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

2. When it comes to spending decisions, women are in control!
Women control the majority of purchasing decisions in a household and their influence is growing. Women across the
world are expanding beyond traditional roles to influence decisions in the home, in business and in politics. Marketers have
a massive opportunity to better connect women with the products they buy and the media technologies they use to make
a positive impact both in their lives and in the bottom line.
So what traditional and new media influencers are most successful in driving women’s purchase decisions? Do women in
developed countries think and act differently than women in emerging countries? What concerns do women have now
and what do they expect for future generations? Do traditional roles still exist or do men and women share responsibilities
equally? Importantly, how can marketers not only reach women more effectively, but how can they create messaging that
better speaks to the sentiments and emotions that drive and empower women?
To answer these questions, Nielsen surveyed women across generations and from all corners of both developed and
emerging economies. Reaching out to 21 countries representing 60 percent of the world’s population and 78 percent
of GDP, this study provides insight into how current and future generations of female consumers shop and use media
differently. The findings are both enlightening and surprising. One universal truth prevails: women everywhere believe their
roles are changing and they are changing for the better.
Key Findings: • Across generations women are alike
in many ways, but they are also
• She trusts those she knows. When it
comes to advertising, women trust
• 90% of women believe their role is unique. From daughters to mothers recommendations from people she
changing for the better. Eighty percent to grandmothers, there are some knows above all other forms. She is
of women in developed economies commonalities across watch and most reticent to trust text ads on mobile
believe the role of women is changing buy behaviors, but it’s the unique phones. And if she trusts a company, it
and of those, 90 percent believe it will differences that savvy marketers need to means a lot.
change for the better in all matters understand.
from gender equality to politics to • TV is the preferred source to get
opportunities in the workplace. • Social media has become an information about new products and
indispensable tool. Women are services. Women rely on television to
• A vast horizon of opportunities, expanding beyond their careers and get information about products, but as
but a plateau of hope in developed homes to influence decisions in both the landscape continues to fragment,
economies. The aspirations for future business and politics to benefit others. complementary and integrated
generations of women in emerging And they are leveraging social media marketing plans are vital.
countries are bright, but women in platforms to solve problems, ask
developed countries believe that the • Across 95% of countries, quality is the
questions and build communities.
same opportunities —not more —will be #1 driver of brand loyalty. The number
available to their daughters. • Only 10% of women are highly one driver of brand loyalty across 17
influenced by web ads with social factors in 20 of 21 countries is quality.
• Increasingly empowered, increasingly context. Technologies that appeal “Lowest price” doesn’t even make the
stressed. Women everywhere are to women’s innate nature to engage, top three criteria among these countries.
pressured for time, have little time to connect and multi-task are life-
relax and feel stressed/overworked, changers,but social media advertising
but women in emerging countries feel has significant room to grow.
the strain even more than women in
developed economies.
EMERGING MARKETS DEVELOPED MARKETS
• When it comes to life’s decisions,
Brazil Nigeria Australia Japan
women want to share responsibility.
China Russia Canada South Korea
A desire for male/female shared
responsibilities in all matters from India South Africa France Spain
childcare to car purchases is echoed Malaysia Thailand Germany Sweden
everywhere, but breaking down some Mexico Turkey Italy United Kingdom
barriers in emerging countries continues. United States
Copyright © 2011 The Nielsen Company.
1

3. 90% of women believe Education for children is a top priority for women in emerging countries
In which ways do you expect to allocate any additional money you have earned or
their role is changing expect to earn over the next five years?
for the better.
85
Better access to education, improved 76
career opportunities and higher pay
scales in both developed and emerging 63
economies are paving the way for a rise 56% 54 53
in women’s economic power. And that 48 48 47 45
sentiment is clearly evident in Nielsen’s 37
research, as nearly 80 percent of women
surveyed in developed countries believe
16%
the role of women is changing, and of
those, 90 percent believe it is changing
for the better. In emerging countries, the
future is even brighter.
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Education and access to technology are
Em
fueling tomorrow’s optimism as women Source: Nielsen Women of Tomorrow Study 2011.
around the world know that one vital way
to a better life is through education. In
developed economies, women’s access
to higher education is considered an
established standard, while in emerging
economies, attending college is often a
luxury for women and the aspiration is
much higher.
The value of that privilege is evidenced
in the study, as 56 percent of women
in emerging countries say they plan
to allocate additional income for their
children’s education versus just 16 percent
of women in developed countries. Women
in Nigeria, India and Malaysia placed
the most importance in saving for their
children’s education —a choice that
ranked in the top three out of 25 different
options for how they plan to allocate their
additional salary in the next five years.
