The Women of Tomorrow – Nielsen

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The Woman of Tomorrow
2011 Canadian Results
Insights from Nielsen’s study of women, their spending habits and what
makes them the most powerful consumers on the planet
Carman Allison
Director of Consumer Insights, Canada
Her global spending is equivalent to the size
of the total United States GDP
Women control
almost
$12 trillion
of the
$18 trillion in
global consumer
spending
2
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
It is why Nielsen undertook an important
research study
Sweden
3/3-10
Russia
France
Germany 3/28-3/30
2/24-28
2/24-28
Spain
U.K. 3/2-14
ItalyTurkey
2/18-23
China
2/25-3/1
Japan
South
Korea
3/22-25
3/19-22
2/25-3/2
3/8-16
India
3/25-30
Thailand
Nigeria
3/28-4/12
Malaysia
3/23-4/4
Canada
2/24-3/1
U.S.
2/22-25
Mexico
3/23-4/4
3/28-4/13
Brazil
3/23-4/4
South Africa
Australia
2/25-3/1
4/14-4/19
3
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The women of tomorrow will have a profound effect
on social, political and economic conditions
“Women's roles are becoming more and
more complex and comprehensive, meaning
they have to do it all.”
-- Canada
“We are just as smart as the women who
raised us, and the women who raised them,
but we now have the opportunity to use
those brains to do good.”
-- U.S.A.
4
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Why
Why is
is she
she so
so important?
important?
80%
of all consumer
goods purchases in the
Canada are influenced and/or
made by women
5
Global Online Survey 2011 – Women of Tomorrow
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Hear is what we learned about the Women of
Tomorrow
1.
Changing for the better
2.
Empowered, yet stressed
3.
In the know
4.
It’s a matter of trust
5.
6.
7.
8.
9.
10.
Quality = loyalty
Make it social and relevant
Leveling the playing field
Reaching out and reaching in
Advancing, but still jumping hurdles
Connected, but different
6
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The ties that bind
Common threads
• Based on our research we know that she is …
connected/
community
Voracious
about seeking
information
Shared
responsibility
Aspirational &
Optimistic
burdened
empowered
7
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Satisfying Need States Emergence
Women in developed markets
Women in emerging markets
Complex need states
Focused need states
Desire convenience to ease
mounting stress
Responsible for satisfying In-home
dynamics
Seek to effectively manage the
budget
Aspire to take on more
responsibilities outside the home
Engage with social and relevant
communities that are sourced
from personal and virtual means
Engage with social and relevant
communities that are sourced from
personal means
8
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Income,
Marriage
& Children
9
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The majority of female households have more than
one income – increasing purchasing power
Female Households - # of Incomes
1 income
43%
30%
61%
2 incomes
50%
>2 incomes
7%
9%
Total
<35 yrs
45%
51%
49%
45%
7%
4%
35-44 yrs 45-64 yrs
42%
47%
11%
65+ yrs
10
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
In most developed countries, the number of one
and two income households are evenly split.
In your household, is there one income, two incomes, or more than two incomes? (%)
46
43
54
37
47
50
43
42
42
46
37
68
One Income
Two Incomes
50
47
50
45
41
44
54
55
51
53
More Than
Two Incomes
46
25
18
7
Total
Developed
5
US
7
Canada
5
UK
9
Italy
9
7
South
Sweden Australia Korea
Japan
7
France Germany Spain
5
11
Global Online Survey 2011 – Women of Tomorrow
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Canadian women contribute a greater percentage to a
household’s income than their American neighbours
Female Contribution to Household’s Income
51%
60%
100%
26%
23%
Approx 75%
9%
Approx 50%
5%
20%
Approx 25%
25%
None
24%
28%
29%
US
11%
Canada
12
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The majority of women in developed countries
contribute 50% or more of their household’s income.
Developed Countries
57%
Europe
None, 17%
100%, 24%
Approximately
25%, 26%
Women
contributing
50% or more
Approximately
75%, 7%
Sweden
77%
France
74%
Germany
71%
Spain
59%
Italy
56%
U.K.
54%
North America
56%
Canada
60%
U.S.
