Nielsen released findings today from a study that identified spending and media habits of women across continents. The study shows that women across the globe are stressed, yet women in emerging markets are more stressed than those in developed countries. And, while women across countries surveyed believe they have greater opportunities than their mothers, women in developed markets believe their daughters have the same level of opportunity. There is a lot to this survey, I’ve only pulled out a small part of it. Click here for the full press release on the Nielsen Women of Tomorrow Study. Here are a few points that I found very applicable and wanted to share:
Quality Drives Loyalty
The most important driver of brand loyalty in 20 of the 21 countries examined, across 12 factors and across generations, is quality. (Women in the United Kingdom cited trust ahead of quality.) Additionally, Nielsen found that the most important drivers to bring women into the store (for products such as food, beverages, health and beauty products, pharmaceuticals and electronics) was good value and quality products.
“Women tell Nielsen that quality, not price, drives long-term brand loyalty,” said Whiting. “Though price and value are important, particularly to attract an initial purchase decision, marketers need to take note that long-term positioning must emphasize quality to earn her trust.”
Make it Social – - and Relevant
Nielsen reports that women talk 28 percent more and text 14 percent more than men every month; they are also heavier users of social features of phones and visit more Internet community sites than men. And, more than half of women in both developed (average 56%) and emerging (average 71%) countries say the computer, mobile phones and smart phones have changed their lives for the better.
Social networking is a fundamental part of a woman’s day-to-day digital life, with 65 – 70 percent of active, online female users age 18 plus in developed markets such as Australia, France, Italy, South Korea and Brazil visiting the leading social networking site in their market. In the U.S., 73 percent of online women visit the leading social networks while in Germany, 50 percent visit.
“To connect with women, strategies should be social and relevant,” said Whiting. “With social networking, women typically follow brands more so than men, making the social networking tool relevant for discounts, deals and coupons. Women are much more likely to engage with media that seamlessly integrates into and improves their day-to-day lives.”
