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

8/6/2019 Women of tomorrow: A Study of Women Around the World (Nielsen JUN11)

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Women oTomorrow:

A Study o WomAround the Wor

June 2011


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Copyright 2011 The Nielsen Company.

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Women control the majority o purchasing decisions in a household and their inuence is growing. Women across theworld are expanding beyond traditional roles to inuence decisions in the home, in business and in politics. Marketers havea massive opportunity to better connect women with the products they buy and the media technologies they use to makea positive impact both in their lives and in the bottom line.

So what traditional and new media inuencers are most successul in driving womens purchase decisions? Do women indeveloped countries think and act dierently than women in emerging countries? What concerns do women have nowand what do they expect or uture generations? Do traditional roles still exist or do men and women share responsibilitiesequally? Importantly, how can marketers not only reach women more eectively, but how can they create messaging thatbetter speaks to the sentiments and emotions that drive and empower women?

To answer these questions, Nielsen surveyed women across generations and rom all corners o both developed andemerging economies. Reaching out to 21 countries representing 60 percent o the worlds population and 78 percento GDP, this study provides insight into how current and uture generations o emale consumers shop and use mediadierently. The fndings are both enlightening and surprising. One universal truth prevails: women everywhere believe theirroles are changing and they are changing or the better.

When it comes to spending decisions, women are in control!

EMERGING MARKETS

Brazil

China

IndiaMalaysia

Mexico

Nigeria

Russia

South AfricaThailand

Turkey

DEVELOPED MARKETS

Australia

Canada

FranceGermany

Italy

Japan

South Korea

SpainSweden

United Kingdom

United States

Key Findings: 90% of women believe their role is

changing for the better.Eighty percento women in developed economiesbelieve the role o women is changingand o those, 90 percent believe it willchange or the better in all mattersrom gender equality to politics toopportunities in the workplace.

A vast horizon of opportunities,but a plateau of hope in developedeconomies. The aspirations or uturegenerations o women in emergingcountries are bright, but women indeveloped countries believe that thesame opportunities not more will beavailable to their daughters.

Increasin gly empowered, increasinglystressed. Women everywhere arepressured or time, have little time torelax and eel stressed/overworked,but women in emerging countries eelthe strain even more than women indeveloped economies.

Wh en it comes to lifes decisions,

women want to share responsibility.

A desire or male/emale sharedresponsibilities in all matters romchildcare to car purchases is echoedeverywhere, but breaking down somebarriers in emerging countries continues.

Across generatio ns women are alikein many ways, but they are alsounique.From daughters to mothersto grandmothers, there are somecommonalities across watch andbuy behaviors, but its the uniquedierences that savvy marketers need tounderstand.

Social media has become anindispensable tool. Women are

expanding beyond their careers andhomes to inuence decisions in bothbusiness and politics to beneft others.And they are leveraging social mediaplatorms to solve problems, askquestions and build communities.

Only 10% of women are highlyinuenced by web ads with socialcontext. Technologies that appealto womens innate nature to engage,connect and multi-task are lie-changers,but social media advertisinghas signifcant room to grow.

She trusts those she knows. When itcomes to advertising, women trustrecommendations rom people sheknows above all other orms. She ismost reticent to trust text ads on mobilephones. And i she trusts a company, itmeans a lot.

TV is the preferred source to getinformation about new products andservices. Women rely on television to

get inormation about products, but asthe landscape continues to ragment,complementary and integratedmarketing plans are vital.

Across 95% of countries, quality is the#1 driver of brand loyalty. The numberone driver o brand loyalty across 17actors in 20 o 21 countries is quality.Lowest price doesnt even make thetop three criteria among these countries.

90% o women believetheir role is changingor the better.Better access to education, improvedcareer opportunities and higher payscales in both developed and emergingeconomies are paving the way or a risein womens economic power. And thatsentiment is clearly evident in Nielsensresearch, as nearly 80 percent o womensurveyed in developed countries believethe role o women is changing, and othose, 90 percent believe it is changingor the better. In emerging countries, theuture is even brighter.

Education and access to technology areueling tomorrows optimism as womenaround the world know that one vital wayto a better lie is through education. Indeveloped economies, womens accessto higher education is considered anestablished standard, while in emergingeconomies, attending college is oten aluxury or women and the aspiration ismuch higher.