Invest in her Tomorrow
Invest in initiatives that further
educational/advancement
opportunities by connecting your
brands/products with associations
that align with her beliefs and
aspirations.
Copyright © 2011 The Nielsen Company.
2

4. A horizon of Opportunities compared to your mother at your age and for your
daughter in the future
opportunities, but a Developed Emerging
plateau of hope in Compared to Mothers For Daughters
developed economies.
More Same Less More Same Less
Across both developed and emerging
countries, the majority of women today
believe they have more opportunities
than their mothers did for everything from 58% 32% 9% 44% 48% 9%
achieving personal financial stability and
enjoying better health to having more
career opportunities and greater access
to technology. And while that level of
70% 23% 7% 77% 18% 5%
attainment will grow and develop even
further for women and their daughters in
emerging countries, a plateau of hope is Source: Nielsen Women of Tomorrow Study 2011.
emerging among the future generations
for women in developed countries.
Across 18 dimensions analyzed, more
than 77 percent of women in emerging
countries believe the future will be
brighter for their daughters. The areas
where improvement will be the greatest
are technology (84%), education (83%),
travel (82%), financial stability (81%),
purchasing power (81%) and careers
(80%). Women in Turkey (92%), Nigeria
(89%) and Malaysia (89%) were the most
optimistic.
In contrast, the majority of women in
developed countries (48%) believe that
the same opportunities —not more —will
be available to their daughters (with the
exception of access to technology, where
three-quarters believe more opportunities
will be available). And the reality of
today’s high cost of living with little spare
income is apparent as almost one-third
(29%) believe that their daughters will be
less likely to retire when they choose to
compared to today’s standards.
Connect to the bigger
Marketers need to recognize that while
women of tomorrow are optimistic, they picture:
are also concerned about their home,
Give careful consideration to
children and the future —both at the
micro (immediate family) and macro supporting organizations that help
(environment, politics) levels. and empower women and share
her views on corporate social
responsibility.
Copyright © 2011 The Nielsen Company.
3

5. Developed Emerging
MORE opportunities for future women in Having access to technology 74
84
EMERGING countries 54
Having higher educational opportunities 83
How do you think opportunities for your
Having opportunity to travel 53
daughter when she’s your age in the future will 82
compare to opportunities available to Achieving personal financial stability 40
81
you now in these areas? Ability to purchase things you need 45
81
She will have MORE opportunities than I do. 44
Ability to purchase things you want 81
Choosing your own career path 50
80
Having personal fulfillment 43
79
Having opportunities to participate in sports activities 47
77
Having opportunities to participate in leisure activities 47
77
Having a healthy lifestyle 40
75
Achieving good work/life balance 40
75
Owning your own home/apartment 35
75
Making your own decision about whom to marry 37
72
Making your own decision about if you will marry someone 37
72
Ability to retire when I choose 34
72
Ability to eliminate debt 33
72
Reducing stress in your day-to-day life 31
66
Source: Nielsen Women of Tomorrow Study 2011.
Developed Emerging
SAME Opportunities for future women in Making your own decision about whom to marry 24
61
DEVELOPED countries Making your own decision about if you will marry someone 61
25
How do you think opportunities for your 53
Having personal fulfillment 17
daughter when she’s your age in the future will
compare to opportunities available to Having a healthy lifestyle 52
18
you now in these areas? Ability to eliminate debt 52
21
She will have the SAME opportunities as I do. 51
Reducing stress in your day-to-day life 22
Having opportunities to participate in sports activities 50
19
Ability to purchase things you need 49
15
Having opportunities to participate in leisure activities 49
18
Achieving good work/life balance 49
19
Ability to purchase things you want 48
15
Owning your own home/apartment 47
18
Choosing your own career path 46
16
Achieving personal financial stability 45
14
Having higher educational opportunities 42
13
Having opportunity to travel 41
14
Ability to retire when I choose to 37
21
Having access to technology 24
12
Source: Nielsen Women of Tomorrow Study 2011.
Copyright © 2011 The Nielsen Company.
4

6. Increasingly empowered, As empowerment increases, so do her stress levels
increasingly stressed. Developed Emerging
Female respondents in all parts of the
world say they are pressured for time,
rarely have time to relax and feel stressed I often feel 54% 62%
and overworked most of the time, but pressured for time
women in emerging countries feel the
strain even more so than women in I rarely have
developed countries. Many women time to relax 37% 55%
today are wearing multiple hats by
balancing both career and home/family I feel stressed/
responsibilities. In many emerging overworked most 38% 49%
markets, this revolutionary change is in of the time
the early stages of development, while
Source: Nielsen Women of Tomorrow Study 2011.
in developed markets, this evolution has
been on-going for a longer period of time.
