Women of Tomorrow Whitepaper June2011en

7/31/2019 Women of Tomorrow Whitepaper June2011en

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Women o Tomorrow:A Stud o WomAround the World June 2011


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Cop right 2011 The Nielsen Compan

Women control the majorit o purchasing decisions in a household and their in uence is growing. Women across theworld are expanding be ond traditional roles to in uence decisions in the home, in business and in politics. Marketers havea massive opportunit to better connect women with the products the bu and the media technologies the use to makea positive impact both in their lives and in the bottom line.

So what traditional and new media in uencers are most success ul in driving womens purchase decisions? Do women indeveloped countries think and act di erentl than women in emerging countries? What concerns do women have nowand what do the expect or uture generations? Do traditional roles still exist or do men and women share responsibilitiesequall ? Importantl , how can marketers not onl reach women more e ectivel , but how can the create messaging thatbetter speaks to the sentiments and emotions that drive and empower women?

To answer these questions, Nielsen surve ed 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 stud provides insight into how current and uture generations o emale consumers shop and use mediadi erentl . The fndings are both enlightening and surprising. One universal truth prevails: women ever where believe theirroles are changing and the are changing or the better.

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

EMERGING MARKETS

BrazilChinaIndiaMalaysiaMexico

NigeriaRussiaSouth AfricaThailandTurkey

DEVELOPED MARKETS

AustraliaCanadaFranceGermanyItaly

JapanSouth KoreaSpainSwedenUnited KingdomUnited States

Key Findings: 90% of women believe their role is

changing for the better. Eight percento women in developed economiesbelieve the role o women is changingand o those, 90 percent believe it willchange or the better in all matters

rom gender equalit 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.

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

When it comes to lifes decisions,women want to share responsibility.A desire or male/ emale sharedresponsibilities in all matters romchildcare to car purchases is echoedever where, but breaking down somebarriers in emerging countries continues.

Across generations women are alikein many ways, but they are alsounique. From daughters to mothersto grandmothers, there are somecommonalities across watch andbu behaviors, but its the uniquedi erences that savv marketers need tounderstand.

Social media has become anindispensable tool. Women areexpanding be ond their careers andhomes to in uence decisions in bothbusiness and politics to beneft others.And the are leveraging social mediaplat orms to solve problems, askquestions and build communities.

Only 10% of women are highlyin uenced by web ads with socialcontext. Technologies that appealto womens innate nature to engage,connect and multi-task are li e-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 compan , itmeans a lot.

TV is the preferred source to getinformation about new products andservices. Women rel on television toget in ormation about products, but asthe landscape continues to ragment,complementar and integratedmarketing plans are vital.

Across 95% of countries, quality is the#1 driver of brand loyalty. The numberone driver o brand lo alt across 17

actors in 20 o 21 countries is qualit .Lowest price doesnt even make thetop three criteria among these countries.


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Cop right 2011 The Nielsen Compan .

90% o women believetheir role is changing

or the better.Better access to education, improvedcareer opportunities and higher pascales in both developed and emergingeconomies are paving the wa or a risein womens economic power. And thatsentiment is clearl evident in Nielsensresearch, as nearl 80 percent o womensurve ed in developed countries believethe role o women is changing, and o those, 90 percent believe it is changing

or the better. In emerging countries, theuture is even brighter.

Education and access to technolog areueling tomorrows optimism as women

around the world know that one vital wato a better li e is through education. Indeveloped economies, womens accessto higher education is considered anestablished standard, while in emergingeconomies, attending college is o ten aluxur or women and the aspiration ismuch higher.

The value o that privilege is evidencedin the stud , as 56 percent o womenin emerging countries sa the planto allocate additional income or theirchildrens education versus just 16 percento women in developed countries. Womenin Nigeria, India and Mala sia placedthe most importance in saving or theirchildrens education a choice thatranked in the top three out o 25 di erentoptions or how the plan to allocate theiradditional salar in the next fve ears.

Invest in her TomorrowInvest in initiatives that urthereducational/advancementopportunities b connecting ourbrands/products with associationsthat align with her belie s andaspirations.

Education or children is a top priorit or women in emerging countriesIn which ways do you expect to allocate any additional money you have earned or expect to earn over the next fve years?

Source: Nielsen Women o Tomorrow Study 2011.