The value o that privilege is evidencedin the study, as 56 percent o womenin emerging countries say they planto allocate additional income or theirchildrens education versus just 16 percento women in developed countries. Womenin Nigeria, India and Malaysia placedthe most importance in saving or theirchildrens education a choice thatranked in the top three out o 25 dierentoptions or how they plan to allocate theiradditional salary in the next fve years.

Invest in her Tom

Invest in initiatives tha

educational/advancem

opportunities by conne

brands/products with

that align with her bel

aspirations.

Education or children is a top priority or women in emerging count

In which ways do you expect to allocate any additional money you have earne

expect to earn over the next fve years?

Source: Nielsen Women o Tomorrow Study 2011.

56%

16%

76

85

63

54 534 8 4 8 47 45

37

Nigeria

India

Mala

ysia

Thailan

d

Mexico

Turkey

South

Afric

aCh

ina

Russi

aBrazil

Emergin

g

Develop

ed


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4


More Same Less

Compared to Mothers

32%58% 9%

23%70% 7%

More Same Less

For Daughters

48%44% 9%

18%77% 5%

Developed Emerging

A horizon oopportunities, but aplateau o hope indeveloped economies.Across both developed and emergingcountries, the majority o women todaybelieve they have more opportunitiesthan their mothers did or everything romachieving personal fnancial stability andenjoying better health to having more

career opportunities and greater accessto technology. And while that level oattainment will grow and develop evenurther or women and their daughters inemerging countries, a plateau o hope isemerging among the uture generationsor women in developed countries.

Across 18 dimensions analyzed, morethan 77 percent o women in emergingcountries believe the uture will bebrighter or their daughters. The areaswhere improvement will be the greatestare technology (84%), education (83%),travel (82%), fnancial stability (81%),purchasing power (81%) and careers(80%). Women in Turkey (92%), Nigeria(89%) and Malaysia (89%) were the mostoptimistic.

In contrast, the majority o women indeveloped countries (48%) believe thatthe same opportunities not more willbe available to their daughters (with theexception o access to technology, wherethree-quarters believe more opportunitieswill be available). And the reality otodays high cost o living with little spareincome is apparent as almost one-third(29%) believe that their daughters will beless likely to retire when they choose tocompared to todays standards.

Marketers need to recognize that whilewomen o tomorrow are optimistic, theyare also concerned about their home,children and the uture both at themicro (immediate amily) and macro(environment, politics) levels.

Opportunities compared to your mother at your age and or yourdaughter in the uture


Having access to technology

Having higher educational opportunities

Having opportunity to travel

Achieving personal financial stability

Ability to purchase things you need

Ability to purchase things you want

Choosing your own career path

Having personal fulfillment

Having opportunities to participate in sports activities

Having opportunities to participate in leisure activities

Having a healthy lifestyle

Achieving good work/life balance

Owning your own home/apartment

Making your own decision about whom to marry

Making your own decision about if you will marry someone

Ability to retire when I choose

Ability to eliminate debt

Reducing stress in your day-to-day life

D eve lo pe d E m

MORE opportunities or uture women inEMERGING countries

How do you think opportunities or your

daughter when shes your age in the uture will

compare to opportunities available to

you now in these areas?

She will have MORE opportunities than I do .


Making your own decision about whom to marry

Making your own decision about if you will marry someone

Having personal fulfillment

Having a healthy lifestyle

Ability to eliminate debt

Reducing stress in your day-to-day life

Having opportunities to participate in sports activities

Ability to purchase things you need

Having opportunities to participate in leisure activities

Achieving good work/life balance

Ability to purchase things you want

Owning your own home/apartment

Choosing your own career path

Achieving personal financial stability

Having higher educational opportunities

Having opportunity to travel

Ability to retire when I choose to

Having access to technology

24

25

17

18

21

22

19

15

18

19

15

18

16

14

13

14

21

12

D eve lop ed E m

Connect to the biggerpicture:

Give careul consideration to

supporting organizations that help

and empower women and share

her views on corporate social

responsibility.Source: Nielsen Women o Tomorrow Study 2011.

SAME Opportunities or uture women inDEVELOPED countries

How do you think opportunities or yourdaughter when shes your age in the uture will

compare to opportunities available to

you now in these areas?

She will have the SAME opportunities as I do .


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during major TV events likeand reality programming.

