The Woman of Tomorrow 2011 Canadian Results Insights

Скачать презентацию The Woman of Tomorrow 2011 Canadian Results Insights

6774840451d1b194259904405e5be749.ppt

Количество слайдов: 81

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 Allison Director of Consumer Insights, Canada

Her global spending is equivalent to the size of the total United States GDP Women control almost $12 trillion of the $18 trillion in global consumer spending 2 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

It is why Nielsen undertook an important research study Sweden 3/3 -10 Russia France Germany 3/28 -3/30 2/24 -28 U. K. Spain Italy 3/2 -14 2/18 -23 Turkey China 2/25 -3/1 Japan 3/22 -25 South Korea 3/19 -22 2/25 -3/2 3/8 -16 India 3/25 -30 Thailand Nigeria 3/28 -4/12 Malaysia 3/23 -4/4 Canada 2/24 -3/1 U. S. 2/22 -25 Mexico 3/23 -4/4 Brazil 3/28 -4/13 3/23 -4/4 South Africa Australia 2/25 -3/1 4/14 -4/19 3 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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. 4 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Why is she so important? 80% of all consumer goods purchases in the Canada are influenced and/or made by women 5 Global Online Survey 2011 – Women of Tomorrow 5 Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Hear is what we learned about the Women of Tomorrow 1. Changing for the better 2. Empowered, yet stressed 3. In the know 4. It’s a matter of trust 5. 6. 7. 8. 9. 10. Quality = loyalty Make it social and relevant Leveling the playing field Reaching out and reaching in Advancing, but still jumping hurdles Connected, but different 6 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

The ties that bind Common threads • Based on our research we know that she is … connected/ community Voracious about seeking information Shared responsibility Aspirational & Optimistic burdened empowered 7 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Satisfying Need States Emergence Women in developed markets Women in emerging markets Complex need states Focused need states Desire convenience to ease mounting stress Responsible for satisfying In-home dynamics Seek to effectively manage the budget Aspire to take on more responsibilities outside the home Engage with social and relevant communities that are sourced from personal and virtual means Engage with social and relevant communities that are sourced from personal means 8 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

The majority of female households have more than one income – increasing purchasing power Female Households - # of Incomes 1 income 2 incomes >2 incomes 10 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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? (%) One Income Two Incomes More Than Two Incomes 11 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women contribute a greater percentage to a household’s income than their American neighbours Female Contribution to Household’s Income 51% 60% 100% Approx 75% Approx 50% Approx 25% None 12 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

The majority of women in developed countries contribute 50% or more of their household’s income. Developed Countries 57% 13 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Females contribution to household income has increased in one third of homes – more so in Canada How has female contribution to household income changed? Past 5 Years Past 1 Year Increase No Change Decrease 14 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

More Canadian women expect their contribution to household income to increase than women in the US How will female contribution to household income changed? Next 1 Year Next 5 Years Increase No Change Decrease 15 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women in the Unites States are more likely to get married than women in Canada At what age did you first or at what age do you intend to get married? 16 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

More Canadian women intended to have children at later age or not at all versus American women At what age did you first or at what age do you intend to have children? 17 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

The majority of women feel their roles will continue to evolve into the future – more so than men Do you think gender roles will change in the future? Role of Women Role of Men No Yes 19 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Today’s Canadian women feel their daughters will have similar opportunities and challenges Greater opportunities for their daughter 79% Access to technology 16% Retire when I chose 53% Higher education levels 15% Own a home 51% Opportunity to travel 14% 47% Chose own career path 13% Ability to eliminate debt 47% Participate in sports 12% Achieve financial stability Reduce daily stress Fewer opportunities for their daughter 20 Global Online Survey 2011 – Women of Tomorrow North America Rollup Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Today’s Canadian women feel they had more opportunities than Americans for… Pt change versus US women More opportunities than your mother Education (+7 pts) Opportunity to travel (+5 pts) Chose career path (+5 pts) Personal fulfillment (+4 pts) Ability to retire (+3 pts) 21 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Today’s Canadian women feel their daughters will have similar opportunities and challenges Greater opportunities for their daughter 79% Access to technology 16% Retire when I chose 53% Higher education levels 15% Own a home 51% Opportunity to travel 13% 47% Chose own career path 12% Ability to eliminate debt 47% Participate in sports 10% Achieve financial stability Reduce daily stress Fewer opportunities for their daughter 22 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women are feeling the stresses of life but are managing well Rank % 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% 32% 24 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Versus their neighbors, Canadian women are better off financially and worry less about future opportunities Rank % 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% 47% 25 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 5 Canadian Women 26 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

In the next 5 years Canadian women are expected to spend more than… Global women on… US women on… Paying off debt +16 Vacations +19 Retirement savings +12 Clothes +14 Clothes +9 New home +11 Investments +6 Investments +10 Groceries +5 Retirement savings +9 27 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