Where will you allocate additional Developed Emerging
In emerging markets, women in India money you earned or expect
(87%), Mexico (74%) and Russia (69%) to earn over the next Vacations/holidays 40
58
report they are most stressed/pressured five years? Groceries 57
for time; in developed markets, women 68
General savings 55
in Spain (66%), France (65%) and Italy 51
(64%) are most time-strained. Product Pay off debt/credit cards/loans 25
55
innovations that save time and provide 53
Clothes 70
short-cuts are not only useful, but these
improvements will go a long way in Home improvement or redecorating 49
42
providing the resources needed by multi- Retirement savings 41
25
tasking women who are always on the go.
Automobiles/other transportation 39
33
Additionally, the research shows that 36
Emergency use 32
women living in emerging countries
Health/beauty items 29
allocate more of their extra earnings 53
for basic essentials such as food and Entertainment outside your home 28
26
clothing, while women in developed 25
Charitable causes 14
countries indicate that they are more
likely to allocate additional money toward Insurance (not including health insurance) 22
14
vacations, buying groceries, paying off Internet/telecom services 13 19
debts, and for general savings. One
Health insurance 19
contributing factor in the higher stress 29
levels reported among women in emerging Investments (not including retirement) 18
20
countries is likely due to little spare cash 16
Education for your children 55
remaining after the staples are covered to
A new home 16
kick-back, relax and go on holiday. 32
Personal electronics 16
23
Make her life easier: Home electronics 15
39
Education for yourself 12
Develop time-saving product 21
Toward having a child/having more children 11
innovations that deliver multiple 12
Personal services (e.g. home cleaning, nanny, etc.) 10
benefits and satisfy various needs. 16
8
Give back rewards that ease her Supporting non-immediate family (e.g. grandparents) 27
4
complex life. A second home 12
Source: Nielsen Women of Tomorrow Study 2011.
Copyright © 2011 The Nielsen Company.
5

7. When it comes to life’s Women feel burdened with their current level of decision making
For these types of purchases/activities, who is the most appropriate decision maker?
decisions, women want to
Both
share responsibility. Developed Men
primarily
men and
women
Women
primarily
equally
Women may control the spending
in a household, but what they really Food 6% 51% 43%
desire is to have more equally-shared Health/Beauty 4 32 64
responsibilities with the partners in their Clothes 5 50 45
lives about decisions on all matters from Home electronics 37 54 9
taking care of the children to purchasing
Personal electronics 31 61 9
a car.
Car 45 49 6
As more women enter the workforce,
roles blur as traditional norms for Pharmaceutical prescription/OTC drugs 7 62 31
predominantly male or female Family finances 22 63 15
responsibilities change. There is strong Insurance 26 61 13
consistency across developed and Child care at home 4 48 48
emerging economies that both men
and women are equally “best fit” as the Managing child care outside the home 5 51 44
primary decision makers for most roles. Social/activity memberships 11 73 16
In developed economies, the notion of Locations for social activities 9 71 20
shared decision-making responsibilities is Both
Men men and Women
well established for all matters, although Emerging primarily women primarily
health and beauty purchases and taking equally
care of the children at home remain the Food 8% 43% 48%
responsibilities where women are still the Health/Beauty 4 25 71
primary influencers. 6 46
Clothes 48
In emerging economies, men are still Home electronics 46 45 9
viewed as the primary decision-making Personal electronics 40 52 8
stakeholders when it comes to purchasing
home electronics or cars, and women Car 55 40 6
predominate in the health and beauty, Pharmaceutical prescription/OTC drugs 13 56 31
food/grocery departments and on all Family finances 33 53 14
matters having to do with the children Insurance 40 49 11
inside and outside the home. But how
much longer will decision making continue Child care at home 4 37 60
to fall along these lines? Managing child care outside the home 9 44 47
And while shared decision-making Social/activity memberships 21 61 18
responsibilities are desired, some Locations for social activities 16 63 21
traditional sentiments are evident:
Source: Nielsen Q1 Global Online Survey.
Across the countries surveyed, nearly
one-third (31%) of both men and women
believe that men are best fit to hold
Treat her with equality:
political office, maintain workplace Use collaborative and reciprocal
positions of authority (29%) and make
major purchases (22%).
language and include her as a
shared decision maker in campaigns
that are centered in industries
that often cater to men, such as
automotive, insurance and finance.
