the woman of tomorrow 2011 canadian results insights from nielsen’s study of women, their spending...

The Woman of Tomorrow

2011 Canadian Results

Insights from Nielsen’s study of women, their spending habits and what makes them the most powerful consumers on the planet

Carman AllisonDirector of Consumer Insights, Canada

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

2

Global Online Survey 2011 – Women of Tomorrow

Women control almost $12 trillion of the $18 trillion in global consumer spending

Her global spending is equivalent to the size of the total United States GDP


3


It is why Nielsen undertook an important research study

Canada2/24-3/1

South Africa4/14-4/19

Russia3/28-3/30

Australia2/25-3/1

Mexico3/23-4/4

U.K.2/18-23 Turkey

3/22-25 Japan2/25-3/2India

3/25-30

Brazil3/23-4/4

France2/24-28

Italy2/25-3/1

Spain3/2-14

Malaysia3/28-4/13

U.S.2/22-25

Sweden3/3-10

Nigeria3/23-4/4

Thailand3/28-4/12

China3/19-22South Korea

3/8-16

Germany2/24-28


4


The women of tomorrow will have a profound effect on social, political and economic conditions

“Women's roles are becoming more and

more complex and comprehensive, meaning

they have to do it all.”

-- Canada

“We are just as smart as the women who

raised us, and the women who raised them,

but we now have the opportunity to use

those brains to do good.”

-- U.S.A.


5


80% of all consumer

goods purchases in the Canada are influenced and/or made by women

5

Why is she so important? Why is she so important?


6


1. Changing for the better

2. Empowered, yet stressed

3. In the know

4. It’s a matter of trust

5. Quality = loyalty

6. Make it social and relevant

7. Leveling the playing field

8. Reaching out and reaching in

9. Advancing, but still jumping hurdles

10. Connected, but different

Hear is what we learned about the Women of Tomorrow


7


The ties that bind

• Based on our research we know that she is …

connected/ community

Sharedresponsibility

Aspirational & Optimistic

burdened empowered

Common threads

Voracious about seeking

information


8


Satisfying Need States Emergence

Women in developed markets

Complex need states

Desire convenience to ease mounting stress

Seek to effectively manage the budget

Engage with social and relevant communities that are sourced from personal and virtual means

Women in emerging markets

Focused need states

Responsible for satisfying In-home dynamics

Aspire to take on more responsibilities outside the home

Engage with social and relevant communities that are sourced from personal means


9


Income, Marriage

& Children


10


The majority of female households have more than one income – increasing purchasing power

7% 9% 7% 4% 11%

50%61%

49% 45%47%

43%30%

45% 51% 42%

Total <35 yrs 35-44 yrs 45-64 yrs 65+ yrs

2 incomes

>2 incomes

Female Households - # of Incomes

1 income


11


In most developed countries, the number of one and two income households are evenly split.

In your household, is there one income, two incomes, or more than two incomes? (%)

4654

4350

3747 43 42 42 46

37

68

4741

5045

54

50 5551 53 46

44

25

7 5 7 5 9 7 5 918

7

Total Developed US Canada UK Italy France Germany Spain Sweden Australia

South Korea Japan

One Income

Two Incomes

More Than Two Incomes


12


Canadian women contribute a greater percentage to a household’s income than their American neighbours

24%11%

25%29%

20% 28%

5% 9%

26% 23%

US Canada

Approx 25%

None

Female Contribution to Household’s Income

100%

Approx 75%

Approx 50%

51% 60%


13


100%, 24%

Approximately 75%, 7%



None, 17%

The majority of women in developed countries contribute 50% or more of their household’s income.

57%Women

contributing 50% or more

Europe -

Sweden 77%

France 74%

Germany 71%

Spain 59%

Italy 56%

U.K. 54%

North America 56%

Canada 60%

U.S. 51%

Asia -

Australia 62%

South Korea 33%

Japan 27%

Developed Countries


14


Females contribution to household income has increased in one third of homes – more so in Canada

20% 12% 11% 8%

50%55% 63% 60%

30% 33% 26% 32%

US Canada US Canada

No Change

Decrease

How has female contribution to household income changed?