56%

16%

7685

63

54 5348 48 47 45

37

N i g e r i

a I n d

i a

M a l a y

s i a

T h a i l a n

d M e

x i c o

T u r k e y

S o u t h A f r

i c a C h

i n a R u

s s i a B r a z i l

E m e r g

i n g

D e v e l

o p e d


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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 o opportunities, but aplateau o hope indeveloped economies.Across both developed and emerging

countries, the majorit o women todabelieve the have more opportunitiesthan their mothers did or ever thing romachieving personal fnancial stabilit andenjo ing better health to having morecareer opportunities and greater accessto technolog . And while that level o attainment will grow and develop even

urther or women and their daughters inemerging countries, a plateau o hope isemerging among the uture generations

or women in developed countries.

Across 18 dimensions anal zed, morethan 77 percent o women in emergingcountries believe the uture will bebrighter or their daughters. The areaswhere improvement will be the greatestare technolog (84%), education (83%),travel (82%), fnancial stabilit (81%),purchasing power (81%) and careers(80%). Women in Turke (92%), Nigeria(89%) and Mala sia (89%) were the mostoptimistic.

In contrast, the majorit o women in

developed countries (48%) believe thatthe same opportunities not more willbe available to their daughters (with theexception o access to technolog , wherethree-quarters believe more opportunitieswill be available). And the realit o toda s high cost o living with little spareincome is apparent as almost one-third(29%) believe that their daughters will beless likel to retire when the choose tocompared to toda s standards.

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

Opportunities compared to our mother at our age and or ourdaughter in the uture


Connect to the biggerpicture:Give care ul consideration tosupporting organizations that helpand empower women and shareher views on corporate socialresponsibilit .


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Having access to technology

Having higher educational opportunities

Having opportunity to travel

Achieving personal nancial stability

Ability to purchase things you need

Ability to purchase things you wantChoosing your own career path

Having personal fulllment

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

8

8

88

79

77

77

75

75

75

72

72

72

72

66

Developed Emerging

MORE opportunities or uture women inEMERGING countriesHow do you think opportunities or your daughter when shes your age in the uture willcompare 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 fulllment

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 nancial stability

Having higher educational opportunities

Having opportunity to travel

Ability to retire when I choose to

Having access to technology

24

25

17

1821

22

19

15

18

19

15

18

16

14

13

14

21

12

Developed Emerging


SAME Opportunities or uture women inDEVELOPED countriesHow 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 the SAME opportunities as I do.


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Increasingly empowered,increasingly stressed.Female respondents in all parts o theworld sa the are pressured or time,rarel have time to relax and eel stressedand overworked most o the time, but

women in emerging countries eel thestrain even more so than women indeveloped countries. Man womentoda are wearing multiple hats bbalancing both career and home/ amilresponsibilities. In man emergingmarkets, this revolutionar change is inthe earl stages o development, whilein developed markets, this evolution hasbeen on-going or a longer period o time.

In emerging markets, women in India(87%), Mexico (74%) and Russia (69%)

report the are most stressed/pressuredor time; in developed markets, womenin Spain (66%), France (65%) and Ital(64%) are most time-strained. Productinnovations that save time and provideshort-cuts are not onl use ul, but theseimprovements will go a long wa inproviding the resources needed b multi-tasking women who are alwa s on the go.

Additionall , the research shows thatwomen living in emerging countriesallocate more o their extra earnings

or basic essentials such as ood andclothing, while women in developedcountries indicate that the are morelikel to allocate additional mone towardvacations, bu ing groceries, pa ing o debts, and or general savings. Onecontributing actor in the higher stresslevels reported among women in emergingcountries is likel due to little spare cashremaining a ter the staples are covered tokick-back, relax and go on holida .

As empowerment increases, so do her stress levels


I often feelpressured for time

Developed Emerging

37%

54%

38%

55%

62%

49%

I rarely havetime to relax

I feel stressed/overworked most

of the time

Vacations/holidays

Groceries

General savings

Pay off debt/credit cards/loans

Clothes

Home improvement or redecorating

Retirement savings

Automobiles/other transportation

Emergency use

Health/beauty items

Entertainment outside your homeCharitable causes

Insurance (not including health insurance)

Internet/telecom services

Health insurance

Investments (not including retirement)

Education for your children

A new home

Personal electronics

Home electronics

Education for yourself

Toward having a child/having more children

Personal services (e.g. home cleaning, nanny, etc.)