Copyright © 2011 The Nielsen Company.
6

8. Across generations women Generational women exhibit traits that make her unique
are alike in many ways, but Daughters Optimistic Uncertain Grandmothers
Mothers Mothers
they are also unique. AVG. AGE = 30
AVG. AGE = 47 AVG. AGE = 47
AVG. AGE = 67
Across generations, from daughters to
mothers to grandmothers, women all
Most impulsive More shopping Good value Most habitual
around the world worry about future BUY ahead conscious shopper
opportunities, even in the face of
optimism. High stress is universal, but
daughters (average age of 30) are most Heavier media Enjoys ads Heavier texting/ Word of Mouth
stressed. As her family is early in its WATCH user email
formation and income levels have not yet
reached full potential, there is constant
pressure to fulfill daily needs. Source: Nielsen Women of Tomorrow Study 2011.
In analyzing generations, three segments Daughters are the most impulsive Grandmothers are strong planners and
were created: daughters, mothers, and shoppers and they are most likely to try the most habitual shoppers. She is the
grandmothers. These segments are based new products. Buying on promotions most likely of the three groups to listen
on age characteristics and include all is important and she will often go to to the radio, but she is catching up on
women in the study, not just those who different stores to get the best deal. She technology as she utilizes email.
have children. is also the most tech-savvy of the three
As Baby Boomers (aged 47-65) become
groups and is an earlier adopter of new
Mothers (average age 47) were split most grandparents, technology usage among
technology. She is also the heaviest user
distinctly into two groups (optimistic the older demographic will increase. As
of media and is the most influenced by all
and uncertain) defined by where they live this segment is also the most financially
types of media.
(emerging versus developed countries), stable, marketers have an opportunity to
driving the differences in optimism Mothers in developed markets are cross over generational lines with cross-
around opportunities for their daughters. heavy Internet users and rely on texting platform advertising that speaks to their
This group experiences mid-level stress and email to communicate nearly as lifestyle habits. Likewise, messaging that
because even though income levels much as daughters. Planned shopping empathizes with the high stress levels
are higher, finances are still a cause for trips and buying products with good of being a new or established mom will
concern. Grandmothers (average age value are important, as are promotions resonate in an impactful way.
67) are typically the most financially and discounts. In contrast, mothers
stable and thereby the least stressed. Not in emerging countries are still heavily
surprisingly, they are also most likely to reliant on TV and prefer TV even though
believe they have achieved a good work- she enjoys advertising regardless of
life balance. the medium. Her phone is the primary
method of communication. As her
The attitudes, outlooks, shopping habits
income increases, she expects to do more
and media preferences that women hold
are similar in many ways, but generational
shopping in the future. Cater to her distinct
differences are the most apparent. Most needs:
commonly held sentiments are decisions
centered on buying quality products that Think about the products women
provide good value at fair prices. Planned of different age groups purchase
shopping trips are typical, but occasional
impulse purchases happen too. All women and the media technologies they
watch TV and listen to the radio on a use and develop generational
regular basis. The differences in finances marketing strategies that address
as well as needs across generations,
however, often dictate actual watch and the diverse habits that drive
buy habits. behavior. Do not assume that all
women are the same.
Copyright © 2011 The Nielsen Company.
7

9. Social media has influence” and becoming an indispensable
tool for solving problems, asking
during major TV events like awards shows
and reality programming.
become an questions, and building the community.
On a social level, women talk and text
indispensable tool. It is more than just entertaining; social
media has functional benefits. Nielsen
on their mobile devices more than men.
Women want to expand beyond career Nielsen data shows that women talk 28
estimates that there are on average
and home to influence decisions in both percent more and text 14 percent more
between 200–300 dedicated women’s
business and politics to benefit others. than men every month; they are also
discussion forums across global markets
Women continue to be caregivers at heavier users of social features of phones
(not counting individual blogs) where
home, but they also want to positively (SMS, MMS, social networking) compared
women connect with one another on
affect the broader community in to men who tend to use functional
issues ranging from family life, managing
their neighborhoods, at work and in features more (GPS, email, Internet).
careers, health and wellness, shopping and
government. Women everywhere echoed increasingly financial health Marketers have an opportunity to better
similar sentiments about wanting to connect with women online to make them
play an integral and equal part in making Online, women are more engaged than
feel like valued customers —and then
a positive change for the future and men, spending more time on fewer
reward them for being an advocate for
affecting policies that would impact her sites during a single sitting—a valuable
the brand. This pay-it-forward approach
family and the environment. attribute to advertisers. They also visit
is perfectly aligned with how women live
more social and community sites, which is
Social networking is connecting women their lives.
