Women Influentials

A Roper Reports Analysis prepared forBarkley Evergreen and Partners

February 15, 2005

2

The World Has Changed in A Lot of Ways Since 1970 The World Has Changed in A Lot of Ways Since 1970

Crises

Heroes

Breakthroughs

Techniques

Tools(& toys)

3Marketing Has Changed, TooThe Rise of Word-of-MouthMarketing Has Changed, TooThe Rise of Word-of-Mouth

Decisions are conversations today

2003: What’s changed? W.O.M.Word-of-mouth

Advertising

Editorial

9250

40

1977: Best sources of ideas, informationWord-of-mouth

Advertising

Editorial

67

53

47

Aggregate percentage of total public saying source is among best for ideas or information, averaged for eight consumer decisions (places to visit, merits of new cars, ways to save/invest, restaurants to try, movies to see, ways to improve home appearance, clothes to own/buy, new meals/dishes to try)

Roper Reports 2003-3

4

A Force Almost EverywhereA Force Almost Everywhere

Friends, family, and other people are the leading source of ideas or information on...

Restaurants to tryWays to save & investRetirement planningThe merits of different new carsPlaces to visitHotelsPrescription drugs to tryImproving the appearance of your homeImproving your healthNew meals, dishes to try Computer equipment to buyWeb sitesVideosWhich brands are bestWhere to find the best buys

The business challenge: Getting into the conversation

Roper Reports 2003-3

5

Certain People Are at the CenterCertain People Are at the Center

Tim Draper:venture capitalist, always looking for next idea

Sophie Glovier: When she gets interested, her friends do, too

Leonard Pitt: performer, activist (and

re-definer of aging)

Larry Lee: State Farm agent, “the mayor” (and

cell phone owner since 1989)

6At Center of ConversationThe Influential Americans®

At Center of ConversationThe Influential Americans®

• 21 million Americans The most active 10% of the public Someone you know and rely on Well-connected, well-informed, trusted

• A long history with Roper First identified in 1940s Included in Roper Reports surveys since 1973

—12 RR surveys per year, online boards, MRI (new)

• Word-of-mouth leaders “A thought leader, bellwether, trendsetter group” Leading indicator for mainstream (2-5 years ahead) 2x as likely as avg. to generate word-of-mouth

7

The Influential Americans® The Influential Americans®

Active in their community

…and in the broader society and marketplace

By definition: those who have done 3+ of 11 activities associated with leadership in community (e.g. serving on committees, leading club or organization, voicing opinions in public settings)

Long track record as leading indicator for mainstream – personal computers, cell phones, digital cameras, DVDs, IRAs, 401k’s, debit cards, bottled water; current interests include health/diet, hybrid cars

8

Influentials are leading indicators of consumer trends

They are “market multipliers”

They are consumer advocates

11

22

33

Why the InfluentialsSM MatterWhy the InfluentialsSM Matter

9

Of Growing Interest to MarketersOf Growing Interest to Marketers

Ford is hoping the “Influentials” it reaches for its new hybrid Escape SUV will become “ambassadors for the brand.”

The Detroit News, May 18, 2004

“[President Bush’s campaign manager] Ken Mehlman believes Influentials will be indispensable filters and promoters of the attitudes and arguments that will frame the choices voters make this fall.”

The Washington Post, May 12, 2004

10

Many of these people at the center are women

11

50% of Influentials in the U.S. are women

Who are they?

12

Women Are Playing Key RoleIn the Word-of-Mouth RevolutionWomen Are Playing Key RoleIn the Word-of-Mouth Revolution

…in the importance they place on WOM

…and not just in“women’s” categories

Women account for slightly more of gain than men (+27 points since 1977 versus +23 points for men)

Women are more likely than men to value WOM for prescription drugs to try (75% net, +8 points)

Women are more likely than men to value WOM for Web sites to visit (43% net, +6 points)

Roper Reports 2003-3

13

Where Women Most Value WOM Leading categories in which women cite friends, family or other people among best sources of ideas or information (net %)

Where Women Most Value WOM Leading categories in which women cite friends, family or other people among best sources of ideas or information (net %)

8275

7167 65 63 63 61 60 58 58 55 53 53

Roper Reports 2003-3Top 11 of 18 categories

14The Influential SegmentActively Engaged in Creating Change % of Influential Women who have done in past year(Influentials = 3 or in past year)

The Influential SegmentActively Engaged in Creating Change % of Influential Women who have done in past year(Influentials = 3 or in past year)

74

60

57

47

44

43

40

27

23

19

Attended public meeting

Written/called politician

Served on committee

Served as officer for a club/org.