In the next 5 years Canadian women are expected to spend more than… Top 5 Mothers Non-Mothers Grandmothers Vacations Home Improvement Clothes General Savings Groceries Pay Off Debt Retirement Savings General Savings Groceries Pay Off Debt Home Improvement 28 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

In the next 5 years Canadian women are expected to spend more than… Top 5 Lesser Educated More Educated Pay Off Debt Vacations Clothes General Savings Vacation Clothes Groceries Retirement Savings Home Improvement Groceries 29 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Word of mouth and television remain the primary source of information for new products and stores Top 3 sources of information New Products Canadian Women American Women New Stores Television Word of Mouth Direct Mail Television Word of Mouth Newspaper Television Word of Mouth Direct Mail Internet Search Television 31 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 Do No Trust At All Recommendations from people we know Text ads on mobile phones Consumer opinions posted online Ads on mobile devices Emails signed-up for Ads on social networks Ads on Radio Online banner ads Ads in Newspapers Products in TV shows 33 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women are more likely to use the internet for leisure and social activities Rank 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% 34 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women wish they had more time to read and feel they are watching too much TV Rank % 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% I spend too much time watching TV 31% 40% 35 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women are less optimistic as men but more hopeful than their US counterparts Consumer Confidence Index 37 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women are also so optimistic about a future recovery – but twice the level of American women % who think the recession will be over in the next 12 months 38 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 Men Rising Food Prices Economy Health Rising Fuel Prices Debt Women United States Debt Health Economy Rising Fuel Prices Debt 39 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 Canada Men Paying Debt Savings No Spare Cash Paying Debt Savings Women United States No Spare Cash Paying Debt Savings Paying Debt Vacations No Spare Cash 40 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 Canada United States Men Saved on Gas/Utilities Reduce Take-out Switch to Cheaper Brands Women Saved on Gas/Utilities Switch to Cheaper Brands 41 Source: Nielsen Global Survey 2011 – Women of. Survey March 2011 Global Online Consumer Confidence Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Price dominates the decision influencers for Canadian women followed by value and trusted brand Top 3 Influencers When Deciding What to Buy – Canadian Women Influencers 1 st 2 nd 3 rd 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 Cust Service Price Value Cust Service Family Finances Insurance 43 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

When deciding where to shop, Canadian women are focused on getting value for the money Top 3 Influencers When Deciding Where to Shop – Canadian Women Influencers 1 st 2 nd 3 rd 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 44 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Quality, trusted brand familiarity drive brand loyalty for women regardless of life-stage and age Top 3 Drivers of Brand Loyalty – Canadian Women Influencers 1 st 2 nd 3 rd 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 45 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Lowest Price is more important at driving product loyalty to American women than Canadian What makes you loyal to a particular product/brand? 46 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

When it comes to fast moving consumer goods men and women agree on the appropriate decision makers Who is the most appropriate decision maker? - Canada Women Think Purchasing… Men Think 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% Both women and men think females are the better decision makers when it comes to Health & Beauty products 48 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Other than clothing, when it comes to larger purchases women want to share the decision making Who is the most appropriate decision maker? - Canada Women Think Purchasing… Men Think 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 49 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

When it comes to managing the home, both men and women want to share in the decision making Who is the most appropriate decision maker? - Canada Women Think Managing… Male Female Dual Family Finances 10% 18% 71% 29% 7% 64% Insurance 16% 12% 72% 33% 6% 61% Child Care In the home 0% 53% 46% 10% 40% 50% Child Care Outside the home 2% 48% 50% 10% 38% 52% Women rate themselves higher for managing child care in the home 50 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 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 52 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

When it comes to household finances and purchases, both sexes feel either is best suited for the task Best Gender for… Task (Canada) Women Think Male Female Both 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 53 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

When it comes to education, positions of authority, faith and charity, men rate both sexes higher than females Best Gender for… Task (Canada) Women Think Male Female Both 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 54 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian Women primarily use the internet for leisure and doing research on products they plan to buy Canadian Women use the internet for… 56 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 57 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women prefer the internet as their primary source of media If you could only choose one form of media, it would be… Dev US Canada Computer with Internet 60% 62% Television 18% 22% Mobile / Smartphone 11% 6% 58 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women prefer to communicate via phone and email but are more likely to engage in social networking sites Primary form of electronic communication with friends & family Dev US Canada Phone 55% 48% 46% Email 19% 31% 33% Texting 17% 11% 5% 7% 9% 13% Social Networking Sites 59 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian females are more likely to be engaged in social media across all age ranges Do you visit social media websites? Gender… 60 Source: June 2010 Nielsen Panel. Views Media Survey - Individual responses Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