Supporting non-immediate family (e.g. grandparents)

A second home

Developed EmergingWhere will ou allocate additionalmone ou earned or expectto earn over the next

fve ears?


Make her li e easier:Develop time-saving productinnovations that deliver multiplebenefts and satis various needs.Give back rewards that ease hercomplex li e.


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Food

Health/Beauty

Clothes

Home electronics


Car

Pharmaceutical prescription/OTC drugs

Family nances

Insurance

Child care at home

Managing child care outside the home

Social/activity memberships

Locations for social activities

6%

4

5

37

31

45

7

22

26

4

5

11

9

43%

6

45

9

9

6

31

15

13

48

44

16

20

51%

32

50

54

61

49

62

63

61

48

51

73

71

Menprimarily

Bothmen andwomenequally

Womenprimarily

Food

Health/Beauty

Clothes

Home electronics


Car

Pharmaceutical prescription/OTC drugs

Family nances

Insurance

Child care at home

Managing child care outside the home

Social/activity memberships

Locations for social activities

8%

4

6

46

40

55

13

33

40

4

9

21

16

48%

46

9

8

6

31

14

11

60

47

18

21

43%

25

48

45

52

40

56

53

49

37

44

61

63

Menprimarily

Bothmen andwomenequally

Womenprimarily

When it comes to li esdecisions, women want toshare responsibility.Women ma control the spendingin a household, but what the realldesire is to have more equall -sharedresponsibilities with the partners in theirlives about decisions on all matters romtaking care o the children to purchasinga car.

As more women enter the work orce,roles blur as traditional norms orpredominantl male or emaleresponsibilities change. There is strongconsistenc across developed andemerging economies that both menand women are equall best ft as theprimar decision makers or most roles.

In developed economies, the notion o shared decision-making responsibilities iswell established or all matters, althoughhealth and beaut purchases and takingcare o the children at home remain theresponsibilities where women are still theprimar in uencers.

In emerging economies, men are stillviewed as the primar decision-makingstakeholders when it comes to purchasinghome electronics or cars, and women

predominate in the health and beaut ,ood/grocer departments and on allmatters having to do with the childreninside and outside the home. But howmuch longer will decision making continueto all along these lines?

And while shared decision-makingresponsibilities are desired, sometraditional sentiments are evident:Across the countries surve ed, nearlone-third (31%) o both men and womenbelieve that men are best ft to holdpolitical o fce, maintain workplacepositions o authorit (29%) and makemajor purchases (22%).

Developed

Emerging

Treat her with equality:

Use collaborative and reciprocallanguage and include her as ashared decision maker in campaignsthat are centered in industriesthat o ten cater to men, such asautomotive, insurance and fnance.

Source: Nielsen Q1 Global Online Survey.

Women eel burdened with their current level o decision makingFor these types o purchases/activities, who is the most appropriate decision maker?


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

As Bab Boomers (aged 47-65) becomegrandparents, technolog usage amongthe older demographic will increase. Asthis segment is also the most fnanciallstable, marketers have an opportunit tocross over generational lines with cross-plat orm advertising that speaks to theirli est le habits. Likewise, messaging thatempathizes with the high stress levelso being a new or established mom willresonate in an impact ul wa .

Daughters are the most impulsiveshoppers and the are most likel to trnew products. Bu ing on promotionsis important and she will o ten go todi erent stores to get the best deal. Sheis also the most tech-savv o the threegroups and is an earlier adopter o newtechnolog . She is also the heaviest usero media and is the most in uenced b allt pes o media.

Mothers in developed markets areheav Internet users and rel on textingand email to communicate nearl asmuch as daughters. Planned shoppingtrips and bu ing products with goodvalue are important, as are promotionsand discounts. In contrast, mothersin emerging countries are still heavilreliant on TV and pre er TV even thoughshe enjo s advertising regardless o the medium. Her phone is the primarmethod 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 worr about utureopportunities, even in the ace o optimism. High stress is universal, butdaughters (average age o 30) are moststressed. As her amil is earl in its

ormation and income levels have not etreached ull potential, there is constantpressure to ulfll dail needs.