Attended speech/rally

Written letter to editor

Active in reform group

Made a speech

Worked for a political party

Written article for a newspaper

+59

+48

+49

+41

+38

+37

+35

+24

+20

+17

Pt. Diff. From All Women

Roper Reports 2003-3 through 2004-2

15Influential WomenDemographics: Like Many AmericansInfluential WomenDemographics: Like Many Americans

Age: 46.2 median

College: 82% have attended (+31 from all women)43% are college graduates (+21)

HH income: $60,900 median

32% $75,000+

Household: 84% homeowners70% married

45% with children at home43% in dual-income hh

Work: 66% in workforce35% executive or professional

Roper Reports 2003-3 through 2004-2

Biggest difference: Education

16

Influence Is More Than Demographics

Influentials stand out more for their…

Influence Is More Than Demographics

Influentials stand out more for their…

Active approach to life—passionate people

Enthusiasm for learning—they keep up

Connections to many people and groups

Clear set of priorities—“this matters”

Strong belief in growth and change

Impact—ability to create change

17

Influential Women are at center of conversation

18

“I make a lot of recommendations.”

“It’s a natural, serendipitous process.”

“Mostly it’s in the chit-chat before meetings, at the kids’ school, or working on something.

“Most ideas come out of conversations, withpeople building on what’s just been said.”

“Someone will say they need a window washer. I say I’ve got a great window washer. Someone overhears the conversation, then I’m giving three people the window washer’s name.”

- Sophie Glovier, Princeton, NJ

Influence Often ‘Natural, Serendipitous’Influence Often ‘Natural, Serendipitous’

19

They Generate Buzz % of Influential Women who have recommended product in past year They Generate Buzz % of Influential Women who have recommended product in past year

27

31

34

35

39

48

52

56

56

69

78

Magazine

Hotels

Web site

Music

Store

TV show

Cooking/recipes

Books

Vacation

Movie

Restaurant

Top 11 of 24 items Roper Reports 2004-2

+28

+24

+35

+31

+25

+12

+20

+14

+24

+18

+17

Point Difference from all women

20

67

66

64

61

60

53

50

45

38

36

33

Cooking/recipes

Health problems

Restaurants to try

Handling small children

Ideas for the home

Vacation ideas

Handling teenagers

Music

Gov't/politics

Web sites

Clothing styles

+4

+21

+23

+22

+25

+26

+24

+19

+25

+23

+5

Also: computers (31%, +19), career choices (32%, +16)

Point Diff. All Women

Go-To People for Friends, Family% of Influential Women who are asked advice, opinion on subjectGo-To People for Friends, Family% of Influential Women who are asked advice, opinion on subject

Top 11 of 20 items

Roper Reports 2003-3

21

Understanding Influential Women

22

Influential Women’s BehaviorsHave Strong Link to Their ValuesInfluential Women’s BehaviorsHave Strong Link to Their Values

Influential women put a higher priority on…

Family (71% say “protecting the family” is extremely important to them, +9 points from all women)

Relationships (77% say “stable personal relationships” are extremely important to them, + 20 points from all women)

Roper Reports 2004-2

23

Exploration Is Engrained inInfluential Women’s ValuesExploration Is Engrained inInfluential Women’s Values

They put a higher priority on…

Freedom (67% say “freedom” is extremely important to them, +12 points from all women)

Roper Reports 2004-2

Curiosity (46% say “curiosity” is extremely important to them, +20 points from all women)

Creativity (32% say “creativity” is extremely important to them, +9 points from all women)

24

A Mantra for Influential Women – And for Businesses Marketing to ThemA Mantra for Influential Women – And for Businesses Marketing to Them

Influential women put a high priority on…

Honesty (81% say “honesty” is extremely important to them, +17 points from all women…and higher than Influential men as well by 21 points)

Roper Reports 2004-2

You have to be true to yourself!

25

The Influential PerspectiveThe Influential Perspective

• I’m interested in the future & what it will bring

• I care passionately about the people I am close to - my family, my friends - and my community

• Life is about exploring - new ideas, new ways of thinking about & solving problems

• Integrity is important to me - being the person that I want to be

• I think more about these things - and act on them - than most people

Messages: a product for your future; for your family’s needs;that is interesting, different, and fun; and is “right thing to do”

26

Intangibles – Health, Relationships, Home, Engagement – Are Key to Good Life% of Influential Women saying part of their vision of “Good Life”

Intangibles – Health, Relationships, Home, Engagement – Are Key to Good Life% of Influential Women saying part of their vision of “Good Life”