51%
Asia
Approximately
50%, 26%
-
-
Australia
62%
South Korea
33%
Japan
27%
13
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Females contribution to household income has
increased in one third of homes – more so in Canada
How has female contribution to household income changed?
Past 5 Years
Increase
No Change
Decrease
Past 1 Year
33%
26%
32%
55%
63%
60%
20%
12%
11%
8%
US
Canada
US
Canada
30%
50%
14
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
More Canadian women expect their contribution to
household income to increase than women in the US
How will female contribution to household income changed?
Next 1 Year
Increase
No Change
Decrease
Next 5 Years
26%
32%
33%
38%
63%
60%
53%
52%
11%
8%
13%
9%
US
Canada
US
Canada
15
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women in the Unites States are more likely to get
married than women in Canada
At what age did you first or at what age do you intend to get married?
6
33
No Intention
51
50+
45-49
40-44
22
35-39
30-34
25-29
11
18-24
23
6
5
4
8
23
US
Canada
Undrer 18
16
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
More Canadian women intended to have children
at later age or not at all versus American women
At what age did you first or at what age do you intend to have children?
4
3
24
39B
No Intention
50+
21
45-49
40-44
35-39
30-34
24
18
25-29
18-24
Under 18
15
3
9
8
A
15A
17
US
Canada
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Changing
and
changing for
the better
18
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The majority of women feel their roles will continue to
evolve into the future – more so than men
Do you think gender roles will change in the future?
Role of Women
No
22%
25%
Role of Men
27%
54%
Yes
78%
75%
US
63%
35%
37%
US
Canada
73%
46%
Dev.
65%
Canada
Dev.
19
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Today’s Canadian women feel their daughters
will have similar opportunities and challenges
Greater opportunities for their daughter
79% Access to technology
16% Retire when I chose
53% Higher education levels
15% Own a home
51% Opportunity to travel
14%
47% Chose own career path
13% Ability to eliminate debt
47% Participate in sports
12% Achieve financial stability
Reduce daily stress
Fewer opportunities for their daughter
20
Global Online Survey 2011 – Women of Tomorrow
North America Rollup
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Today’s Canadian women feel they had more
opportunities than Americans for…
Pt change versus
US women
More opportunities than your mother
Education (+7 pts)
Opportunity to travel (+5 pts)
Chose career path (+5 pts)
Personal fulfillment (+4 pts)
Ability to retire (+3 pts)
21
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Today’s Canadian women feel their daughters
will have similar opportunities and challenges
Greater opportunities for their daughter
79% Access to technology
16% Retire when I chose
53% Higher education levels
15% Own a home
51% Opportunity to travel
13%
47% Chose own career path
12% Ability to eliminate debt
47% Participate in sports
10% Achieve financial stability
Reduce daily stress
Fewer opportunities for their daughter
22
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Empowered
and
Burdened
23
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are feeling the stresses of
life but are managing well
Rank
% Agree
Global
Dev
US
Canada
I have achieved a
good work-life
balance
57%
51%
59%
58%
I feel stressed for
time
58%
54%
53%
52%
I feel stressed and
overworked most of
the time
43%
38%
36%
33%
I rarely have time to
relax
45%
37%
37%
32%
24
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Versus their neighbors, Canadian women are better off
financially and worry less about future opportunities
Rank
% Agree
Global
Dev
US
Canada
I’m in a stable financial
situation
53%
47%
44%
58%
I feel men and women
have the same
opportunities
58%
45%
56%
53%
I worry about the future
opportunities for my
son/grandson
62%
56%
58%
47%
I worry about the future
opportunities for my
daughter/granddaughter
62%
55%
55%
47%
25
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
In the next 5 years Canadian women are expected to
spend more on vacations and clothes in addition to
some fiscal responsibility
Areas expected to allocate more money in the next 5 yrs.