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

Mothers (average age 47) were split mostdistinctl into two groups (optimisticand uncertain) defned b where the live(emerging versus developed countries),driving the di erences in optimismaround opportunities or their daughters.This group experiences mid-level stressbecause even though income levelsare higher, fnances are still a cause orconcern. Grandmothers (average age67) are t picall the most fnanciallstable and thereb the least stressed. Notsurprisingl , the are also most likel tobelieve the have achieved a good work-li e balance.

The attitudes, outlooks, shopping habitsand media pre erences that women holdare similar in man wa s, but generationaldi erences are the most apparent. Mostcommonl held sentiments are decisionscentered on bu ing qualit products thatprovide good value at air prices. Plannedshopping trips are t pical, but occasional

impulse purchases happen too. All womenwatch TV and listen to the radio on aregular basis. The di erences in fnancesas well as needs across generations,however, o ten dictate actual watch andbu habits.

Cater to her distinctneeds:Think about the products womeno di erent age groups purchaseand the media technologies theuse and develop generationalmarketing strategies that addressthe diverse habits that drivebehavior. Do not assume that allwomen are the same.

Generational women exhibit traits that make her unique


DaughtersAVG. AGE = 30

OptimisticMothers

AVG. AGE = 47

UncertainMothers

AVG. AGE = 47

GrandmotAVG. AGE

BUY

WATCH

Most impulsive More shopping

ahead

Good value

conscious

Most habitu

shopper

Word of MoHeavier texting/email

Enjoys adsHeavier mediauser


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during major TV events like awards showand realit programming.

On a social level, women talk and texton their mobile devices more than men.Nielsen data shows that women talk 28percent more and text 14 percent morethan men ever month; the are alsoheavier users o social eatures o phone(SMS, MMS, social networking) compareto men who tend to use unctional

eatures more (GPS, email, Internet).

Marketers have an opportunit to betterconnect with women online to make them

eel like valued customers and thenreward them or being an advocate orthe brand. This pa -it- orward approachis per ectl aligned with how women livetheir lives.

in uence and becoming an indispensabletool or solving problems, askingquestions, and building the communit .It is more than just entertaining; socialmedia has unctional benefts. Nielsenestimates that there are on averagebetween 200300 dedicated womens

discussion orums across global markets(not counting individual blogs) wherewomen connect with one another onissues ranging rom amil li e, managingcareers, health and wellness, shopping andincreasingl fnancial health

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

Social media hasbecome anindispensable tool.Women want to expand be ond careerand home to in uence decisions in bothbusiness and politics to beneft others.Women continue to be caregivers athome, but the also want to positivela ect the broader communit intheir neighborhoods, at work and ingovernment. Women ever where echoedsimilar sentiments about wanting topla an integral and equal part in makinga positive change or the uture anda ecting policies that would impact her

amil and the environment.

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

Be available andin ormed:

O er online 24/7 customersupport, Twitter accounts andmanu acturer-sponsored orums.Listen and learn. Go on onlineblogs and orums to fnd out howwomen think and engage.

Internet

Developed Emerging

TV Cellphone

Smartphone

90% 95% 95% 37%

46% 98% 89% 18%

Women who will be closely connected tosociety through work will be demonstratingleadership by forging various communitieswhere there is the emphasis on individuals'qualication differences rather thandifferences between the sexes. Japan

Women's involvement in society isincreasing in all spheres (economic, social,medical, political); they want to take anactive part in their children's futures. France

There will be an increase in the number of women in higher political ofce therebybeing able to affect real change in society inareas where it is needed (e.g., poverty, healthissues, education issues). Canada

The women o tomorrow are connectedClaimed penetration in her household



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38

1,2,2

3

4

5

3

8

69

710

13

15

18

19

17

27

RussiaSouth Africa

TurkeyBrazil

MalaysiaMexico

ThailandChina

India

Emerging Countries3 93 10

7 14

10 1312 1415

12 19

18 17

22 18

33 20

AustraliaSwedenCanadaFrance

GermanyUK

SpainUSA

ItalySouth Korea

Developed Countries

3

33

35

4 4

5 55 5

8 714 12

Standard web ad

Standard web ad with sociacontextshows which of yfriends liked or followed theadvertised brandWeb ad that appears as anewsfeed update showswhich of your friends engagwith (clicked on) advertisinfor a brand

1,4,2

14

Computer

Developed Emerging

Cellphone

Smartphone

StandardTV

58% 54% 52% 25%

73% 71% 68% 62%

31% 29%

51% 24%

Radio Videogames

Only 10% o women arehighly in uenced by webads with social context.Social networking has the power toconnect women across the globe, and asit does, their communities and circles o in uence become that much larger. Toda ,Nielsen reports that social media usage hasreached high penetration rates in countriessuch as the United States (73%), Ital(71%), South Korea (71%), Australia (69%),France (64%), Brazil (63%) and German(50%).