1) Good health (92%)

2) Happy marriage (83%)

3) Home you own (82%)

4) Children (79%)

5) Spiritual enrichment (78%)

6) A job that is interesting (77%)

7) Car (73%)

8) Free time (72%)

9) Yard/lawn (63%)

10) College education for children (63%) Top 10 of 23 items

Roper Reports 2003-1

27

Relationships Top Priority For Leisure Activities % saying item is “very important” in leisure activities

Relationships Top Priority For Leisure Activities % saying item is “very important” in leisure activities

Helping other people 76 85

Spending time with family 90 83

Relaxation 69 78

The chance to learn new things 63 71

Being outdoors 52 59

Participating in athletic activities 28 38

Amusement and entertainment 29 35

Technology 33 33

Total WomenTotal WomenInfluential Influential Women*Women*

*based on small sampleRoper Reports 10-31-03

28In Food, TooAn Adventurous Approach % of Influential Women who agree with statement

In Food, TooAn Adventurous Approach % of Influential Women who agree with statement

59

52

42

41

39

34

34

22

Like to experiment with cooking

Often read magazines for new ideas aboutcooking

Always looking for new/unusual flavors

Very interested in foods from other countries

Friends often ask for ideas aboutfood/recipes/cooking

Like to be the first to try new restaurants

Friends often ask for ideas about newrestaurants to try

Like to be among the first to try newfoods/beverages

+12

+21

+12

+17

+12

+18

+18

+7Roper Reports 2003-2

Point Difference from All Women

29

Small-Ticket Purchases, Too: Influential Women See Big Differences Small-Ticket Purchases, Too: Influential Women See Big Differences

49% Wine (+17 point from Total Women)

41 Chocolate (+13)

38 Beer (+12)

38 Cola-type soft drinks (+14)

37 Household cleaning products (+14)

35 Facial tissue (+11)

32 Tea (+14)

32 Laundry detergent (+6)

30 Liquor (+1)

27 Coffee (--)

18 Salty snacks (+2)

There is a great deal of difference between well-known brands of...

Roper Reports 2004-2

30

And They See Value in Brands% of Influential Women* who say some brands in category are different, better, and worth paying more for

And They See Value in Brands% of Influential Women* who say some brands in category are different, better, and worth paying more for

73

66

64

63

61

58

58

53

49

48

Liquor

Wine

Mayonnaise

Soft drinks

Beer

Ice cream

Pasta sauce

Facial tissues

Cheese

Orange juice

+33

+19

+17

+20

+18

+8

+19

+22

+9

+15

Pt. Diff. From TW

Roper Reports 2003-3 *based on small sample

31

Personal Care Products No Exception% of Influential Women who say brands of health and beauty aids are different, better, and worth paying more for

Personal Care Products No Exception% of Influential Women who say brands of health and beauty aids are different, better, and worth paying more for

57% Foundation/cover-up (+8 points from all women)

56 Fragrances (+7)

52 Hair coloring (+8)

48 Shampoo/conditioner (+5)

45 Sun screen/suntan lotion (+13)

44 Facial moisturizer (-2)

44 Lipstick/gloss/liner (+2)

43 Toothpaste (+6)

40 Mascara (+2)

Roper Reports 2003-2

32

Quality and Recommendation Key% of Influential Women who say they following are reasons for choosing a brand of HBA product

Quality and Recommendation Key% of Influential Women who say they following are reasons for choosing a brand of HBA product

61

56

52

46

43

40

34

30

22

18

High quality brand

Recommended by others

Mild to skin/hair

Low priced compared to others

Contains sunscreen

Made from all natural ingredients

Fragrance free

Free from all animal testing

Well-known/ well-advertised

Package is recyclable

+6

+26

+18

+1

+24

+19

+17

+14

-1

+11

Pt Diff from All Women

Roper Reports 2004-2

33Not Just About Productivity!Consumer Therapy Is a FavoriteSelf-Indulgence…In Many Forms

Not Just About Productivity!Consumer Therapy Is a FavoriteSelf-Indulgence…In Many Forms

WAYS OF INDULGING SELFTotal

WomenInfluential

Women

Buy clothing 47 61Buy book/magazine 26 54Go to movie 33 50Go to expensive restaurant 23 48Take long bath 41 41

Eat special dessert 25 38

Buy record/tape/CD 21 38Have a party/celebration with friends 21 37Make long distance phone call to friend 30 32Go to concert/show 16 31

Roper Reports 2004-2

Women Influentials

A Roper Reports Analysis prepared forBarkley Evergreen and Partners

February 15, 2005