especially important given the popularity
across the globe, broadening her “circle of of immediate online/social discussion
The women of tomorrow are connected
Claimed penetration in her household
Developed Emerging
“Women who will be closely connected to
society through work will be demonstrating
Internet TV Cell Smart
phone phone leadership by forging various communities
where there is the emphasis on individuals'
qualification differences rather than
90% 95% 95% 37% differences between the sexes.” – Japan
“There will be an increase in the number of
women in higher political office thereby
46% 98% 89% 18%
being able to affect real change in society in
areas where it is needed (e.g., poverty, health
Source: Nielsen Women of Tomorrow Study 2011. issues, education issues).” – Canada
Be available and “Women's involvement in society is
informed: increasing in all spheres (economic, social,
Offer online 24/7 customer medical, political); they want to take an
support, Twitter accounts and active part in their children's futures.”
manufacturer-sponsored forums. – France
Listen and learn. Go on online
blogs and forums to find out how
women think and engage.
Copyright © 2011 The Nielsen Company.
8

10. Only 10% of women are Technology is making her life better, especially in emerging markets
Makes her life better overall
highly influenced by web Developed Emerging
ads with social context.
Social networking has the power to Computer Cell Smart Standard Radio Video
connect women across the globe, and as phone phone TV games
it does, their communities and circles of
influence become that much larger. Today,
Nielsen reports that social media usage has
58% 54% 52% 25% 31% 29%
reached high penetration rates in countries
such as the United States (73%), Italy
(71%), South Korea (71%), Australia (69%),
France (64%), Brazil (63%) and Germany
(50%).
73% 71% 68% 62% 51% 24%
And as the adoption rates of media
technology continue to rise in emerging
countries, these tools are making an
important impact on women’s lives. Three- Source: Nielsen Women of Tomorrow Study 2011.
quarters of women in emerging countries
say the computer and the cell phone make Even with increasing relevancy, influencing her is a challenge
their life better overall, compared to just
Emerging Countries Standard web ad
over half of women in developed countries.
Russia 3 9 7 Standard web ad with social
While technologies that appeal to women’s South Africa 3 10 10
context—shows which of your
innate nature to engage, connect and friends liked or followed the
multi-task are life-changers, advertising on
Turkey 7 14 15 advertised brand
social media sites is just in the early stages Brazil 10 13 13 Web ad that appears as a
of making an impact to influence decisions, Malaysia 12 15
14 14 newsfeed update shows
which of your friends engaged
with significant room to grow. Only six Mexico 12 19 18 with (clicked on) advertising
percent of women in developed countries Thailand for a brand
18 17 19
and 16 percent of women in emerging
countries say they are highly influenced China 22 18 17
by web ads with social context shown on India 33 20 27
social media sites. Developed Countries
Women in emerging countries are more Australia 1,2,2
highly influenced than women in developed
Sweden 1,4,2
countries. There is a fairly even distribution
among the type of web ads that are most Canada 3 8 3
persuasive. Standard web ads that have a France 3 3 3
social context showing which friends liked Germany 3 5 3
or followed an advertised brand has the
slight edge over web ads that appear as a
UK 4 4 4 Make it social and
Spain 5 5 5
newsfeed update or standard web ads. relevant:
USA 5 5 8
In emerging countries, women in India are Italy 8 7 6 Integrate digital platforms into
most highly influenced by all three types
of web ads and women in South Africa and
South Korea 14 12 9 your media mix that connect with
Russia are least persuaded. In developed Source: Nielsen Q1 Global Online Survey. women’s innate nature to engage
countries, South Korean women are most Note: Japan and Nigeria are not included and multi-task. Create messaging
influenced by social media advertising and
women in Australia and Sweden are most that focuses on the issues that are
impartial. important in her life.
Copyright © 2011 The Nielsen Company.