Increase

Past 5 Years Past 1 Year


15


More Canadian women expect their contribution to household income to increase than women in the US

11% 8% 13% 9%

63% 60% 53% 52%

26% 32% 33% 38%

US Canada US Canada

No Change

Decrease

How will female contribution to household income changed?

Increase

Next 1 Year Next 5 Years


16


At what age did you first or at what age do you intend to get married?

6

51

33

23

22

5

11

4

6

8

23

US Canada

No Intention

50+

45-49

40-44

35-39

30-34

25-29

18-24

Undrer 18

Women in the Unites States are more likely to get married than women in Canada


17


At what age did you first or at what age do you intend to have children?

4 3

24

24

21

15

18

3

9

39B

8A

15A

US Canada

No Intention

50+

45-49

40-44

35-39

30-34

25-29

18-24

Under 18

More Canadian women intended to have children at later age or not at all versus American women


18


Changing and

changing for the better


19


The majority of women feel their roles will continue to evolve into the future – more so than men

78% 75% 73%46% 35% 37%

22% 25% 27%54% 65% 63%

Dev. US Canada Dev. US Canada

No

Yes

Do you think gender roles will change in the future?

Role of Women Role of Men


20

Global Online Survey 2011 – Women of Tomorrow North America Rollup

Today’s Canadian women feel their daughters will have similar opportunities and challenges

79% Access to technology

53% Higher education levels

51% Opportunity to travel

47% Chose own career path

47% Participate in sports

Greater opportunities for their daughter

16% Retire when I chose

15% Own a home

14% Reduce daily stress

13% Ability to eliminate debt

12% Achieve financial stability

Fewer opportunities for their daughter


21


Today’s Canadian women feel they had more opportunities than Americans for…

Education (+7 pts)

Opportunity to travel (+5 pts)

Chose career path (+5 pts)

Personal fulfillment (+4 pts)

Ability to retire (+3 pts)

More opportunities than your mother Pt change versus US women


22


Today’s Canadian women feel their daughters will have similar opportunities and challenges

79% Access to technology

53% Higher education levels

51% Opportunity to travel

47% Chose own career path

47% Participate in sports

Greater opportunities for their daughter

16% Retire when I chose

15% Own a home

13% Reduce daily stress

12% Ability to eliminate debt

10% Achieve financial stability

Fewer opportunities for their daughter


23


Empowered and

Burdened


24


Canadian women are feeling the stresses of life but are managing well

% Agree Global Dev US Canada

I have achieved a good work-life balance

57% 51% 59% 58%

I feel stressed for time

58% 54% 53% 52%

I feel stressed and overworked most of the time

43% 38% 36% 33%

I rarely have time to relax

45% 37% 37% 32%

Rank


25


Versus their neighbors, Canadian women are better off financially and worry less about future opportunities

% Agree Global Dev US Canada

I’m in a stable financial situation

53% 47% 44% 58%

I feel men and women have the same opportunities

58% 45% 56% 53%

I worry about the future opportunities for my son/grandson

62% 56% 58% 47%

I worry about the future opportunities for my daughter/granddaughter

62% 55% 55% 47%

Rank


26


66%

59%

55%

53%

53%

Vacations

Clothes

Pay debt /loans

Generalsavings

Groceries

In the next 5 years Canadian women are expected to spend more on vacations and clothes in addition to some fiscal responsibility

Areas expected to allocate more money in the next 5 yrs.

Top 5CanadianWomen


27


In the next 5 years Canadian women are expected to spend more than…

Global women on…

Paying off debt +16

Retirement savings +12

Clothes +9

Investments +6

Groceries +5

US women on…

Vacations +19

Clothes +14

New home +11

Investments +10

Retirement savings +9


28



Top 5

Mothers

Vacations

Home Improvement

Clothes

Pay Off Debt

Groceries

Non-Mothers

Vacations

Clothes

General Savings

Retirement Savings

Pay Off Debt

Grandmothers

Vacations

Clothes

Groceries

General Savings

Home Improvement


29



Top 5

Lesser Educated

Pay Off Debt

Clothes

Vacation

Groceries

Home Improvement

More Educated

Vacations

General Savings

Clothes

Retirement Savings

Groceries


30


Learning about new stores and products is a mix of the old and the new


31


Word of mouth and television remain the primary source of information for new products and stores