66%
Vacations
Clothes
Pay debt /
loans
59%
55%
General
savings
53%
Groceries
53%
Top 5
Canadian
Women
26
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
In the next 5 years Canadian women are
expected to spend more than…
Global women on…
US women on…
Paying off debt
+16
Vacations
+19
Retirement savings
+12
Clothes
+14
Clothes
+9
New home
+11
Investments
+6
Investments
+10
Groceries
+5
Retirement savings
+9
27
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
In the next 5 years Canadian women are
expected to spend more than…
Top 5
Mothers
Non-Mothers
Grandmothers
Vacations
Vacations
Vacations
Home Improvement
Clothes
Clothes
Clothes
General Savings
Groceries
Pay Off Debt
Retirement Savings
General Savings
Groceries
Pay Off Debt
Home Improvement
28
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
In the next 5 years Canadian women are
expected to spend more than…
Top 5
Lesser Educated
More Educated
Pay Off Debt
Vacations
Clothes
General Savings
Vacation
Clothes
Groceries
Retirement Savings
Home Improvement
Groceries
29
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Learning about
new stores and
products is a
mix of the old
and the new
30
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Word of mouth and television remain the primary
source of information for new products and stores
Top 3 sources of information
Canadian
Women
American
Women
New Products
New Stores
Television
Word of Mouth
Direct Mail
Television
Word of Mouth
Newspaper
Television
Word of Mouth
Word of Mouth
Direct Mail
Internet Search
Television
31
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Reaching
women is one
thing – gaining
their trust is
another
32
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are more likely to trust
recommendations from friends – less trusting of
newer forms or advertising
Top 5 Canadian Women – Trust forms of advertising
Trust Completely
Do No Trust At All
Recommendations
from people we know
Text ads on mobile
phones
Consumer opinions
posted online
Ads on mobile devices
Emails signed-up for
Ads on social
networks
Ads on Radio
Online banner ads
Ads in Newspapers
Products in TV shows
33
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are more likely to use the
internet for leisure and social activities
Rank
Internet -- % Agree
Dev
US
Canada
I use the internet for leisure
81%
89%
88%
Use the internet to research
things I want to buy
84%
89%
84%
The internet is my primary source
of news, current events, etc.
62%
61%
55%
I am active on social media sites
39%
48%
44%
I spend too much time on the
internet
49%
48%
43%
34
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women wish they had more time to read
and feel they are watching too much TV
Rank
% Agree
Dev
US
Canada
I wish I had more time to read
books
64%
63%
62%
I listen to the radio on a regular
basis
52%
53%
54%
I wish I had more time to read
magazines
43%
40%
40%
I spend too much time watching
TV
31%
31%
40%
35
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women are less
confident about
the economic
recovery then
men
36
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are less optimistic as men
but more hopeful than their US counterparts
Consumer Confidence Index
Men
99
Women
109
95
94
82
Emerging
83
73
Develped
Canada
83
US
37
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are also so optimistic about a future
recovery – but twice the level of American women
% who think the recession will be over in the next 12 months
31%
Men
17%
Women
19%
8%
Canada
US
38
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are most concerned about rising food
costs more-so than rising fuel for men and Americans
Top 3 Concerns Over the Next 3 Months
Women
Men
Canada
United States
Rising Food Prices
Economy
Health
Rising Fuel Prices
Debt
Debt
Health
Economy
Rising Fuel Prices
Rising Fuel Prices
Debt
Debt
39
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women and men are aligned with paying off
debt and savings but more likely to have ‘no spare cash’
Top 3 Activities For Spare Cash
Women
Men
Canada
United States
Paying Debt
Savings
No Spare Cash
Paying Debt
Savings
No Spare Cash
Paying Debt
Savings
Savings
Paying Debt
Vacations
No Spare Cash
40
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women and men in both Canada and the US will
exercise similar saving strategies in the coming months
Top 3 Activities Continuing to do to Save Money
Canada
Women
Men
United States
Saved on Gas/Utilities