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

While technologies that appeal to womensinnate nature to engage, connect andmulti-task are li e-changers, advertising onsocial media sites is just in the earl stageso making an impact to in uence decisions,with signifcant room to grow. Onl sixpercent o women in developed countriesand 16 percent o women in emergingcountries sa the are highl in uencedb web ads with social context shown onsocial media sites.

Women in emerging countries are morehighl in uenced than women in developedcountries. There is a airl even distributionamong the t pe 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 anews eed update or standard web ads.

In emerging countries, women in India aremost highl in uenced b all three t peso web ads and women in South A rica andRussia are least persuaded. In developedcountries, South Korean women are mostin uenced b social media advertising andwomen in Australia and Sweden are mostimpartial.

Make it social andrelevant:

Integrate digital plat orms into our media mix that connect withwomens innate nature to engageand multi-task. Create messagingthat ocuses on the issues that areimportant in her li e.

Technolog is making her li e better, especiall in emerging marketsMakes her li e better overall


Even with increasing relevanc , in uencing her is a challenge

Source: Nielsen Q1 Global Online Survey.Note: Japan and Nigeria are not included


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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 notsimpl just another reach mechanism.B pa ing attention to how emaleconsumers respond to advertising viavarious media outlets, more precise andsuccess ul campaigns will ollow.

Across 22 orms o advertising measured,recommendations rom people ouknow is b ar the most trustworthadvertising source or women surve edin both developed (73%) and emerging

countries (82%), but when it comes topaid advertising, opinions var widel .A ter 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 up

or (29%). In emerging countries, brandedwebsites (60%) are the most trustedadvertiser-produced medium, ollowed bnewspaper editorials (56%), and ads onTV (49%).

Recommendations from people I know

Brand(ed) websitesEditorial 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 sponsorshipsBillboards and other outdoor advertising

Ads in radio

Ads before movies

Ads served in search engine results

Ads in free magazines


Ads in free newspapers

Ads on social networksOnline video ads

Online banner ads

Ads on mobile devices

Text ads on mobile phone

Developed Emerging

Women trust recommendations rom people she knows, but when it comesto advertising, opinions var widelPercent o women that say they trust somewhat and trust completely



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Across the countries included in the stud ,the majorit o women sa the aremost reticent to trust text ads on mobilephones (44% in developed countries sathe do not trust vs. 30% in emerging),ads on social networks (38% developedvs. 23% emerging), and ads on mobile

devices 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 thecan create opportunities that will getwomen more intimatel engaged withtheir brands, products and solutions usingonline plat orms. Digital ads must bedesigned or an online audience; simplposting print ads online is not su fcient.

Earn her trust:

Create cross-plat orm campaignsthat are customized or themedium, but sta consistentwith the message. Be authenticand deliver the relevanc shedemands.

Text ads on mobile phones

Ads on social networks

Ads on mobile devices

Online banner ads

Online video ads

Ads in website search results

Ads served in search engine results

Products shown embedded in TV programming


Brand sponsorships

Ads in free newspapersAds 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) websitesEditorial 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 smartphoPercent o women that say they dont trust much and dont trust at all



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marketing plan. Care ul consideration intocreating opportunities or how women canbetter engage with their brands, productsand solutions will earn their trust andtheir dollars.

TV is the pre erred sourceto get in ormation aboutnew products and services.When it comes to getting in ormationabout new products, television continuesto be the most pervasive orm o media andis the number one source that women relon across continents. In 10 o 10 emergingmarkets and in seven o 11 developedmarkets anal zed, television outranked 14other sources o in ormation. 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 in ormation orwomen in emerging markets, while theuse o the Internet was more pervasive in

developed markets.When it comes to getting in ormationabout 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. In ormation sources placingsecond or third or women in developedmarkets varied between television,Internet, newspapers and direct mail.

