Women of tomorrow: A Study of Women Around the World (Nielsen JUN11)


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La compañía Nielsen ha presentado el pasado mes de junio el estudio "Women of tomorrow: A study of women around de world" en el que analiza el nuevo papel de las mujeres y la influencia de sus decisiones no sólo en hogar, los negocios y la política, sino cómo influyen su nuevo rol en las ventas y el nuevo uso que están dando de la tecnología. (inglés)

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Women of tomorrow: A Study of Women Around the World (Nielsen JUN11)

  1. 1. Women ofTomorrow:A Study of WomenAround the WorldJune 2011
  2. 2. When it comes to spending decisions, women are in control! 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? Women control the majority of purchasing decisions in a household and their influence is growing. Women across the for the better. world are expanding beyond traditional roles to influence decisions in the home, in business and in politics. Marketers have 85 Better access to education, improved 76 a massive opportunity to better connect women with the products they buy and the media technologies they use to make career opportunities and higher pay a positive impact both in their lives and in the bottom line. scales in both developed and emerging 63 So what traditional and new media influencers are most successful in driving women’s purchase decisions? Do women in economies are paving the way for a rise 56% 54 53 developed countries think and act differently than women in emerging countries? What concerns do women have now in women’s economic power. And that 48 48 47 45 and what do they expect for future generations? Do traditional roles still exist or do men and women share responsibilities sentiment is clearly evident in Nielsen’s 37 equally? Importantly, how can marketers not only reach women more effectively, but how can they create messaging that research, as nearly 80 percent of women better speaks to the sentiments and emotions that drive and empower women? surveyed in developed countries believe 16% the role of women is changing, and of To answer these questions, Nielsen surveyed women across generations and from all corners of both developed and those, 90 percent believe it is changing emerging economies. Reaching out to 21 countries representing 60 percent of the world’s population and 78 percent for the better. In emerging countries, the of GDP, this study provides insight into how current and future generations of female consumers shop and use media 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 differently. The findings are both enlightening and surprising. One universal truth prevails: women everywhere believe their ric in De rgin az pe an ut ic er ss rk ay ex In Ch Br So Af lo ail ig e al roles are changing and they are changing for the better. 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 wayKey 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 to a better life is through education. In• 90% of women believe their role is unique. From daughters to mothers recommendations from people she developed economies, women’s access changing for the better. Eighty percent to grandmothers, there are some knows above all other forms. She is to higher education is considered an of women in developed economies commonalities across watch and most reticent to trust text ads on mobile established standard, while in emerging believe the role of women is changing buy behaviors, but it’s the unique phones. And if she trusts a company, it economies, attending college is often a and of those, 90 percent believe it will differences that savvy marketers need to means a lot. luxury for women and the aspiration is change for the better in all matters understand. much higher. from gender equality to politics to • TV is the preferred source to get • Social media has become an information about new products and The value of that privilege is evidenced opportunities in the workplace. indispensable tool. Women are services. Women rely on television to in the study, as 56 percent of women• A vast horizon of opportunities, expanding beyond their careers and get information about products, but as in emerging countries say they plan but a plateau of hope in developed homes to influence decisions in both the landscape continues to fragment, to allocate additional income for their economies. The aspirations for future business and politics to benefit others. complementary and integrated children’s education versus just 16 percent generations of women in emerging And they are leveraging social media marketing plans are vital. of women in developed countries. Women countries are bright, but women in platforms to solve problems, ask in Nigeria, India and Malaysia placed developed countries believe that the • Across 95% of countries, quality is the the most importance in saving for their questions and build communities. same opportunities —not more —will be #1 driver of brand loyalty. The number children’s education —a choice that available to their daughters. • Only 10% of women are highly one driver of brand loyalty across 17 ranked in the top three out of 25 different influenced by web ads with social factors in 20 of 21 countries is quality. options for how they plan to allocate their• Increasingly empowered, increasingly context. Technologies that appeal “Lowest price” doesn’t even make the additional salary in the next five years. 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 the strain even more than women in has significant room to grow. Invest in her Tomorrow developed economies. Invest in initiatives that further EMERGING MARKETS DEVELOPED MARKETS• When it comes to life’s decisions, educational/advancement Brazil Nigeria Australia Japan women want to share responsibility. China Russia Canada South Korea opportunities by connecting your A desire for male/female shared responsibilities in all matters from India South Africa France Spain brands/products with associations childcare to car purchases is echoed Malaysia Thailand Germany Sweden that align with her beliefs and everywhere, but breaking down some Mexico Turkey Italy United Kingdom aspirations. barriers in emerging countries continues. United States Copyright © 2011 The Nielsen Company. Copyright © 2011 The Nielsen Company. 1 2