Saved on Gas/Utilities
Reduce Take-out
Reduce Take-out
Switch to Cheaper Brands
Switch to Cheaper Brands
Saved on Gas/Utilities
Saved on Gas/Utilities
Reduce Take-out
Reduce Take-out
Switch to Cheaper Brands
Switch to Cheaper Brands
41
Source:Global
NielsenOnline
Global Survey
Online Consumer
Confidence
March 2011
2011 – Women
ofSurvey
Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Quality and
value are
the way to a
women’s
heart
42
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Price dominates the decision influencers for Canadian
women followed by value and trusted brand
Top 3 Influencers When Deciding What to Buy – Canadian Women
Influencers
1st
2nd
3rd
Food
Price
Value
Availability
Health & Beauty
Price
Value
Trusted Brand
Pharmaceuticals
Prof Reco
Price
Value
Clothes
Price
Value
Promotions
Electronics
Price
Value
Trusted Brand
Car
Price
Value
Trusted Brand
Cust Service
Price
Value
Price
Value
Cust Service
Family Finances
Insurance
43
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When deciding where to shop, Canadian women
are focused on getting value for the money
Top 3 Influencers When Deciding Where to Shop – Canadian Women
Influencers
1st
2nd
3rd
Food
Value
Familiarity
Convenience
Beverages
Value
Convenience
Familiarity
Health & Beauty
Value
Quality
Convenience
Pharmaceuticals
Convenience
Familiarity
Value
Cleaning Products
Value
Promotions
Has what I need
Clothes
Value
Quality
Ambiance
Electronics
Value
Quality
Variety
Auto/Transport
Value
Quality
Info provided
44
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Quality, trusted brand and familiarity drive brand
loyalty for women regardless of life-stage and age
Top 3 Drivers of Brand Loyalty – Canadian Women
Influencers
1st
2nd
3rd
Total Women
Quality
Trusted Brand
Familiarity
Mother
Quality
Trusted Brand
Familiarity
Non-Mothers
Quality
Trusted Brand
Familiarity
Grandmothers
Quality
Trusted Brand
Familiarity
Under 35 yrs
Quality
Trusted Brand
Efficacy
Age 35-44 yrs
Quality
Trusted Brand
Familiarity
Age 45-64
Quality
Trusted Brand
Familiarity
Age 65 yrs +
Quality
Trusted Brand
Familiarity
45
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Lowest Price is more important at driving product
loyalty to American women than Canadian
What makes you loyal to a particular product/brand?
Quality
Is A Product/Brand That I Know I Can Trust
Familiarity/Have Used For A Long Time
Efficacy/It Works Well Or Works The Best
Lowest Price
46
46
43
Available At Multiple Stores I Shop At
37
37
Provides Meaningful Benefits
28
33
Offers A Wide Selection Of Options
21
26
20
26
Commitment To Environmental Responsibility
Brand Name/Designer Label
Us
Canada
10
13
Innovation
Creativity In Advertising
79
84
76
72
68
66
69
63
61
6
5
46
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women want
to share the
responsibility
for life’s
decisions
47
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When it comes to fast moving consumer goods men
and women agree on the appropriate decision makers
Who is the most appropriate decision maker? - Canada
Women Think
Purchasing…
Men Think
Male
Female
Dual
Male
Female
Dual
Food
2%
48%
51%
16%
22%
62%
Health & Beauty
0%
72%
27%
9%
51%
41%
Pharmaceuticals
1%
38%
61%
14%
16%
71%
Both women and men think females are the better decision
makers when it comes to Health & Beauty products
48
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Other than clothing, when it comes to larger purchases
women want to share the decision making
Who is the most appropriate decision maker? - Canada
Women Think
Purchasing…
Men Think
Male
Female
Dual
Male
Female
Dual
Clothes
1%
55%
45%
10%
30%
60%
Home
Electronics
26%
6%
67%
47%
1%
53%
Personal
Electronics
22%
7%
71%
42%
2%
56%
Car
40%
5%
56%
51%
2%
48%
Women and men are polarized when it comes to
clothing and cars
49
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When it comes to managing the home, both men and
women want to share in the decision making
Who is the most appropriate decision maker? - Canada
Women Think
Men Think
Managing…
Male
Female
Dual
Male
Female
Dual
Family Finances
10%
18%
71%
29%
7%
64%
Insurance
16%
12%
72%
33%
6%
61%
Child Care
In the home
0%
53%
46%
10%
40%
50%
Child Care
Outside the home
2%
48%
50%
10%
38%
52%
Women rate themselves higher for managing child
care in the home
50
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Gender roles
are evolving
to be less
traditional
51