9

11. She trusts those she Women trust recommendations from people she knows, but when it comes
to advertising, opinions vary widely
knows. Percent of women that say they “trust somewhat” and “trust completely”
As media channels continue to fragment, Developed Emerging
gaining share of space, mind and trust
will be an on-going challenge. Advertising Recommendations from people I know 73
82
via online media outlets needs to be
considered a place where earning a Brand(ed) websites 32
60
woman’s trust is the intention and not Editorial content such as newspaper articles 35
simply just another reach mechanism. 56
By paying attention to how female Consumer opinions posted online 49
54
consumers respond to advertising via 26
Ads on TV 49
various media outlets, more precise —and
successful —campaigns will follow. Ads in magazines 24
47
Across 22 forms of advertising measured, Ads in newspapers 25
46
“recommendations from people you
Products shown embedded in TV programming 21
know” is by far the most trustworthy 46
advertising source for women surveyed Emails I signed up for 29
45
in both developed (73%) and emerging
countries (82%), but when it comes to Branded sponsorships 21
45
paid advertising, opinions vary widely. 21
Billboards and other outdoor advertising 44
After recommendations and opinions
posted online (49% developed/54% Ads in radio 22
43
emerging), women in developed countries 22
put the most confidence in editorial Ads before movies 40
content in newspapers (35%), branded Ads served in search engine results 19
40
websites (32%) and emails she signed up
Ads in free magazines 19
for (29%). In emerging countries, branded 40
websites (60%) are the most trusted Ads in free magazines 21
38
advertiser-produced medium, followed by
newspaper editorials (56%), and ads on Ads in free newspapers 22
37
TV (49%). 14
Ads on social networks 35
Online video ads 15
33
Online banner ads 14
31
Ads on mobile devices 14
30
Text ads on mobile phone 10
27
Source: Nielsen Q1 Global Online Survey.
Copyright © 2011 The Nielsen Company.
10

12. Across the countries included in the study, Women are more reticent to trust ads on mobile phones, social networks and smartphones
the majority of women say they are Percent of women that say they “don’t trust much” and “don’t trust at all”
most reticent to trust text ads on mobile
Developed Emerging
phones (44% in developed countries say
they do not trust vs. 30% in emerging), 44
Text ads on mobile phones 30
ads on social networks (38% developed
vs. 23% emerging), and ads on mobile Ads on social networks 38
23
devices such as smartphones and tablet
Ads on mobile devices 37
computers (37% developed vs. 22% 22
emerging). Online banner ads have Online banner ads 36
22
ample upside when it comes to gaining
Online video ads 34
women’s trust. 20
Marketers need to think about how they Ads in website search results 32
18
can create opportunities that will get 31
Ads served in search engine results 18
women more intimately engaged with
their brands, products and solutions using Products shown embedded in TV programming 29
14
online platforms. Digital ads must be 28
designed for an online audience; simply Ads in free magazines 22
posting print ads online is not sufficient. Brand sponsorships 28
14
Ads in free newspapers 27
23
Ads on TV 27
15
Billboards and other outdoor advertising 26
13
Ads before movies 26
16
Ads in magazines 26
15
Ads in radio 26
16
Ads in newspapers 25
15
Emails I signed up for 22
17
Brand(ed) websites 18
10
Editorial content such newspaper articles 16
12
Consumer opinion posted online 14
14
Recommendations from people I know 5
4
Source: Nielsen Q1 Global Online Survey.
Earn her trust:
Create cross-platform campaigns
that are customized for the
medium, but stay consistent
with the message. Be authentic
and deliver the relevancy she
demands.
Copyright © 2011 The Nielsen Company.
11

13. TV is the preferred source Top three sources for information about new products and new stores
to get information about EMERGING COUNTRIES
Brazil 1. TELEVISION
New Products
2. Internet 3. Word of mouth 1. TELEVISION
New Stores
2. Word of mouth 3. E-mail
new products and services. China 1. TELEVISION 2. Word of Mouth 3. Salesperson 1. WORD OF
MOUTH
2. Television 3. Newspaper
When it comes to getting information India 1. TELEVISION 2. Magazines 3. Newpaper / 1. TELEVISION 2. Word of mouth 3. Newpaper
Word of mouth
about new products, television continues
Malaysia 1. TELEVISION 2. Newspaper 3. Word of mouth 1. TELEVISION 2. Word of mouth 3. Newspaper
to be the most pervasive form of media and
Mexico 1. TELEVISION 2. Word of mouth 3. Magazines 1. TELEVISION 2. Word of mouth 3. Newspaper/
is the number one source that women rely Magazines
on across continents. In 10 of 10 emerging Nigeria 1. TELEVISION 2. Radio 3. Word of mouth 1. TELEVISION 2. Word of mouth 3. Radio
markets and in seven of 11 developed Russia 1. TELEVISION 2. Word of mouth 3. Internet/ 1. WORD OF 2. Television 3. Billboards
Salesperson MOUTH
markets analyzed, television outranked 14