TV and print plays a role in motivating women to purchase for fast moving consumer goods Which media influences what products you buy? – Canadian Women When purchasing 1 st 2 nd 3 rd 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 Food Access to information plays an greater role for larger purchases 62 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women value recommendations from friends and family when looking for information on what to buy What’s most relevant when looking for information on what to buy? – Canada 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% 63 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 65 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 66 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 67 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

When purchasing grocery items, Canadian women check prices carefully and are motivated by promotions When purchasing, what usually happens? Price & Promotion Influencers Food Beverages Hh Cleaning I check prices carefully 46% 35% 31% 23% 36% 31% I buy a brand on deal/promotion that I noticed in store. 34% 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% I use a discount coupon for the brand I purchase Top 3 Results for Segment 69 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women put their preferences first – buying what they prefer or the one they always do When purchasing, what usually happens? Preference Influencers Food Beverages Hh Cleaning I get the one I prefer 43% 37% 39% 36% 33% 35% I get the one my spouse prefers 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% I buy the same one I always do Top 3 Results for Segment 70 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women are more likely to try new products and read packages when buying food When purchasing, what usually happens? Selection Process Influencers Food Beverages Hh Cleaning I 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% Top 3 Results for Segment 71 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women are less price and promotionally sensitive when buying OTC items vs Health & Beauty When purchasing, what usually happens? Price & Promotion Influencers Health & Beauty Pharma/ OTC Personal Electronics 38% 23% 29% 13% 41% 8% I buy a brand on deal/promotion that I noticed in store. 26% 17% 12% I search for deals and promotions online 13% 12% 5% 6% 29% 5% 6% 2% 1% I check prices carefully I use a discount coupon for the brand I purchase I choose a brand I saw recently advertised I choose a brand from a special display, not the regular aisle Top 3 Results for Segment 72 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women put their preferences first – buying what they prefer or the one they always do When purchasing, what usually happens? Preference Influencers Health & Beauty Pharma/ OTC Personal Electronics 41% 32% 4% 2% 27% 36% 3% 5% 19% 4% 5% 16% I buy the one that someone recommended 13% 14% 15% I get the one my kids prefer 2% 2% 2% I get the one I prefer I buy the same one I always do I get the one my spouse prefers I get the one my spouse and I decide on together Top 3 Results for Segment 73 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women are more likely to research options and features when buying personal electronics When purchasing, what usually happens? Selection Process Influencers Health & Beauty Pharma/ OTC Personal Electronics I see a new brand that looks interesting and decide to try it 19% 7% 4% I read the descriptions on several packs 21% 25% 16% I careful research options/features in advance 9% 13% 42% I’m in a rush, so I just chose one, almost at random 2% 2% 1% Top 3 Results for Segment 74 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Canadian women check prices carefully when buying clothes and home electronics When purchasing, what usually happens? Price & Promotion Influencers Clothes Home Electronics Automotive 51% 9% 41% 6% 34% 2% I buy a brand on deal/promotion that I noticed in store. 28% 12% 4% I search for deals and promotions online 20% 7% 29% 4% 18% 2% 6% 2% 1% I check prices carefully I use a discount coupon for the brand I purchase I choose a brand I saw recently advertised I choose a brand from a special display, not the regular aisle Top 3 Results for Segment 75 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women may put their preferences first when buying clothes but consult their spouse for automotive purchases When purchasing, what usually happens? Preference Influencers Clothes Home Electronics Automotive 46% 10% 4% 2% 19% 4% 8% 26% 18% 4% 5% 28% I buy the one that someone recommended 7% 13% 10% I get the one my kids prefer 4% 2% 1% I get the one I prefer I buy the same one I always do I get the one my spouse prefers I get the one my spouse and I decide on together Top 3 Results for Segment 76 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Women are more likely to research options and features when buying home electronics and automotive When purchasing, what usually happens? Selection Process Influencers Clothes Home Electronics Automotive I see a new brand that looks interesting and decide to try it 13% 4% 1% I read the descriptions on several packs 3% 14% 7% I careful research options/features in advance 7% 48% 41% I’m in a rush, so I just chose one, almost at random 1% 1% 0% Top 3 Results for Segment 77 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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 Global Online Survey 2011 – Women of Tomorrow 78 Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Success through a series of macro and micro strategies Invest in her tomorrow: 1 • 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: 2 • 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: 3 • 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 79 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Success through a series of macro and micro strategies Earn her trust: 4 • 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: 5 • 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 80 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Stay Connected to Consumer and Media Trends Visit us online at nielsen. com For the latest insights, visit us blog. nielsen. com/nielsenwire 81 Global Online Survey 2011 – Women of Tomorrow Copyright © 2011 The Nielsen Company. Confidential and proprietary.