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Both women and men feel they are best suited to
provide for the family and manage the parenting role
Best Gender for…
Women Think
Men Think
Task (Canada)
Male
Female
Both
Male
Female
Both
Working outside the
home
16%
5%
79%
17%
4%
79%
Earning equal pay
10%
7%
83%
10%
5%
85%
Taking care of children
in the home
0%
36%
64%
6%
22%
72%
Making child care
decisions out of home
1%
30%
69%
4%
20%
76%
Having the primary
parenting role
3%
27%
71%
7%
19%
74%
Women rate themselves higher for managing the children
52
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When it comes to household finances and purchases,
both sexes feel either is best suited for the task
Best Gender for…
Task (Canada)
Women Think
Men Think
Male
Female
Both
Male
Female
Both
Making decisions about
household finances
6%
16%
78%
14%
8%
79%
Managing household
finances
4%
27%
69%
16%
9%
75%
Choosing which
groceries to buy
0%
47%
53%
7%
19%
74%
Making decisions for
major purchases
6%
5%
89%
18%
4%
78%
Making family medical
decisions
1%
29%
70%
6%
11%
83%
Women rate themselves higher for groceries and medical
decisions – less of a dual role
53
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When it comes to education, positions of authority, faith
and charity, men rate both sexes higher than females
Best Gender for…
Women Think
Men Think
Task (Canada)
Male
Female
Both
Male
Female
Both
Having higher
education
5%
14%
81%
10%
4%
86%
Holding political office
19%
6%
75%
15%
5%
80%
Holding place of
authority in workplace
22%
5%
73%
15%
3%
82%
Choosing church of
faith
2%
22%
76%
6%
9%
86%
Donating to charities
1%
29%
70%
6%
11%
83%
Women rate themselves higher for groceries and medical
decisions – less of a dual role
54
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Making
women’s lives
better – it’s
about being
social and
relevant
55
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian Women primarily use the internet for leisure
and doing research on products they plan to buy
Canadian Women use the internet for…
88%
Leisure
84%
Buying Research
News & Current Events
Social Media
55%
45%
56
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
New technologies and quick access to information has
made life easier for the majority of Canadian women
Which technologies have made life better for Canadian women?
72%
High Speed Internet
67%
E-Book Reader
62%
Digital Camera
60%
Laptop Computer
58%
Smartphone
Desktop Computer
55%
DVR
56%
54%
Cell phone
Tablet PC
Social networking
Top 10
50%
43%
57
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women prefer the internet as their
primary source of media
If you could only choose one form of media, it would be…
Dev
US
Canada
Computer with Internet
60%
62%
62%
Television
18%
22%
22%
Mobile / Smartphone
11%
11%
6%
58
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women prefer to communicate via phone and email
but are more likely to engage in social networking sites
Primary form of electronic communication with friends & family
Dev
US
Canada
Phone
55%
48%
46%
Email
19%
31%
33%
Texting
17%
11%
5%
7%
9%
13%
Social Networking Sites
59
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian females are more likely to be
engaged in social media across all age ranges
Do you visit social media websites? Gender…
% of Online Users
87
89
89
75
67
female
male
73
60
58
52
42
32
Total
<24 yrs
25-35 yrs
35-54 yrs
55-64 yrs
40
65+
60
Source: June
2010Online
Nielsen PanelViews
Media–Survey
- Individual
responses
Global
Survey 2011
Women
of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Understanding
the path to
purchase
61
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
TV and print plays a role in motivating women
to purchase for fast moving consumer goods
Which media influences what products you buy? – Canadian Women
When purchasing
1st
2nd
3rd
Newspaper/Mag
TV commercial
Does not apply
Health & Beauty
TV commercial
Newspaper/Mag
Does not apply
Pharmaceuticals
Does not apply
TV commercial
Newspaper/Mag
Clothes
Does not apply
Newspaper/Mag
TV commercial
Electronics
TV commercial
Info / Research
Newspaper/Mag
Car
Does not apply
Info / Research
TV commercial
Family Finances
Does not apply
Info / Research
TV commercial
Insurance
Does not apply
Info / Research
TV commercial
Food
Access to information plays an greater role for
larger purchases
62
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women value recommendations from friends and
family when looking for information on what to buy