Top 3 sources of information

New Products

Television

Direct Mail

Word of Mouth

Television

Word of Mouth

Internet Search

New Stores

Word of Mouth

Television

Newspaper

Word of Mouth

Direct Mail

Television

CanadianWomen

AmericanWomen


32


Reaching women is one thing – gaining

their trust is another


33


Canadian women are more likely to trust recommendations from friends – less trusting of newer forms or advertising

Top 5 Canadian Women – Trust forms of advertising

Trust Completely

Recommendations from people we know

Consumer opinions posted online

Emails signed-up for

Ads on Radio

Ads in Newspapers

Do No Trust At All

Text ads on mobile phones

Ads on mobile devices

Ads on social networks

Online banner ads

Products in TV shows


34


Canadian women are more likely to use the internet for leisure and social activities

Internet -- % Agree Dev US Canada

I use the internet for leisure 81% 89% 88%

Use the internet to research things I want to buy

84% 89% 84%

The internet is my primary source of news, current events, etc.

62% 61% 55%

I am active on social media sites 39% 48% 44%

I spend too much time on the internet

49% 48% 43%

Rank


35


Canadian women wish they had more time to read and feel they are watching too much TV

% Agree Dev US Canada

I wish I had more time to read books

64% 63% 62%

I listen to the radio on a regular basis

52% 53% 54%

I wish I had more time to read magazines

43% 40% 40%

I spend too much time watching TV

31% 31% 40%

Rank


36


Women are less confident about the economic recovery then

men


37


9982

109

8394

73

9583

Emerging Develped Canada US

Men Women

Canadian women are less optimistic as men but more hopeful than their US counterparts

Consumer Confidence Index


38


31%

19%17%

8%

Canada US

Men Women

% who think the recession will be over in the next 12 months

Canadian women are also so optimistic about a future recovery – but twice the level of American women


39


Rising Food Prices

Health

Debt

Health

Rising Fuel Prices

Debt

Canadian women are most concerned about rising food costs more-so than rising fuel for men and Americans

Top 3 Concerns Over the Next 3 Months

Canada United States

Economy

Rising Fuel Prices

Debt

Economy

Rising Fuel Prices

Debt

Women

Men


40


Paying Debt

No Spare Cash

Savings

Paying Debt

Savings

Vacations

Canadian women and men are aligned with paying off debt and savings but more likely to have ‘no spare cash’

Top 3 Activities For Spare Cash


Savings

Paying Debt

No Spare Cash

Savings

Paying Debt

No Spare Cash

Women

Men


41


Saved on Gas/Utilities

Reduce Take-out

Switch to Cheaper Brands


Reduce Take-out


Women and men in both Canada and the US will exercise similar saving strategies in the coming months

Top 3 Activities Continuing to do to Save Money


Women

Men

Source: Nielsen Global Online Consumer Confidence Survey March 2011


Reduce Take-out



Reduce Take-out



42


Quality and value are

the way to a women’s

heart


43


Price dominates the decision influencers for Canadian women followed by value and trusted brand

Influencers 1st 2nd 3rd

Food Price Value Availability

Health & Beauty Price Value Trusted Brand

Pharmaceuticals Prof Reco Price Value

Clothes Price Value Promotions

Electronics Price Value Trusted Brand

Car Price Value Trusted Brand

Family Finances Cust Service Price Value

Insurance Price Value Cust Service

Top 3 Influencers When Deciding What to Buy – Canadian Women


44


When deciding where to shop, Canadian women are focused on getting value for the money


Food Value Familiarity Convenience

Beverages Value Convenience Familiarity

Health & Beauty Value Quality Convenience

Pharmaceuticals Convenience Familiarity Value

Cleaning Products Value Promotions Has what I need

Clothes Value Quality Ambiance

Electronics Value Quality Variety

Auto/Transport Value Quality Info provided

Top 3 Influencers When Deciding Where to Shop – Canadian Women


45


Quality, trusted brand and familiarity drive brand loyalty for women regardless of life-stage and age


Total Women Quality Trusted Brand Familiarity

Mother Quality Trusted Brand Familiarity

Non-Mothers Quality Trusted Brand Familiarity

Grandmothers Quality Trusted Brand Familiarity

Under 35 yrs Quality Trusted Brand Efficacy

Age 35-44 yrs Quality Trusted Brand Familiarity

Age 45-64 Quality Trusted Brand Familiarity

Age 65 yrs + Quality Trusted Brand Familiarity

Top 3 Drivers of Brand Loyalty – Canadian Women


46


What makes you loyal to a particular product/brand?