South Africa 1. TELEVISION 2. Newspaper 3. Magazines 1. TELEVISION 2. Word of mouth 3. Radio
other sources of information. Word-of-
Thailand 1. TELEVISION 2. Newspaper 3. Word of Mouth/ 1. TELEVISION 2. Word of mouth 3. Billboards
mouth was listed as either the second or Salesperson
third choice in nine of 10 emerging markets Turkey 1. TELEVISION 2. Word of mouth 3. Magazines 1. TELEVISION 2. Word of mouth 3. Magazines
and in eight of 11 developed markets. DEVELOPED COUNTRIES New Products New Stores
Printed newspapers and magazines was Australia 1. TELEVISION 2. Internet 3. Word of mouth 1. TELEVISION 2. Newspaper 3. Word of mouth
searches
another popular source of information for
Canada 1. TELEVISION 2. Direct Mail 3. Word of mouth 1. WORD OF 2. Television 3. Newspaper
women in emerging markets, while the MOUTH
use of the Internet was more pervasive in France 1. TELEVISION 2. Internet 3. Word of mouth 1. WORD OF 2. Billboards 3. Internet
developed markets. searches MOUTH searches
Germany 1. WORD OF 2. Television 3. Internet 1. WORD OF 2.Direct mail 3. Newspaper
When it comes to getting information MOUTH searches MOUTH
about new stores, television is still the top Italy 1. TELEVISION 2. Internet 3. Direct mail 1. WORD OF 2. Internet 3. Direct mail
searches MOUTH searches
choice for women in emerging markets,
but word-of-mouth is the most popular Japan 1. TELEVISION 2. Internet
searches
3. Word of Mouth 1. WORD OF
MOUTH
2. Internet
searches
3. Television
source for women in eight of 11 developed South Korea 1. INTERNET 2. Television 3. Web 1. INTERNET 2. Word of 3. Television
markets. Word-of-mouth ranked second SEARCHES Communities SEARCHES mouth
with women in nine of 10 emerging Spain 1. WORD OF 2. Television 3. Internet 1. WORD OF 2. Television 3. Internet
MOUTH searches MOUTH searches
markets. Information sources placing
Sweden 1. DIRECT MAIL 2. Newspaper 3. Television 1. DIRECT MAIL 2. Newspaper 3. Word of mouth
second or third for women in developed
United Kingdom 1. TELEVISION 2. Word of 3. Internet 1. WORD OF 2. Television 3. Internet
markets varied between television, mouth searches MOUTH searches
Internet, newspapers and direct mail. United States 1. TELEVISION 2. Word of 3. Internet searches 1. WORD OF 2. Direct mail 3. Television
mouth / direct mail MOUTH
Worthy of note is the disparity between Source: Nielsen Women of Tomorrow Study 2011.
emerging and developed countries when
influential information sources: marketing plan. Careful consideration into
it comes to TV and all other information-
creating opportunities for how women can
seeking choices for both new products and • New products: 24 percent prefer TV,
better engage with their brands, products
new stores. This is an important marketing versus 15 percent Internet searches and
and solutions will earn their trust and
consideration—especially in developed 14 percent word-of-mouth.
their dollars.
markets—when balancing the marketing
• New stores: 23 percent prefer word-
weight to put into various media vehicles.
of-mouth, versus 14 percent TV and 13 Combine the old with
In emerging countries, the gap between percent Internet searches
TV and all other information choices is the new:
Despite today’s dizzying array of media
significant:
options, old-fashioned dependence on Don’t underestimate the power
• New products: 54 percent prefer TV, friends and family still holds sway as one
of word-of-mouth advertising
versus 11 percent word-of-mouth and 7 of the best and most reliable sources
percent magazines for information. Combining the old with and leverage digital platforms
the new, savvy marketers should look to combined with traditional high
• New stores: 42 percent prefer TV, versus
digital media options and applications
18 percent word-of-mouth and 10 reach and frequency vehicles to
to engage female consumers to earn
percent newspapers spread positive awareness of your
their loyalty. But caution is necessary.
But in developed countries, other media Digital and mobile strategies can’t be brands and products.
vehicles are closing the gap on TV as simply haphazardly added to the end of a
Copyright © 2011 The Nielsen Company.
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14. Across 95% of countries, Top three attributes that make you loyal to a particular brand
quality is the #1 driver of EMERGING COUNTRIES
brand loyalty. Brazil 1. QUALITy 2. Brand Trust 3. Price
China 1. QUALITy 2. Efficacy 3. Familiarity
While price is an important influencer
for purchasing decisions across most India 1. QUALITy 2. Price 3. Innovation
categories, it does not even make the Malaysia 1. QUALITy 2. Price 3. Brand Trust
top three criteria in most countries when Mexico 1. QUALITy 2. Price 3. Efficacy
it comes to faithfulness to a brand. The
number one driver of brand loyalty across Nigeria 1. QUALITy 2. Familiarity 3. Efficacy
12 factors in 20 of 21 countries is quality Russia 1. QUALITy 2. Brand Trust 3. Efficacy
(women in the United Kingdom placed South Africa 1. QUALITy 2. Price 3. Familiarity
trust ahead of quality).