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

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

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

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

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

Top three sources or in ormation about new products and new stores

in uential in ormation sources:

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

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

Despite toda s dizz ing arra o mediaoptions, old- ashioned dependence on

riends and amil still holds swa as oneo the best and most reliable sources

or in ormation. Combining the old withthe new, savv marketers should look todigital media options and applicationsto engage emale consumers to earntheir lo alt . But caution is necessar .Digital and mobile strategies cant besimpl haphazardl added to the end o a

Combine the old withthe new:Dont underestimate the power

o word-o -mouth advertisingand leverage digital plat ormscombined with traditional highreach and requenc vehicles tospread positive awareness o ourbrands and products.

New Products New StoresBrazil 1. TELEVISION 2. Internet 3. Word o mouth 1. TELEVISION 2. Word o mouth 3. E-mail

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

2. Television 3. Newspaper

India 1. TELEVISION 2. Magazines 3. Newpaper /Word o mouth

1. TELEVISION 2. Word o mouth 3. Newpaper

Mala sia 1. TELEVISION 2. Newspaper 3. Word o mouth 1. TELEVISION 2. Word o mouth 3. Newspape

Mexico 1. TELEVISION 2. Word o mouth 3. Magazines 1. TELEVISION 2. Word o mouth 3. NewspapMagazines

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

Russia 1. TELEVISION 2. Word o mouth 3. Internet/Salesperson

1. WORD OFMOUTH

2. Television 3. Billboards

South A rica 1. TELEVISION 2. Newspaper 3. Magazines 1. TELEVISION 2. Word o mouth 3. Radio

Thailand 1. TELEVISION 2. Newspaper 3. Word o Mouth/Salesperson

1. TELEVISION 2. Word o mouth 3. Billboards

Turke 1. TELEVISION 2. Word o mouth 3. Magazines 1. TELEVISION 2. Word o mouth 3. Magazine

New Products New StoresAustralia 1. TELEVISION 2. Internet

searches3. Word o mouth 1. TELEVISION 2. Newspaper 3. Word o mou

Canada 1. TELEVISION 2. Direct Mail 3. Word o mouth 1. WORD OFMOUTH

2. Television 3. Newspaper

France 1. TELEVISION 2. Internet

searches

3. Word o mouth 1. WORD OF

MOUTH

2. Billboards 3. Internet

searchesGerman 1. WORD OF

MOUTH2. Television 3. Internet

searches1. WORD OFMOUTH

2.Direct mail 3. Newspaper

Ital 1. TELEVISION 2. Internetsearches

3. Direct mail 1. WORD OFMOUTH

2. Internetsearches

3. Direct mail

Japan 1. TELEVISION 2. Internetsearches

3. Word o Mouth 1. WORD OFMOUTH

2. Internetsearches

3. Television

South Korea 1. INTERNETSEARCHES

2. Television 3. WebCommunities

1. INTERNETSEARCHES

2. Word o mouth

3. Television

Spain 1. WORD OFMOUTH

2. Television 3. Internetsearches

1. WORD OFMOUTH


Sweden 1. DIRECT MAIL 2. Newspaper 3. Television 1. DIRECT MAIL 2. Newspaper 3. Word o m

United King dom 1. TEL EVI SION 2. Word o mouth

3. Internetsearches

1. WORD OFMOUTH


United States 1. TELEVISION 2. Word o mouth

3. Internet searches/ direct mail

1. WORD OFMOUTH

2. Direct mai l 3. Tel evisi on


EMERGING COUNTRIES

DEVELOPED COUNTRIES


14/15

13


Across 95% o countries,quality is the #1 driver o brand loyalty.While price is an important in uencer

or purchasing decisions across mostcategories, it does not even make thetop three criteria in most countries whenit comes to aith ulness to a brand. Thenumber one driver o brand lo alt across12 actors in 20 o 21 countries is qualit(women in the United Kingdom placedtrust ahead o qualit ).

Across industr sectors: ood, beverages,health and beaut , apparel, personal andhome electronics, pharmaceuticals andautomotive, women in the stud providedinsights to help answer three criticalquestions:

What actors determine the store oushop in?