79

76

68

69

61

46

37

28

21

20

10

6

84

72

66

63

46

43

37

33

26

26

13

5

Quality

Is A Product/Brand That I Know I Can Trust

Familiarity/Have Used For A Long Time

Efficacy/It Works Well Or Works The Best

Lowest Price

Available At Multiple Stores I Shop At

Provides Meaningful Benefits

Offers A Wide Selection Of Options

Commitment To Environmental Responsibility

Brand Name/Designer Label

Innovation

Creativity In Advertising

Us

Canada

Lowest Price is more important at driving product loyalty to American women than Canadian


47


Women want to share the

responsibility for life’s

decisions


48


When it comes to fast moving consumer goods men and women agree on the appropriate decision makers

Women Think Men Think

Purchasing… Male Female Dual Male Female Dual

Food 2% 48% 51% 16% 22% 62%

Health & Beauty 0% 72% 27% 9% 51% 41%

Pharmaceuticals 1% 38% 61% 14% 16% 71%

Who is the most appropriate decision maker? - Canada

Both women and men think females are the better decision makers when it comes to Health & Beauty products


49


Other than clothing, when it comes to larger purchases women want to share the decision making


Purchasing… Male Female Dual Male Female Dual

Clothes 1% 55% 45% 10% 30% 60%

Home Electronics

26% 6% 67% 47% 1% 53%

Personal Electronics

22% 7% 71% 42% 2% 56%

Car 40% 5% 56% 51% 2% 48%


Women and men are polarized when it comes to clothing and cars


50


When it comes to managing the home, both men and women want to share in the decision making


Managing… Male Female Dual Male Female Dual

Family Finances 10% 18% 71% 29% 7% 64%

Insurance 16% 12% 72% 33% 6% 61%

Child CareIn the home

0% 53% 46% 10% 40% 50%

Child CareOutside the home

2% 48% 50% 10% 38% 52%


Women rate themselves higher for managing child care in the home


51


Gender roles are evolving

to be less traditional


52


Both women and men feel they are best suited to provide for the family and manage the parenting role

Best Gender for… Women Think Men Think

Task (Canada) Male Female Both Male Female Both

Working outside the home

16% 5% 79% 17% 4% 79%

Earning equal pay 10% 7% 83% 10% 5% 85%

Taking care of children in the home

0% 36% 64% 6% 22% 72%

Making child care decisions out of home

1% 30% 69% 4% 20% 76%

Having the primary parenting role

3% 27% 71% 7% 19% 74%

Women rate themselves higher for managing the children


53


When it comes to household finances and purchases, both sexes feel either is best suited for the task



Making decisions about household finances

6% 16% 78% 14% 8% 79%

Managing household finances

4% 27% 69% 16% 9% 75%

Choosing which groceries to buy

0% 47% 53% 7% 19% 74%

Making decisions for major purchases

6% 5% 89% 18% 4% 78%

Making family medical decisions

1% 29% 70% 6% 11% 83%

Women rate themselves higher for groceries and medical decisions – less of a dual role


54


When it comes to education, positions of authority, faith and charity, men rate both sexes higher than females



Having higher education

5% 14% 81% 10% 4% 86%

Holding political office 19% 6% 75% 15% 5% 80%

Holding place of authority in workplace

22% 5% 73% 15% 3% 82%

Choosing church of faith

2% 22% 76% 6% 9% 86%

Donating to charities 1% 29% 70% 6% 11% 83%

Women rate themselves higher for groceries and medical decisions – less of a dual role


55


Making women’s lives

better – it’s about being social and relevant


56


88%

84%

55%

45%

Leisure

Buying Research

News & Current Events

Social Media

Canadian Women primarily use the internet for leisure and doing research on products they plan to buy

Canadian Women use the internet for…


57


43%

72%

67%

62%

60%

58%

55%

56%

54%

50%

High Speed Internet

E-Book Reader

Digital Camera

Laptop Computer

Smartphone

Desktop Computer

DVR

Cell phone

Tablet PC

Social networking

New technologies and quick access to information has made life easier for the majority of Canadian women

Which technologies have made life better for Canadian women?

