1. Quality 2. Efficacy 3. Familiarity While price is an important influencer for purchasing decisions across most India 1. Quality 2. Price 3. Innovation categories, it does not even make the Malaysia 1. Quality 2. Price 3. Brand Trust top three criteria in most countries when Mexico 1. Quality 2. Price 3. Efficacy it comes to faithfulness to a brand. The number one driver of brand loyalty across Nigeria 1. Quality 2. Familiarity 3. Efficacy 12 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. Familiarity trust ahead of quality). Thailand 1. Quality 2. Familiarity 3. Brand Trust Across industry sectors: food, beverages, Turkey 1. Quality 2. Brand Trust 3. Innocation health and beauty, apparel, personal and home electronics, pharmaceuticals and DEVELOPED COUNTRIES automotive, women in the study provided Australia 1. Quality 2. Brand Trust 3. Efficacy insights to help answer three critical Canada 1. Quality 2. Brand Trust 3. Familiarity questions: 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. Efficacy When choosing which stores to shop in or what brands to purchase, price, good United Kingdom 1. Brand Trust 2. Quality 3. Efficacy value, quality products and convenience United States 1. Quality 2. Brand Trust 3. Familiarity are the most influential drivers for Source: Nielsen Women of Tomorrow Study 2011. women. But, when it comes to winning their loyalty, it is quality —not price —that keeps them coming back for more. Price and value can’t be ignored as features that attract an initial purchase decision, but the long-term play has to be about quality. Earn women’s trust early in her role as household purchaser, and she will be more likely to try new products in the mix. By balancing short-term strategies like price with longer-term quality and value objectives, both return-on-investment and 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
  15. 15. About the Women of Tomorrow Countries in the Study Survey The Nielsen Women of Tomorrow Survey DEVELOPED MARKETS was conducted between February and April 2011 and polled nearly 6,500 COUNTRY APPROACH SAMPLE women in 21 countries throughout Asia Australia Online 301 Pacific, Europe, Latin America, Africa and North America. The sample was fielded Canada Online 312 in developed countries using an online France Online 313 methodology. In emerging countries a mixed field methodology (MFM) approach Germany Online 308 of online, central location and/or door-to- Italy Online 307 door interviewing was used. The margin of error is +/- two points. The countries in Japan Online 299 the study represent 60% of the world’s South Korea Online 315 population and 78 percent of GDP. Spain Online 341 Additionally, results from the Nielsen Q1 2011 Global Online Survey were Sweden Online 312 referenced and they are noted in the United Kingdom Online 306 respective charts. The Q1 Global Online Survey was fielded March 23 —April 12, United States Online 307 2011. Total Developed 3421 About Nielsen EMERGING MARKETS Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement COUNTRY APPROACH SAMPLE company with leading market positions in marketing and consumer information, Brazil MFM 318 television and other media measurement, China Door-to-Door 317 online intelligence, mobile measurement, trade shows and related properties. India Door-to-Door 312 Nielsen has a presence in approximately Malaysia Door-to-Door 300 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. Mexico MFM 308 For more information, please visit www. Nigeria Door-to-Door 300 nielsen.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 are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 11/3424 www.nielsen.com 14

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