  3. 3. Developed EmergingA horizon of Opportunities compared to your mother at your age and for your MORE opportunities for future women in Having access to technology 74 84 daughter in the future EMERGING countriesopportunities, but a Developed Emerging How do you think opportunities for your Having higher educational opportunities 54 83 53plateau of hope in Compared to Mothers For Daughters daughter when she’s your age in the future will Having opportunity to travel 82 compare to opportunities available to 40developed economies. you now in these areas? Achieving personal financial stability 45 81 More Same Less More Same Less Ability to purchase things you need 81Across both developed and emerging She will have MORE opportunities than I do. 44countries, the majority of women today Ability to purchase things you want 81believe they have more opportunities Choosing your own career path 50 80than their mothers did for everything from 58% 32% 9% 44% 48% 9% Having personal fulfillment 43 79achieving personal financial stability and Having opportunities to participate in sports activities 47enjoying better health to having more 77career opportunities and greater access Having opportunities to participate in leisure activities 47to technology. And while that level of 70% 23% 7% 77% 18% 5% 77 Having a healthy lifestyle 40attainment will grow and develop even 75further for women and their daughters in Achieving good work/life balance 40 75emerging countries, a plateau of hope is Source: Nielsen Women of Tomorrow Study 2011. Owning your own home/apartment 35 75emerging among the future generations 37for women in developed countries. Making your own decision about whom to marry 72 Making your own decision about if you will marry someone 37Across 18 dimensions analyzed, more 72 34than 77 percent of women in emerging Ability to retire when I choose 72countries believe the future will be Ability to eliminate debt 33 72brighter for their daughters. The areas 31where improvement will be the greatest Reducing stress in your day-to-day life 66 Source: Nielsen Women of Tomorrow Study 2011.are technology (84%), education (83%),travel (82%), financial stability (81%), Developed Emergingpurchasing power (81%) and careers(80%). Women in Turkey (92%), Nigeria SAME Opportunities for future women in Making your own decision about whom to marry 61 24(89%) and Malaysia (89%) were the most DEVELOPED countries Making your own decision about if you will marry someone 61optimistic. 25 How do you think opportunities for your 53 Having personal fulfillment 17In contrast, the majority of women in daughter when she’s your age in the future willdeveloped countries (48%) believe that compare to opportunities available to Having a healthy lifestyle 52 18the same opportunities —not more —will you now in these areas? Ability to eliminate debt 52 21be available to their daughters (with the She will have the SAME opportunities as I do. Reducing stress in your day-to-day life 51exception of access to technology, where 22three-quarters believe more opportunities Having opportunities to participate in sports activities 50 19will be available). And the reality of 49 Ability to purchase things you need 15today’s high cost of living with little spare Having opportunities to participate in leisure activities 49income is apparent as almost one-third 18(29%) believe that their daughters will be Achieving good work/life balance 49 19less likely to retire when they choose to 48 Ability to purchase things you want 15compared to today’s standards. Connect to the bigger Owning your own home/apartment 18 47Marketers need to recognize that whilewomen of tomorrow are optimistic, they picture: Choosing your own career path 16 46are also concerned about their home, Achieving personal financial stability 45 Give careful consideration to 14children and the future —both at the 42 supporting organizations that help Having higher educational opportunities 13micro (immediate family) and macro(environment, politics) levels. Having opportunity to travel 41 and empower women and share 14 37 her views on corporate social Ability to retire when I choose to 21 24 responsibility. Having access to technology 12 Source: Nielsen Women of Tomorrow Study 2011. Copyright © 2011 The Nielsen Company. Copyright © 2011 The Nielsen Company. 3 4