Top 10


58


Canadian women prefer the internet as their primary source of media

Dev US Canada

Computer with Internet 60% 62% 62%

Television 18% 22% 22%

Mobile / Smartphone 11% 11% 6%

If you could only choose one form of media, it would be…


59


Canadian women prefer to communicate via phone and email but are more likely to engage in social networking sites

Dev US Canada

Phone 55% 48% 46%

Email 19% 31% 33%

Texting 17% 11% 5%

Social Networking Sites 7% 9% 13%

Primary form of electronic communication with friends & family


60


Do you visit social media websites? Gender…

Source: June 2010 Nielsen PanelViews Media Survey - Individual responses

52

8775

58

4232

67

89 89

7360

40

Total <24 yrs 25-35 yrs 35-54 yrs 55-64 yrs 65+

% of Online Users male female

Canadian females are more likely to be engaged in social media across all age ranges


61


Understanding the path to purchase


62


TV and print plays a role in motivating women to purchase for fast moving consumer goods

When purchasing 1st 2nd 3rd

Food Newspaper/Mag TV commercial Does not apply

Health & Beauty TV commercial Newspaper/Mag Does not apply

Pharmaceuticals Does not apply TV commercial Newspaper/Mag

Clothes Does not apply Newspaper/Mag TV commercial

Electronics TV commercial Info / Research Newspaper/Mag

Car Does not apply Info / Research TV commercial

Family Finances Does not apply Info / Research TV commercial

Insurance Does not apply Info / Research TV commercial

Which media influences what products you buy? – Canadian Women

Access to information plays an greater role for larger purchases


63


Women value recommendations from friends and family when looking for information on what to buy

When purchasing Both Male Female

Recommendations from people you know

23% 20% 25%

Consumer opinions posted online

10% 12% 9%

Branded websites 8% 9% 7%

Ads on TV 7% 8% 5%

Emails I signed up for 5% 5% 5%

What’s most relevant when looking for information on what to buy? – Canada


64


Women are planners when

it comes to shopping


65


8876

52

89

73

55

Canada US

Women plan in advance but are open to impulsive purchases and trying new items

When shopping…

I usually plan what I buy

before I shop

Even if I plan, I purchase items not

planned for

I love to try new brands

and products


66


74

26

78

22

Canada US

Women feel their effort of deciding where to shop is important and pays off in the end

When shopping…

Planning where to shop is important and

pays back

I expect to do more shopping in the future

than I do now


67


70

56

43

78

5747

Canada US

Women generally just shop the sections of the store they need – convenience is key

When in store…

I generally just visit the sections

of the store I need

I know what I want and go straight

where it is and get out quickly

I often change stores because of advertising

and promotions


68


When it comes to shopping

women check prices carefully


69


When purchasing grocery items, Canadian women check prices carefully and are motivated by promotions

Price & Promotion Influencers Food Beverages Hh CleaningI check prices carefully 46% 31% 36%I use a discount coupon for the brand I purchase

35% 23% 31%

I buy a brand on deal/promotion that I noticed in store.

34% 27% 27%

I search for deals and promotions online 17% 10% 12%I choose a brand I saw recently advertised

14% 9% 10%

I choose a brand from a special display, not the regular aisle

10% 5% 5%

Top 3 Results for Segment

When purchasing, what usually happens?


