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

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

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 way
Key Findings: • Across generations women are alike
in many ways, but they are also
• She trusts those she knows. When it
comes to advertising, women trust 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

Developed Emerging

A 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 countries
opportunities, but a Developed Emerging How do you think opportunities for your
Having higher educational opportunities 54
83
53
plateau 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 40
developed economies. you now in these areas?
Achieving personal financial stability
45
81
More Same Less More Same Less Ability to purchase things you need 81
Across both developed and emerging She will have MORE opportunities than I do. 44
countries, the majority of women today Ability to purchase things you want 81
believe they have more opportunities Choosing your own career path 50
80
than their mothers did for everything from 58% 32% 9% 44% 48% 9% Having personal fulfillment 43
79
achieving personal financial stability and
Having opportunities to participate in sports activities 47
enjoying better health to having more 77
career opportunities and greater access Having opportunities to participate in leisure activities 47
to technology. And while that level of
70% 23% 7% 77% 18% 5% 77
Having a healthy lifestyle 40
attainment will grow and develop even 75
further for women and their daughters in Achieving good work/life balance 40
75
emerging countries, a plateau of hope is Source: Nielsen Women of Tomorrow Study 2011. Owning your own home/apartment 35
75
emerging among the future generations 37
for women in developed countries. Making your own decision about whom to marry 72
Making your own decision about if you will marry someone 37
Across 18 dimensions analyzed, more 72
34
than 77 percent of women in emerging Ability to retire when I choose 72
countries believe the future will be Ability to eliminate debt 33
72
brighter for their daughters. The areas 31
where 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 Emerging
purchasing 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 61
optimistic. 25
How do you think opportunities for your 53
Having personal fulfillment 17
In contrast, the majority of women in daughter when she’s your age in the future will
developed countries (48%) believe that compare to opportunities available to Having a healthy lifestyle 52
18
the same opportunities —not more —will you now in these areas? Ability to eliminate debt 52
21
be available to their daughters (with the She will have the SAME opportunities as I do.
Reducing stress in your day-to-day life 51
exception of access to technology, where 22
three-quarters believe more opportunities Having opportunities to participate in sports activities 50
19
will be available). And the reality of 49
Ability to purchase things you need 15
today’s high cost of living with little spare
Having opportunities to participate in leisure activities 49
income is apparent as almost one-third 18
(29%) believe that their daughters will be Achieving good work/life balance 49
19
less likely to retire when they choose to 48
Ability to purchase things you want 15
compared to today’s standards.
Connect to the bigger Owning your own home/apartment 18
47
Marketers need to recognize that while
women of tomorrow are optimistic, they picture: Choosing your own career path 16
46
are also concerned about their home, Achieving personal financial stability 45
Give careful consideration to 14
children and the future —both at the 42
supporting organizations that help Having higher educational opportunities 13
micro (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


3 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
Both
Female respondents in all parts of the share responsibility. Developed Men
primarily
men and
women
Women
primarily
world say they are pressured for time, equally
I often feel Women may control the spending
rarely 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 64
women in emerging countries feel the
responsibilities with the partners in their Clothes 5 50 45
strain even more so than women in I rarely have
developed 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 purchasing
today are wearing multiple hats by Personal electronics 31 61 9
a car.
balancing both career and home/family I feel stressed/ Car 45 49 6
responsibilities. 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 31

the early stages of development, while predominantly male or female Family ﬁnances 22 63 15
in developed markets, this evolution has responsibilities change. There is strong Insurance 26 61 13
been 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 men
In 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 memberships
report they are most stressed/pressured five years? Groceries 57
for time; in developed markets, women 68 In developed economies, the notion of Locations for social activities 9 71 20
General savings 55
in 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 primarily
innovations that save time and provide health and beauty purchases and taking equally
Clothes 53
short-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 71
providing the resources needed by multi- Retirement savings 41 primary influencers. 6 46
25 Clothes 48
tasking women who are always on the go.
Automobiles/other transportation 33
39 In emerging economies, men are still Home electronics 46 45 9
Additionally, the research shows that 36 viewed as the primary decision-making Personal electronics 40 52 8
Emergency use 32
women living in emerging countries stakeholders when it comes to purchasing
allocate more of their extra earnings Health/beauty items 29
53 home electronics or cars, and women Car 55 40 6