  4. 4. Increasingly empowered, As empowerment increases, so do her stress levels 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?increasingly stressed. Developed Emerging decisions, women want to BothFemale respondents in all parts of the share responsibility. Developed Men primarily men and women Women primarilyworld say they are pressured for time, equally I often feel Women may control the spendingrarely have time to relax and feel stressed 54% 62% in a household, but what they really Food 6% 51% 43%and overworked most of the time, but pressured for time desire is to have more equally-shared Health/Beauty 4 32 64women in emerging countries feel the responsibilities with the partners in their Clothes 5 50 45strain even more so than women in I rarely havedeveloped countries. Many women time to relax 37% 55% lives about decisions on all matters from Home electronics 37 54 9 taking care of the children to purchasingtoday are wearing multiple hats by Personal electronics 31 61 9 a car.balancing both career and home/family I feel stressed/ Car 45 49 6responsibilities. In many emerging overworked most 38% 49% As more women enter the workforce,markets, this revolutionary change is in of the time roles blur as traditional norms for Pharmaceutical prescription/OTC drugs 7 62 31the early stages of development, while predominantly male or female Family finances 22 63 15 Source: Nielsen Women of Tomorrow Study 2011.in developed markets, this evolution has responsibilities change. There is strong Insurance 26 61 13been on-going for a longer period of time. consistency across developed and 48 Where will you allocate additional Developed Emerging Child care at home 4 48 emerging economies that both menIn emerging markets, women in India money you earned or expect Managing child care outside the home 5 51 44 and women are equally “best fit” as the(87%), Mexico (74%) and Russia (69%) to earn over the next Vacations/holidays 40 58 11 73 16 primary decision makers for most roles. Social/activity membershipsreport they are most stressed/pressured five years? Groceries 57for time; in developed markets, women 68 In developed economies, the notion of Locations for social activities 9 71 20 General savings 55in Spain (66%), France (65%) and Italy 51 shared decision-making responsibilities is Both Men men and Women(64%) are most time-strained. Product Pay off debt/credit cards/loans 25 55 well established for all matters, although Emerging primarily women primarilyinnovations that save time and provide health and beauty purchases and taking equally Clothes 53short-cuts are not only useful, but these 70 care of the children at home remain the Food 8% 43% 48%improvements will go a long way in Home improvement or redecorating 49 responsibilities where women are still the 42 Health/Beauty 4 25 71providing the resources needed by multi- Retirement savings 41 primary influencers. 6 46 25 Clothes 48tasking women who are always on the go. Automobiles/other transportation 33 39 In emerging economies, men are still Home electronics 46 45 9Additionally, the research shows that 36 viewed as the primary decision-making Personal electronics 40 52 8 Emergency use 32women living in emerging countries stakeholders when it comes to purchasingallocate more of their extra earnings Health/beauty items 29 53 home electronics or cars, and women Car 55 40 6for basic essentials such as food and Entertainment outside your home 28 predominate in the health and beauty, Pharmaceutical prescription/OTC drugs 13 56 31 26clothing, while women in developed 25 food/grocery departments and on all Family finances 33 53 14 Charitable causes 14countries indicate that they are more matters having to do with the children 22 Insurance 40 49 11likely to allocate additional money toward Insurance (not including health insurance) 14 inside and outside the home. But howvacations, buying groceries, paying off much longer will decision making continue Child care at home 4 37 60 Internet/telecom services 13 19debts, and for general savings. One to fall along these lines? Managing child care outside the home 9 44 47 Health insurance 19contributing factor in the higher stress 29 And while shared decision-making Social/activity memberships 21 61 18levels reported among women in emerging Investments (not including retirement) 18 20 responsibilities are desired, some Locations for social activities 16 63 21countries is likely due to little spare cash 16 Education for your children 55 traditional sentiments are evident:remaining after the staples are covered to Source: Nielsen Q1 Global Online Survey. A new home 16 Across the countries surveyed, nearlykick-back, relax and go on holiday. 32 Personal electronics 16 23 one-third (31%) of both men and women believe that men are best fit to hold Treat her with equality: Make her life easier: Home electronics 15 39 political office, maintain workplace Use collaborative and reciprocal 12 positions of authority (29%) and make Develop time-saving product Education for yourself 21 major purchases (22%). language and include her as a 11 innovations that deliver multiple Toward having a child/having more children 12 shared decision maker in campaigns 10 benefits and satisfy various needs. Personal services (e.g. home cleaning, nanny, etc.) 16 that are centered in industries 8 Give back rewards that ease her Supporting non-immediate family (e.g. grandparents) 27 that often cater to men, such as 4 automotive, insurance and finance. complex life. A second home 12 Source: Nielsen Women of Tomorrow Study 2011. Copyright © 2011 The Nielsen Company. Copyright © 2011 The Nielsen Company. 5 6