On a social level, women taon their mobile devices moNielsen data shows that wopercent more and text 14 pthan men every month; theheavier users o social eatu(SMS, MMS, social networto men who tend to use uneatures more (GPS, email,

Marketers have an opportuconnect with women onlineeel like valued customers reward them or being an athe brand. This pay-it-orwis perectly aligned with hotheir lives.

inuence and becoming an indispensabletool or solving problems, askingquestions, and building the community.It is more than just entertaining; socialmedia has unctional benefts. Nielsenestimates that there are on averagebetween 200300 dedicated womensdiscussion orums across global markets(not counting individual blogs) wherewomen connect with one another onissues ranging rom amily lie, managingcareers, health and wellness, shopping andincreasingly fnancial health

Online, women are more engaged thanmen, spending more time on ewersites during a single sittinga valuableattribute to advertisers. They also visitmore social and community sites, which isespecially important given the popularityo immediate online/social discussion

Social media hasbecome anindispensable tool.Women want to expand beyond careerand home to inuence decisions in bothbusiness and politics to beneft others.Women continue to be caregivers athome, but they also want to positivelyaect the broader community intheir neighborhoods, at work and ingovernment. Women everywhere echoed

similar sentiments about wanting toplay an integral and equal part in makinga positive change or the uture andaecting policies that would impact heramily and the environment.

Social networking is connecting womenacross the globe, broadening her circle o

Be available andinormed:

Oer online 24/7 customer

support, Twitter accounts and

manuacturer-sponsored orums.

Listen and learn. Go on online

blogs and orums to fnd out how

women think and engage.

Internet

Developed Emerging

TV Cellphone

Smartphone

90% 95% 95% 37%

46% 98% 89% 18%

Women who will be closely connected

society through work will be demonstr

leadership by forging various communi

where there is the emphasis on individ

qualification differences rather than

differences between the sexes. Japan

Women's involvement in society is

increasing in all spheres (economic, soc

medical, political); they want to take an

active part in t heir children's futures.

France

There will be an increase in the nu

women in higher political office the

being able to affect real change in s

areas where it is needed (e.g., pover

issues, education issues). Canada

Grandmothers are strong planners andthe most habitual shoppers. She is themost likely o the three groups to listento the radio, but she is catching up ontechnology as she utilizes email.

As Baby Boomers (aged 47-65) becomegrandparents, technology usage amongthe older demographic will increase. Asthis segment is also the most fnanciallystable, marketers have an opportunity tocross over generational lines with cross-platorm advertising that speaks to theirliestyle habits. Likewise, messaging thatempathizes with the high stress levelso being a new or established mom willresonate in an impactul way.

Daughters are the most impulsiveshoppers and they are most likely to trynew products. Buying on promotionsis important and she will oten go todierent stores to get the best deal. Sheis also the most tech-savvy o the threegroups and is an earlier adopter o newtechnology. She is also the heaviest usero media and is the most inuenced by alltypes o media.

Mothers in developed markets areheavy Internet users and rely on textingand email to communicate nearly asmuch as daughters. Planned shoppingtrips and buying products with goodvalue are important, as are promotionsand discounts. In contrast, mothersin emerging countries are still heavilyreliant on TV and preer TV even thoughshe enjoys advertising regardless othe medium. Her phone is the primarymethod o communication. As herincome increases, she expects to do moreshopping in the uture.

Across generations womenare alike in many ways, butthey are also unique.Across generations, rom daughters tomothers to grandmothers, women allaround the world worry about utureopportunities, even in the ace ooptimism. High stress is universal, butdaughters (average age o 30) are moststressed. As her amily is early in itsormation and income levels have not yet

reached ull potential, there is constantpressure to ulfll daily needs.

In analyzing generations, three segmentswere created: daughters, mothers, andgrandmothers. These segments are basedon age characteristics and include allwomen in the study, not just those whohave children.

Mothers (average age 47) were split mostdistinctly into two groups (optimisticand uncertain) defned by where they live(emerging versus developed countries),driving the dierences in optimismaround opportunities or their daughters.This group experiences mid-level stressbecause even though income levelsare higher, fnances are still a cause or

concern. Grandmothers (average age67) are typically the most fnanciallystable and thereby the least stressed. Notsurprisingly, they are also most likely tobelieve they have achieved a good work-lie balance.