Thailand 1. QUALITy 2. Familiarity 3. Brand Trust
Across industry sectors: food, beverages,
Turkey 1. QUALITy 2. Brand Trust 3. Innocation
health and beauty, apparel, personal and
home electronics, pharmaceuticals and DEVELOPED COUNTRIES
automotive, women in the study provided Australia 1. QUALITy 2. Brand Trust 3. Efficacy
insights to help answer three critical Canada 1. QUALITy 2. Brand Trust 3. Familiarity
questions:
France 1. QUALITy 2. Efficacy 3. Brand Trust
• What factors determine the store you
Germany 1. QUALITy 2. Efficacy 3. Familiarity
shop in?
Italy 1. QUALITy 2. Efficacy 3. Brand Trust
• What influences you to make a
Japan 1. QUALITy 2. Brand Trust 3. Efficacy
purchase?
South Korea 1. QUALITy 2. Brand Trust 3. Efficacy
• What makes you loyal to a particular
brand? Spain 1. QUALITy 2. Efficacy 3. Familiarity
Sweden 1. QUALITy 2. Brand Trust 3. Efficacy
When choosing which stores to shop in
or what brands to purchase, price, good United Kingdom 1. BRAND TRUST 2. Quality 3. Efficacy
value, quality products and convenience United States 1. QUALITy 2. Brand Trust 3. Familiarity
are the most influential drivers for
Source: Nielsen Women of Tomorrow Study 2011.
women. But, when it comes to winning
their loyalty, it is quality —not price —that
keeps them coming back for more. Price
and value can’t be ignored as features
that attract an initial purchase decision,
but the long-term play has to be about
quality.
Earn women’s trust early in her role as
household purchaser, and she will be
more likely to try new products in the mix.
By balancing short-term strategies like
price with longer-term quality and value
objectives, both return-on-investment
and customer retention strategies will be Deliver quality:
achieved.
Use promotion and discount
tactics thoughtfully. She is willing
to pay more for new products that
deliver quality and earn her trust.
Copyright © 2011 The Nielsen Company.
13

15. About the Women of Tomorrow Countries in the Study
Survey
The Nielsen Women of Tomorrow Survey DEVELOPED MARKETS
was conducted between February and
April 2011 and polled nearly 6,500 COUNTRY APPROACH SAMPLE
women in 21 countries throughout Asia Australia Online 301
Pacific, Europe, Latin America, Africa and
North America. The sample was fielded Canada Online 312
in developed countries using an online France Online 313
methodology. In emerging countries a
mixed field methodology (MFM) approach Germany Online 308
of online, central location and/or door-to- Italy Online 307
door interviewing was used. The margin
of error is +/- two points. The countries in Japan Online 299
the study represent 60% of the world’s South Korea Online 315
population and 78 percent of GDP.
Spain Online 341
Additionally, results from the Nielsen
Q1 2011 Global Online Survey were Sweden Online 312
referenced and they are noted in the United Kingdom Online 306
respective charts. The Q1 Global Online
Survey was fielded March 23 —April 12, United States Online 307
2011. Total Developed 3421
About Nielsen
EMERGING MARKETS
Nielsen Holdings N.V. (NySE: NLSN) is
a global information and measurement COUNTRY APPROACH SAMPLE
company with leading market positions
in marketing and consumer information, Brazil MFM 318
television and other media measurement, China Door-to-Door 317
online intelligence, mobile measurement,
trade shows and related properties. India Door-to-Door 312
Nielsen has a presence in approximately Malaysia Door-to-Door 300
100 countries, with headquarters in New
york, USA and Diemen, the Netherlands. Mexico MFM 308
For more information, please visit www. Nigeria Door-to-Door 300
nielsen.com. Russia MFM 300
South Africa Door-to-Door 300
Thailand Door-to-Door 298
Turkey Door-to-Door 300
Total Emerging 3053
MFM = Mixed Field Methodology
Note: Study was fielded before the 2011 Japan earthquake and tsunami.
Copyright © 2011 The Nielsen Company.
All rights reserved. Printed in the USA. Nielsen and the Nielsen logo are
trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.
Other product and service names are trademarks or registered
trademarks of their respective companies. 11/3424
www.nielsen.com
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