70


Women put their preferences first – buying what they prefer or the one they always do

Preference Influencers Food Beverages Hh CleaningI get the one I prefer 43% 39% 33%I buy the same one I always do 37% 36% 35%

I get the one my spouse prefers 12% 12% 1%

I get the one my spouse and I decide on together

12% 11% 4%

I buy the one that someone recommended

11% 8% 9%

I get the one my kids prefer 9% 7% 2%




71


Women are more likely to try new products and read packages when buying food

Selection Process Influencers Food Beverages Hh CleaningI see a new brand that looks interesting and decide to try it

25% 19% 15%

I read the descriptions on several packs 24% 10% 14%

I careful research options/features in advance

6% 4% 5%

I’m in a rush, so I just chose one, almost at random

4% 5% 5%




72


Canadian women are less price and promotionally sensitive when buying OTC items vs Health & Beauty

Price & Promotion Influencers Health & Beauty

Pharma/ OTC


I check prices carefully 38% 29% 41%I use a discount coupon for the brand I purchase

23% 13% 8%


26% 17% 12%


12% 6% 5%


6% 2% 1%




73


Women put their preferences first – buying what they prefer or the one they always do

Preference Influencers Health & Beauty

Pharma/ OTC


I get the one I prefer 41% 27% 19%I buy the same one I always do 32% 36% 4%I get the one my spouse prefers 4% 3% 5%I get the one my spouse and I decide on together

2% 5% 16%


13% 14% 15%





74


Women are more likely to research options and features when buying personal electronics

Selection Process Influencers Health & Beauty

Pharma/ OTC


I see a new brand that looks interesting and decide to try it

19% 7% 4%



9% 13% 42%


2% 2% 1%




75


Canadian women check prices carefully when buying clothes and home electronics

Price & Promotion InfluencersClothes

Home Electronics Automotive

I check prices carefully 51% 41% 34%I use a discount coupon for the brand I purchase

9% 6% 2%


28% 12% 4%


7% 4% 2%


6% 2% 1%




76


Women may put their preferences first when buying clothes but consult their spouse for automotive purchases

Preference InfluencersClothes


I get the one I prefer 46% 19% 18%I buy the same one I always do 10% 4% 4%I get the one my spouse prefers 4% 8% 5%I get the one my spouse and I decide on together

2% 26% 28%


7% 13% 10%





77


Women are more likely to research options and features when buying home electronics and automotive

Selection Process InfluencersClothes


I see a new brand that looks interesting and decide to try it

13% 4% 1%



7% 48% 41%


1% 1% 0%




78


Best Practices for Marketing to the women of tomorrow

• Use emotion-based, visual imagery (not facts and figures). Focus, for example, on human elements and faces.

• Layer emotional decision-making opportunities over purely rational information.

• Use subtle humor and emphasize altruism.

• Be emotionally authentic.

• Strong emotional memories have long-lasting power and will increase purchase intent among women.

• Social connections are crucial – help her feel included, appeal to her through shared stories.

78


79


Invest in her tomorrow:•Align with their beliefs and aspirations•Appeal to their aspirational needs for the better lifestyle that they deserve•Develop strategies which segment huge populations into meaningful clusters

Ease her seat of worry:•Recognize that, while women of tomorrow are optimistic, they are also concerned about their micro and macro environment•Women understand they are part of a larger global community, and as such are looking to for companies that share their views on corporate social responsibility

Give her back time:•Make things easier across all aspects of the purchase cycle: Advertising, packaging, in store, transportability, usage, disposal.•Simplify the navigation around the bigger ticket decisions; such as auto, insurance, education, finances

1

2

3

Success through a series of macro and micro strategies


80


Success through a series of macro and micro strategies

Earn her trust:•Take time to understand how her networks help her and be part of those engagements.• Connecting with her in these trusted environments helps her feel like a valued customer •Assure your communications are authentic and provide her with the quality that earns her trust of your brand

Connect to the bigger picture:•Use Community based imagery and focus on connecting women to the big picture, with strong emotional memories that have long-lasting power•She’s a multi-tasker and likes being acknowledged for her abilities•Acknowledge that she’s integrating many tasks and achieving many goals with every media experience or product purchase

4

5


81


Stay Connected to Consumer and Media Trends

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Stay Connected to Consumer and Media Trends

Visit us online at nielsen.com

For the latest insights, visit us blog.nielsen.com/nielsenwire

the woman of tomorrow 2011 canadian results insights from nielsen’s study of women, their spending...

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