What’s most relevant when looking for information on what to buy? – Canada
When purchasing
Both
Male
Female
Recommendations from
people you know
23%
20%
25%
Consumer opinions
posted online
10%
12%
9%
Branded websites
8%
9%
7%
Ads on TV
7%
8%
5%
Emails I signed up for
5%
5%
5%
63
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women are
planners when
it comes to
shopping
64
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women plan in advance but are open to
impulsive purchases and trying new items
When shopping…
Canada
88
US
89
76
73
52
I usually plan
what I buy
before I shop
Even if I plan,
I purchase
items not
planned for
55
I love to try
new brands
and products
65
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women feel their effort of deciding where to
shop is important and pays off in the end
When shopping…
Canada
74
US
78
26
Planning where to
shop is important and
pays back
22
I expect to do more
shopping in the future
than I do now
66
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women generally just shop the sections of
the store they need – convenience is key
When in store…
Canada
70
US
78
56
57
43
I generally just
visit the
sections of the
store I need
I know what I want
and go straight
where it is and get
out quickly
47
I often change
stores because
of advertising
and promotions
67
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When it comes
to shopping
women check
prices carefully
68
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
When purchasing grocery items, Canadian women
check prices carefully and are motivated by promotions
When purchasing, what usually happens?
Price & Promotion Influencers
Food
Beverages
Hh Cleaning
I check prices carefully
46%
35%
31%
23%
36%
31%
I buy a brand on deal/promotion that I
noticed in store.
34%
27%
27%
I search for deals and promotions online
17%
10%
12%
I choose a brand I saw recently
advertised
14%
9%
10%
I choose a brand from a special display,
not the regular aisle
10%
5%
5%
I use a discount coupon for the brand I
purchase
Top 3 Results for Segment
69
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women put their preferences first – buying
what they prefer or the one they always do
When purchasing, what usually happens?
Preference Influencers
Food
Beverages
Hh Cleaning
I get the one I prefer
43%
37%
39%
36%
33%
35%
I get the one my spouse prefers
12%
12%
1%
I get the one my spouse and I decide on
together
12%
11%
4%
I buy the one that someone
recommended
11%
8%
9%
I get the one my kids prefer
9%
7%
2%
I buy the same one I always do
Top 3 Results for Segment
70
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women are more likely to try new products
and read packages when buying food
When purchasing, what usually happens?
Selection Process Influencers
Food
Beverages
Hh Cleaning
I see a new brand that looks interesting
and decide to try it
25%
19%
15%
I read the descriptions on several packs
24%
10%
14%
I careful research options/features in
advance
6%
4%
5%
I’m in a rush, so I just chose one, almost
at random
4%
5%
5%
Top 3 Results for Segment
71
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women are less price and promotionally
sensitive when buying OTC items vs Health & Beauty
When purchasing, what usually happens?
Price & Promotion Influencers
Health &
Beauty
Pharma/
OTC
Personal
Electronics
38%
23%
29%
13%
41%
8%
I buy a brand on deal/promotion that I
noticed in store.
26%
17%
12%
I search for deals and promotions online
13%
12%
5%
6%
29%
5%
6%
2%
1%
I check prices carefully
I use a discount coupon for the brand I
purchase
I choose a brand I saw recently
advertised
I choose a brand from a special display,
not the regular aisle
72
Top 3 Results for Segment
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women put their preferences first – buying
what they prefer or the one they always do
When purchasing, what usually happens?
Preference Influencers
Health &
Beauty
Pharma/
OTC
Personal
Electronics
41%
32%
27%
36%
19%
4%
4%
2%
3%
5%
5%
16%
I buy the one that someone
recommended
13%
14%
15%
I get the one my kids prefer
2%
2%
2%
I get the one I prefer
I buy the same one I always do
I get the one my spouse prefers
I get the one my spouse and I decide on
together
Top 3 Results for Segment
73
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women are more likely to research options and
features when buying personal electronics
When purchasing, what usually happens?