for basic essentials such as food and Entertainment outside your home 28 predominate in the health and beauty, Pharmaceutical prescription/OTC drugs 13 56 31
26
clothing, while women in developed 25
food/grocery departments and on all Family ﬁnances 33 53 14
Charitable causes 14
countries indicate that they are more matters having to do with the children
22 Insurance 40 49 11
likely to allocate additional money toward Insurance (not including health insurance) 14 inside and outside the home. But how
vacations, buying groceries, paying off much longer will decision making continue Child care at home 4 37 60
Internet/telecom services 13 19
debts, and for general savings. One to fall along these lines? Managing child care outside the home 9 44 47
Health insurance 19
contributing factor in the higher stress 29
And while shared decision-making Social/activity memberships 21 61 18
levels reported among women in emerging Investments (not including retirement) 18
20 responsibilities are desired, some Locations for social activities 16 63 21
countries 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, nearly
kick-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


5 6

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 Mothers
they 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 average
mothers 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’s
around 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 markets
opportunities, even in the face of Women continue to be caregivers at heavier users of social features of phones
(not counting individual blogs) where
optimism. High stress is universal, but home, but they also want to positively (SMS, MMS, social networking) compared
women connect with one another on
daughters (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, managing
stressed. 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 and
formation and income levels have not yet government. Women everywhere echoed increasingly financial health Marketers have an opportunity to better
reached full potential, there is constant similar sentiments about wanting to connect with women online to make them
pressure 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 fewer
In 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 approach
were 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 live
grandmothers. These segments are based new products. Buying on promotions most likely of the three groups to listen more social and community sites, which is
on 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 popularity
women 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 discussion
have 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 new
Mothers (average age 47) were split most grandparents, technology usage among Claimed penetration in her household
technology. She is also the heaviest user
distinctly into two groups (optimistic the older demographic will increase. As
of media and is the most influenced by all Developed Emerging
and 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 to
driving the differences in optimism
society through work will be demonstrating
Mothers in developed markets are cross over generational lines with cross- Internet TV Cell Smart
around opportunities for their daughters. heavy Internet users and rely on texting platform advertising that speaks to their phone phone leadership by forging various communities
This group experiences mid-level stress and email to communicate nearly as lifestyle habits. Likewise, messaging that where there is the emphasis on individuals'
because even though income levels much as daughters. Planned shopping empathizes with the high stress levels
are higher, finances are still a cause for
qualiﬁcation differences rather than
trips and buying products with good of being a new or established mom will
concern. Grandmothers (average age value are important, as are promotions resonate in an impactful way. 90% 95% 95% 37% differences between the sexes.” – Japan
67) are typically the most financially and discounts. In contrast, mothers
stable and thereby the least stressed. Not in emerging countries are still heavily
surprisingly, they are also most likely to reliant on TV and prefer TV even though “There will be an increase in the number of
believe they have achieved a good work- she enjoys advertising regardless of women in higher political ofﬁce thereby
life 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 in
The attitudes, outlooks, shopping habits
and media preferences that women hold
income increases, she expects to do more areas where it is needed (e.g., poverty, health
are similar in many ways, but generational
shopping in the future. Cater to her distinct Source: Nielsen Women of Tomorrow Study 2011. issues, education issues).” – Canada
differences are the most apparent. Most needs:
commonly held sentiments are decisions
centered on buying quality products that Think about the products women
Be available and “Women's involvement in society is
provide good value at fair prices. Planned of different age groups purchase informed: increasing in all spheres (economic, social,
shopping trips are typical, but occasional
impulse purchases happen too. All women and the media technologies they Offer online 24/7 customer medical, political); they want to take an
watch TV and listen to the radio on a use and develop generational support, Twitter accounts and active part in their children's 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 online
buy habits. behavior. Do not assume that all blogs and forums to find out how
women are the same. women think and engage.


7 8

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

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

Recommandé

Recommandé

Contenu connexe

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

Similaire à Women of tomorrow: A Study of Women Around the World (Nielsen JUN11) (20)

Plus de Retelur Marketing

Plus de Retelur Marketing (20)

Dernier

Dernier (20)

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