The attitudes, outlooks, shopping habitsand media preerences that women holdare similar in many ways, but generationaldierences are the most apparent. Mostcommonly held sentiments are decisionscentered on buying quality products thatprovide good value at air prices. Plannedshopping trips are typical, but occasionalimpulse purchases happen too. All womenwatch TV and listen to the radio on aregular basis. The dierences in fnances

as well as needs across generations,however, oten dictate actual watch andbuy habits.

Cater to her distinctneeds:

Think about the products women

o dierent age groups purchase

and the media technologies they

use and develop generational

marketing strategies that address

the diverse habits that drive

behavior. Do not assume that all

women are the same.

Generational women exhibit traits that make her unique


DaughtersAVG. AGE = 30

OptimisticMothers

AVG. AGE = 47

UncertainMothers

AVG. AGE = 47

GrandmothersAVG. AGE = 67

BUY

WATCH

Most impulsive More shopping

ahead

Good value

conscious

Most habitual

shopper

Word of MouthHeavier texting/email

Enjoys adsHeavier mediauser

The women o tomorrow are connectedClaimed penetration in her household



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She trusts those sheknows.As media channels continue to ragment,gaining share o space, mind and trustwill be an on-going challenge. Advertisingvia online media outlets needs to beconsidered a place where earning awomans trust is the intention and notsimply just another reach mechanism.By paying attention to how emaleconsumers respond to advertising via

various media outlets, more precise andsuccessul campaigns will ollow.

Across 22 orms o advertising measured,recommendations rom people youknow is by ar the most trustworthyadvertising source or women surveyedin both developed (73%) and emergingcountries (82%), but when it comes topaid advertising, opinions vary widely.Ater recommendations and opinionsposted online (49% developed/54%emerging), women in developed countriesput the most confdence in editorialcontent in newspapers (35%), brandedwebsites (32%) and emails she signed upor (29%). In emerging countries, brandedwebsites (60%) are the most trustedadvertiser-produced medium, ollowed by

newspaper editorials (56%), and ads onTV (49%).

38

1,2,2

3

4

5

3

8

6

9

7

10

13

15

18

1917

27

Russia

South Africa

Turkey

Brazil

Malaysia

Mexico

ThailandChina

India

Emerging Countries

3 9

3 10

7 14

10 13

12 1415

12 19

18 1722 18

33 20

Australia

Sweden

Canada

France

Germany

UK

Spain

USA

Italy

South Korea

Developed Countries

3

3

3

3

5

4 4

5 5

5 5

8 7

14 12

Standard web ad

Standard web ad with socialcontextshows which of yourfriends liked or followed theadvertised brand

Web ad that appears as anewsfeed update showswhich of your friends engagedwith (clicked on) advertisingfor a brand

1,4,2

14

Computer

Developed Emerging

Cellphone

Smartphone

StandardTV

58% 54% 52% 25%

73% 71% 68% 62%

31% 29%

51% 24%

R adi o Vi de ogames

Only 10% o women arehighly inuenced by webads with social context.Social networking has the power toconnect women across the globe, and asit does, their communities and circles oinuence become that much larger. Today,Nielsen reports that social media usage hasreached high penetration rates in countriessuch as the United States (73%), Italy(71%), South Korea (71%), Australia (69%),

France (64%), Brazil (63%) and Germany(50%).

And as the adoption rates o mediatechnology continue to rise in emergingcountries, these tools are making animportant impact on womens lives. Three-quarters o women in emerging countriessay the computer and the cell phone maketheir lie better overall, compared to justover hal o women in developed countries.

While technologies that appeal to womensinnate nature to engage, connect andmulti-task are lie-changers, advertising onsocial media sites is just in the early stageso making an impact to inuence decisions,with signifcant room to grow. Only sixpercent o women in developed countries

and 16 percent o women in emergingcountries say they are highly inuencedby web ads with social context shown onsocial media sites.

Women in emerging countries are morehighly inuenced than women in developedcountries. There is a airly even distributionamong the type o web ads that are mostpersuasive. Standard web ads that have asocial context showing which riends likedor ollowed an advertised brand has theslight edge over web ads that appear as anewseed update or standard web ads.

In emerging countries, women in India aremost highly inuenced by all three typeso web ads and women in South Arica andRussia are least persuaded. In developedcountries, South Korean women are mostinuenced by social media advertising andwomen in Australia and Sweden are mostimpartial.