Selection Process Influencers
Health &
Beauty
Pharma/
OTC
Personal
Electronics
I see a new brand that looks interesting
and decide to try it
19%
7%
4%
I read the descriptions on several packs
21%
25%
16%
I careful research options/features in
advance
9%
13%
42%
I’m in a rush, so I just chose one, almost
at random
2%
2%
1%
Top 3 Results for Segment
74
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Canadian women check prices carefully when
buying clothes and home electronics
When purchasing, what usually happens?
Price & Promotion Influencers
Clothes
Home
Electronics
Automotive
51%
9%
41%
6%
34%
2%
I buy a brand on deal/promotion that I
noticed in store.
28%
12%
4%
I search for deals and promotions online
20%
7%
29%
4%
18%
2%
6%
2%
1%
I check prices carefully
I use a discount coupon for the brand I
purchase
I choose a brand I saw recently
advertised
I choose a brand from a special display,
not the regular aisle
75
Top 3 Results for Segment
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women may put their preferences first when buying clothes but
consult their spouse for automotive purchases
When purchasing, what usually happens?
Preference Influencers
Clothes
Home
Electronics
Automotive
46%
10%
19%
4%
18%
4%
4%
2%
8%
26%
5%
28%
I buy the one that someone
recommended
7%
13%
10%
I get the one my kids prefer
4%
2%
1%
I get the one I prefer
I buy the same one I always do
I get the one my spouse prefers
I get the one my spouse and I decide on
together
Top 3 Results for Segment
76
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Women are more likely to research options and features
when buying home electronics and automotive
When purchasing, what usually happens?
Selection Process Influencers
Clothes
Home
Electronics
Automotive
I see a new brand that looks interesting
and decide to try it
13%
4%
1%
I read the descriptions on several packs
3%
14%
7%
I careful research options/features in
advance
7%
48%
41%
I’m in a rush, so I just chose one, almost
at random
1%
1%
0%
Top 3 Results for Segment
77
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Best Practices for Marketing to the women of tomorrow
• Use emotion-based, visual imagery (not facts
and figures). Focus, for example, on human
elements and faces.
• Layer emotional decision-making opportunities over
purely rational information.
• Use subtle humor and emphasize altruism.
• Be emotionally authentic.
• Strong emotional memories have long-lasting power
and will increase purchase intent among women.
• Social connections are crucial – help her feel
included, appeal to her through shared stories.
78
Global Online Survey 2011 – Women of Tomorrow
78
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Success through a series of macro and
micro strategies
Invest in her tomorrow:
1
•Align with their beliefs and aspirations
•Appeal to their aspirational needs for the better lifestyle that they deserve
•Develop strategies which segment huge populations into meaningful clusters
Ease her seat of worry:
2
•Recognize that, while women of tomorrow are optimistic, they are also concerned about their
micro and macro environment
•Women understand they are part of a larger global community, and as such are looking to for
companies that share their views on corporate social responsibility
Give her back time:
3
•Make things easier across all aspects of the purchase cycle: Advertising, packaging, in store,
transportability, usage, disposal.
•Simplify the navigation around the bigger ticket decisions; such as auto, insurance, education,
finances
79
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Success through a series of macro and
micro strategies
Earn her trust:
4
•Take time to understand how her networks help her and be part of those engagements.
• Connecting with her in these trusted environments helps her feel like a valued customer
•Assure your communications are authentic and provide her with the quality that earns her trust
of your brand
Connect to the bigger picture:
5
•Use Community based imagery and focus on connecting women to the big picture, with strong
emotional memories that have long-lasting power
•She’s a multi-tasker and likes being acknowledged for her abilities
•Acknowledge that she’s integrating many tasks and achieving many goals with every media
experience or product purchase
80
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Stay Connected to Consumer and Media Trends
Visit us online at nielsen.com
For the latest insights, visit us blog.nielsen.com/nielsenwire
81
Global Online Survey 2011 – Women of Tomorrow
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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