What in uences ou to make apurchase?

What makes ou lo al to a particularbrand?

When choosing which stores to shop inor what brands to purchase, price, goodvalue, qualit products and convenienceare the most in uential drivers or

women. But, when it comes to winningtheir lo alt , it is qualit not price thatkeeps them coming back or more. Priceand value cant be ignored as eaturesthat attract an initial purchase decision,but the long-term pla has to be aboutqualit .

Earn womens trust earl in her role ashousehold purchaser, and she will bemore likel to tr new products in the mix.B balancing short-term strategies likeprice with longer-term qualit and valueobjectives, both return-on-investmentand customer retention strategies will beachieved.

Deliver quality:Use promotion and discounttactics thought ull . She is willingto pa more or new products thatdeliver qualit and earn her trust.

Top three attributes that make ou lo al to a particular brand

Brazil 1. QUALITy 2. Brand Trust 3. Price

China 1. QUALITy 2. E fcac 3. Familiarit

India 1. QUALITy 2. Price 3. Innovation

Mala sia 1. QUALITy 2. Price 3. Brand TrustMexico 1. QUALITy 2. Price 3. E fcac

Nigeria 1. QUALITy 2. Familiarit 3. E fcac

Russia 1. QUALITy 2. Brand Trust 3. E fcac

South A rica 1. QUALITy 2. Price 3. Familiarit

Thailand 1. QUALITy 2. Familiarit 3. Brand Trust

Turke 1. QUALITy 2. Brand Trust 3. Innocation

Australia 1. QUALITy 2. Brand Trust 3. E fcac

Canada 1. QUALITy 2. Brand Trust 3. Familiarit

France 1. QUALITy 2. E fcac 3. Brand TrustGerman 1. QUALITy 2. E fcac 3. Familiarit

Ital 1. QUALITy 2. E fcac 3. Brand Trust

Japan 1. QUALITy 2. Brand Trust 3. E fcac

South Korea 1. QUALITy 2. Brand Trust 3. E fcac

Spain 1. QUALITy 2. E fcac 3. Familiarit

Sweden 1. QUALITy 2. Brand Trust 3. E fcac

United Kingdom 1. BRAND TRUST 2. Qualit 3. E fcac

United States 1. QUALITy 2. Brand Trust 3. Familiarit

EMERGING COUNTRIES

DEVELOPED COUNTRIES



15/15

About the Women o TomorrowSurveThe Nielsen Women o Tomorrow Survewas conducted between Februar andApril 2011 and polled nearl 6,500women in 21 countries throughout AsiaPacifc, Europe, Latin America, A rica andNorth America. The sample was feldedin developed countries using an onlinemethodolog . In emerging countries amixed feld methodolog (MFM) approacho online, central location and/or door-to-door interviewing was used. The margino error is +/- two points. The countries inthe stud represent 60% o the worldspopulation and 78 percent o GDP.

Additionall , results rom the NielsenQ1 2011 Global Online Surve werere erenced and the are noted in the

respective charts. The Q1 Global OnlineSurve was felded March 23 April 12,2011.

About NielsenNielsen Holdings N.V. (NySE: NLSN) isa global in ormation and measurementcompan with leading market positionsin marketing and consumer in ormation,television and other media measurement,online intelligence, mobile measurement,trade shows and related properties.

Nielsen has a presence in approximatel100 countries, with headquarters in Newyork, USA and Diemen, the Netherlands.

For more in ormation, please visit www.nielsen.com.

Countries in the Stud

Canada Online 312France Online 313

Germany Online 308

Italy Online 307

Japan Online 299

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 SAMPLE

DEVELOPED MARKETS

China Door-to-Door 317

India Door-to-Door 312

Malaysia Door-to-Door 300Mexico 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 SAMPLE

EMERGING MARKETS

Copyright 2011 The Nielsen Company.All rights reserved. Printed in the USA. Nielsen and the Nielsen logo aretrademarks or registered trademarks o CZT/ACN Trademarks, L.L.C.Other product and service names are trademarks or registeredtrademarks o their respective companies. 11/3424 www.nielsen.com

MFM = Mixed Field MethodologyNote: Study was felded be ore the 2011 Japan earthquake and tsunami.

Documents

Women of Tomorrow Whitepaper June2011en