Make it social andrelevant:

Integrate digital platorms into

your media mix that connect with

womens innate nature to engage

and multi-task. Create messaging

that ocuses on the issues that are

important in her lie.

Technology is making her lie better, especially in emerging markets

Makes her lie better overall


Even with increasing relevancy, inuencing her is a challenge

Source: Nielsen Q1 Global Online Survey.

Note: Japan and Nigeria are not included

Recommendations from people I know

Brand(ed) websites

Editorial content such as newspaper articles

Consumer opinions posted online

Ads on TV

Ads in magazines

Ads in newspapers

Products shown embedded in TV programming

Emails I signed up for

Branded sponsorships

Billboards and other outdoor advertising

Ads in radio

Ads before movies

Ads served in search engine results

Ads in website search results

Ads in free magazines

Ads in free newspapers

Ads on social networks

Online video ads

Online banner ads

Ads on mobile devices

Text ads on mobile phone

Developed Emerg

Women trust recommendations rom people she knows, but when to advertising, opinions vary widelyPercent o women that say they trust somewhat and trust completely



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marketing plan. Careul concreating opportunities or hbetter engage with their brand solutions will earn theitheir dollars.

TV is the preerred sourceto get inormation aboutnew products and services.When it comes to getting inormationabout new products, television continuesto be the most pervasive orm o media andis the number one source that women relyon across continents. In 10 o 10 emergingmarkets and in seven o 11 developedmarkets analyzed, television outranked 14other sources o inormation. Word-o-

mouth was listed as either the second orthird choice in nine o 10 emerging marketsand in eight o 11 developed markets.Printed newspapers and magazines wasanother popular source o inormation orwomen in emerging markets, while theuse o the Internet was more pervasive indeveloped markets.

When it comes to getting inormationabout new stores, television is still the topchoice or women in emerging markets,but word-o-mouth is the most popularsource or women in eight o 11 developedmarkets. Word-o-mouth ranked secondwith women in nine o 10 emergingmarkets. Inormation sources placingsecond or third or women in developed

markets varied between television,Internet, newspapers and direct mail.

Worthy o note is the disparity betweenemerging and developed countries whenit comes to TV and all other inormation-seeking choices or both new products andnew stores. This is an important marketingconsiderationespecially in developedmarketswhen balancing the marketingweight to put into various media vehicles.

In emerging countries, the gap betweenTV and all other inormation choices issignifcant:

New products: 54 percent preer TV,versus 11 percent word-o-mouth and 7percent magazines

New stores: 42 percent preer TV, versus18 percent word-o-mouth and 10percent newspapers

But in developed countries, other mediavehicles are closing the gap on TV as

Across the countries included in the study,the majority o women say they aremost reticent to trust text ads on mobilephones (44% in developed countries saythey do not trust vs. 30% in emerging),ads on social networks (38% developedvs. 23% emerging), and ads on mobiledevices such as smartphones and tabletcomputers (37% developed vs. 22%emerging). Online banner ads haveample upside when it comes to gainingwomens trust.

Marketers need to think about how theycan create opportunities that will getwomen more intimately engaged withtheir brands, products and solutions usingonline platorms. Digital ads must bedesigned or an online audience; simplyposting print ads online is not sufcient.

Earn her trust:

Create cross-platorm campaigns

that are customized or the

medium, but stay consistent

with the message. Be authentic

and deliver the relevancy she

demands.

Top three sources or inormation about new products and new stor

Text ads on mobile phones

Ads on social networks

Ads on mobile devices

Online banner ads

Online video ads

Ads in website search resultsAds served in search engine results

Products shown embedded in TV programming

Ads in free magazines

Brand sponsorships

Ads in free newspapers

Ads on TV

Billboards and other outdoor advertising

Ads before movies

Ads in magazines

Ads in radio

Ads in newspapers

Emails I signed up for

Brand(ed) websites

Editorial content such newspaper articles

Consumer opinion posted online

Recommendations from people I know

Developed Emerging

Women are more reticent to trust ads on mobile phones, social networks and smartphonesPercent o women that say they dont trust much and dont trust at all


inuential inormation sources:

New products: 24 percent preer TV,versus 15 percent Internet searches and14 percent word-o-mouth.