  5. 5. Across generations women Generational women exhibit traits that make her unique Social media has influence” and becoming an indispensable tool for solving problems, asking during major TV events like awards shows and reality programming.are alike in many ways, but Daughters Optimistic Uncertain Grandmothers become an questions, and building the community. On a social level, women talk and text Mothers Mothersthey are also unique. AVG. AGE = 30 AVG. AGE = 47 AVG. AGE = 47 AVG. AGE = 67 indispensable tool. It is more than just entertaining; social media has functional benefits. Nielsen on their mobile devices more than men.Across generations, from daughters to Women want to expand beyond career Nielsen data shows that women talk 28 estimates that there are on averagemothers to grandmothers, women all and home to influence decisions in both percent more and text 14 percent more Most impulsive More shopping Good value Most habitual between 200–300 dedicated women’saround the world worry about future BUY business and politics to benefit others. than men every month; they are also ahead conscious shopper discussion forums across global marketsopportunities, even in the face of Women continue to be caregivers at heavier users of social features of phones (not counting individual blogs) whereoptimism. High stress is universal, but home, but they also want to positively (SMS, MMS, social networking) compared women connect with one another ondaughters (average age of 30) are most affect the broader community in to men who tend to use functional Heavier media Enjoys ads Heavier texting/ Word of Mouth issues ranging from family life, managingstressed. As her family is early in its WATCH their neighborhoods, at work and in features more (GPS, email, Internet). user email careers, health and wellness, shopping andformation and income levels have not yet government. Women everywhere echoed increasingly financial health Marketers have an opportunity to betterreached full potential, there is constant similar sentiments about wanting to connect with women online to make thempressure to fulfill daily needs. Source: Nielsen Women of Tomorrow Study 2011. 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 fewerIn analyzing generations, three segments reward them for being an advocate for Daughters are the most impulsive Grandmothers are strong planners and sites during a single sitting—a valuable affecting policies that would impact her the brand. This pay-it-forward approachwere created: daughters, mothers, and shoppers and they are most likely to try the most habitual shoppers. She is the attribute to advertisers. They also visit family and the environment. is perfectly aligned with how women livegrandmothers. These segments are based new products. Buying on promotions most likely of the three groups to listen more social and community sites, which ison age characteristics and include all Social networking is connecting women their lives. is important and she will often go to to the radio, but she is catching up on especially important given the popularitywomen in the study, not just those who different stores to get the best deal. She technology as she utilizes email. across the globe, broadening her “circle of of immediate online/social discussionhave children. is also the most tech-savvy of the three As Baby Boomers (aged 47-65) become The women of tomorrow are connected groups and is an earlier adopter of newMothers (average age 47) were split most grandparents, technology usage among Claimed penetration in her household 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 all Developed Emergingand uncertain) defined by where they live this segment is also the most financially “Women who will be closely connected to types of media.(emerging versus developed countries), stable, marketers have an opportunity todriving the differences in optimism society through work will be demonstrating Mothers in developed markets are cross over generational lines with cross- Internet TV Cell Smartaround opportunities for their daughters. heavy Internet users and rely on texting platform advertising that speaks to their phone phone leadership by forging various communitiesThis group experiences mid-level stress and email to communicate nearly as lifestyle habits. Likewise, messaging that where there is the emphasis on individualsbecause even though income levels much as daughters. Planned shopping empathizes with the high stress levelsare higher, finances are still a cause for qualification differences rather than 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. 90% 95% 95% 37% differences between the sexes.” – Japan67) 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 though “There will be an increase in the number ofbelieve they have achieved a good work- she enjoys advertising regardless of women in higher political office therebylife balance. the medium. Her phone is the primary 46% 98% 89% 18% method of communication. As her being able to affect real change in society inThe attitudes, outlooks, shopping habitsand media preferences that women hold income increases, she expects to do more areas where it is needed (e.g., poverty, healthare similar in many ways, but generational shopping in the future. Cater to her distinct Source: Nielsen Women of Tomorrow Study 2011. issues, education issues).” – Canadadifferences are the most apparent. Most needs:commonly held sentiments are decisionscentered on buying quality products that Think about the products women Be available and “Womens involvement in society isprovide good value at fair prices. Planned of different age groups purchase informed: increasing in all spheres (economic, social,shopping trips are typical, but occasionalimpulse purchases happen too. All women and the media technologies they Offer online 24/7 customer medical, political); they want to take anwatch TV and listen to the radio on a use and develop generational support, Twitter accounts and active part in their childrens futures.”regular basis. The differences in finances marketing strategies that address – France manufacturer-sponsored forums.as well as needs across generations,however, often dictate actual watch and the diverse habits that drive Listen and learn. Go on onlinebuy habits. behavior. Do not assume that all blogs and forums to find out how women are the same. women think and engage. Copyright © 2011 The Nielsen Company. Copyright © 2011 The Nielsen Company. 7 8