New stores: 23 percent preer word-o-mouth, versus 14 percent TV and 13percent Internet searches

Despite todays dizzying array o mediaoptions, old-ashioned dependence onriends and amily still holds sway as oneo the best and most reliable sourcesor inormation. Combining the old withthe new, savvy marketers should look to

digital media options and applicationsto engage emale consumers to earntheir loyalty. But caution is necessary.Digital and mobile strategies cant besimply haphazardly added to the end o a

Combine the oldthe new:

Dont underestimate th

o word-o-mouth adve

and leverage digital plat

combined with tradition

reach and requency veh

spread positive awarene

brands and products.

New Products New Stores

Brazil 1. TELEVISION 2. Internet 3. Word o mouth 1. TELEVISION 2. Word o mo

China 1. TELEVISION 2. Word o Mouth 3. Salesperson 1. WORD OFMOUTH

2 . Te le vi si on

India 1. TELEVISION 2. Magazines 3. Newpaper /Wordomouth

1 . TE LE VI SI ON 2 . Wo rd o m o

M al ay si a 1 .T EL EV IS IO N 2 . Ne ws pa pe r 3 . Wo rd o m ou th 1 .T EL EV IS IO N 2 . Wo rd o mo

Mex ic o 1. TELE VI SIO N 2 .Wo rd o mout h 3. M agaz ines 1. TELE VI SIO N 2 .Wo rd o mo

Nigeria 1. TELEVISION 2. Radio 3. Word o mouth 1. TELEVISION 2. Word o mo

Russ ia 1. TELE VI SIO N 2 .Wo rd o mout h 3. I nte rnet /Salesperson

1.WORDOFMOUTH

2 . Te le vi si on

S out hA ri ca 1. TELE VI SIO N 2 .New spape r 3. M agaz ines 1. TELE VI SIO N 2 .Wo rd o mo

Thai la nd 1. TELE VI SIO N 2 .New spape r 3. Word o Mouth/Salesperson 1 . TE LE VI SI ON 2 . Wo rd o m o

Turk ey 1. TELE VI SIO N 2. Word o mout h 3. M agaz ines 1. TELE VI SIO N 2. Word o mou

New Products New Stores

Aust ral ia 1. TELE VI SIO N 2 .I nt ernetsearches

3 . Wo rd o m ou th 1 . TE LE VI SI ON 2 . Ne ws pa pe r

C an ad a 1 .T EL EV IS IO N 2 . Di re ct M ai l 3 . Wo rd o m ou th 1 . WO RD O FMOUTH

2 . Te le vi si on

France 1. TELEVISION 2. Internetsearches

3.Wordomouth 1 .WORDOFMOUTH

2 . Bi ll bo ar ds

Germany 1. WORD OFMOUTH

2 . Te le vi si on 3 . In te rn etsearches

1.WORDOFMOUTH

2 .D ir ec t ma il

Italy 1. TELEVISION 2. Internetsearches

3 . Di re ct m ai l 1 . WO RD O FMOUTH

2.Internetsearches

Japan 1. TELEVISION 2. Internetsearches

3.WordoMouth 1 .WORDOFMOUTH

2.Internetsearches

S ou th K or ea 1 . IN TE RN ETSEARCHES

2 .Tel ev is io n 3 .We bCommunities

1.INTERNETSEARCHES

2.Word omouth

Spain 1. WORD OFMOUTH

2 . Te le vi si on 3 . In te rn etsearches

1.WORDOFMOUTH

2 . Te le vi si on

S we de n 1. D IRE CT M AI L 2 . New spap er 3 .Tel ev is io n 1. D IRE CT M AI L 2 . New spap er

U ni te d Ki ng do m 1 . TE LE VI SI ON 2 . Wo rd o

mouth

3.Internet

searches

1.WORDOF

MOUTH

2 . Te le vi si on

U ni te d S ta te s 1 . TE LE VI SI ON 2 . Wo rd o mouth

3.Internetsearches/directmail

1.WORDOFMOUTH

2 . D ir ec t m ai l


EMERGING COUNTRIES

DEVELOPED COUNTRIES


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Across 95% o countries,quality is the #1 driver obrand loyalty.While price is an important inuenceror purchasing decisions across mostcategories, it does not even make thetop three criteria in most countries whenit comes to aithulness to a brand. Thenumber one driver o brand loyalty across12 actors in 20 o 21 countries is quality(women in the United Kingdom placed

trust ahead o quality).

Across industry sectors: ood, beverages,health and beauty, apparel, personal andhome electronics, pharmaceuticals andautomotive, women in the study providedinsights to help answer three criticalquestions:

What actors determine the store youshop in?

What inuences you to make apurchase?

What makes you loyal to a particularbrand?

When choosing which stores to shop inor what brands to purchase, price, good

value, quality products and convenienceare the most inuential drivers orwomen. But, when it comes to winningtheir loyalty, it is quality not price thatkeeps them coming back or more. Priceand value cant be ignored as eaturesthat attract an initial purchase decision,but the long-term play has to be aboutquality.

Earn womens trust early in her role ashousehold purchaser, and she will bemore likely to try new products in the mix.By balancing short-term strategies likeprice with longer-term quality and valueobjectives, both return-on-investmentand customer retention strategies will beachieved.

Deliver quality:

Use promotion and discount

tactics thoughtully. She is willingto pay more or new products that

deliver quality and earn her trust.

Top three attributes that make you loyal to a particular brand About the Women o TomorrowSurvey

The Nielsen Women o Tomorrow Surveywas conducted between February andApril 2011 and polled nearly 6,500women in 21 countries throughout AsiaPacifc, Europe, Latin America, Arica andNorth America. The sample was feldedin developed countries using an onlinemethodology. In emerging countries amixed feld methodology (MFM) approacho online, central location and/or door-to-

door interviewing was used. The margino error is +/- two points. The countries inthe study represent 60% o the worldspopulation and 78 percent o GDP.

Additionally, results rom the NielsenQ1 2011 Global Online Survey werereerenced and they are noted in therespective charts. The Q1 Global OnlineSurvey was felded March 23 April 12,2011.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) isa global inormation and measurementcompany with leading market positionsin marketing and consumer inormation,television and other media measurement,

online intelligence, mobile measurement,trade shows and related properties.Nielsen has a presence in approximately100 countries, with headquarters in NewYork, USA and Diemen, the Netherlands.

For more inormation, please visit www.nielsen.com.

Countries in the Study

Canada Online 312

France Online 313

Germany Online 308

Italy Online 307

Japan Online

South Korea Online 315

Spain Online 341

Sweden Online 312

United Kingdom Online 306

United States Online 307

Australia Online 301

Total Developed 3421

COUNTRY APPROACH SAMP

DEVELOPED MARKETS

China Door-to-Door 317

India Door-to-Door 312

Malaysia Door-to-Door 300

Mexico MFM 308

Nigeria Door-to-Door 300

Russia MFM 300

South Africa Door-to-Door 300

Thailand Door-to-Door 298

Turkey Door-to-Door 300

Brazil MFM 318

Total Emerging 3053

COUNTRY APPROACH SAMP

EMERGING MARKETS

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MFM = Mixed Field MethodologyNote: Study was felded beore the 2011 Japan earthqu ake and tsunami.

Brazil 1. QUALITY 2. Brand Trust 3. Price

China 1. QUALITY 2. Efcacy 3. Familiarity

India 1. QUALITY 2. Price 3. Innovation

Malaysia 1. QUALITY 2. Price 3. Brand Trust

Mexico 1. QUALITY 2. Price 3. Efcacy

Nigeria 1. QUALITY 2. Familiarity 3. Efcacy

Russia 1. QUALITY 2. Brand Trust 3. Efcacy

South Arica 1. QUALITY 2. Price 3. Familiarity

Thailand 1. QUALITY 2. Familiarity 3. Brand Trust

Turkey 1. QUALITY 2. Brand Trust 3. Innocation

Australia 1. QUALITY 2. Brand Trust 3. Efcacy

Canada 1. QUALITY 2. Brand Trust 3. Familiarity

France 1. QUALITY 2. Efcacy 3. Brand Trust

Germany 1. QUALITY 2. Efcacy 3. Familiarity

Italy 1. QUALITY 2. Efcacy 3. Brand Trust

Japan 1. QUALITY 2. Brand Trust 3. Efcacy

South Korea 1. QUALITY 2. Brand Trust 3. Efcacy

Spain 1. QUALITY 2. Efcacy 3. Familiarity

Sweden 1. QUALITY 2. Brand Trust 3. Efcacy

United Kingdom 1. BRAND TRUST 2. Quality 3. Efcacy

United States 1. QUALITY 2. Brand Trust 3. Familiarity

EMERGING COUNTRIES

DEVELOPED COUNTRIES


Documents

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