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The Nielsen Women of Tomorrow Study, one of the most comprehensive examinations into what women watch and buy, finds that women’s control over spending decisions coupled with their gains across the working world and politics, point to women of tomorrow being in a position to exert more influence than in the past. According to the study, which spanned 21 developed(1) and emerging(2) countries, while women across the globe are stressed, 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.
From the press release:
Women’s control over spending decisions coupled with their gains across the working world and politics, point to women of tomorrow being in a position to exert more influence than ever. Nielsen, a leading provider of insights into what consumers watch and buy, today released findings from a study that identified spending and media habits of women across continents. According to the study, which spanned 21 developed(1) and emerging(2) countries, while women across the globe are stressed, 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. The Nielsen Women of Tomorrow Study is one of the most comprehensive examinations into what women watch and buy. The survey was fielded using an online methodology in developed countries and a mixed field approach of online, central location and door-to-door interviewing in emerging countries, February - April 2011.
Empowered yet Stressed
Nearly 80 percent of women in developed economies indicated they believe the role of women will change and of those, 90 percent believe it will change for the better. While female respondents say they are pressured for time and feel stressed and overworked, women in emerging countries indicated they feel the pressure even more so than women in developed countries. Women across the world are managing multiple roles, but a contributing factor in the higher stress levels reported by women in emerging markets is that there is little spare cash remaining after the basic essentials to spend on themselves or take vacations. Among female respondents in emerging markets, women in India (87%), Mexico (74%) and Russia (69%) said they were most stressed/pressured for time; while among developed countries, women expressed feeling this pressure most in Spain (66%), France (65%) and Italy (64%).
Extra Funds, Different Allocations
When asked how women expect to allocate additional money they earn or expect to earn over the next five years, differences emerge. More than half (56%) of women in emerging countries said they plan to allocate funds for their children’s education, contrasted to 16 percent of women in developed countries. Women in Nigeria (85%), India (76%) and Malaysia (63%) gave the most importance to saving for their children’s education.
Overall, developed market women said they plan to spend their extra money on vacations (58%), groceries (57%) and savings or paying off credit cards/debts (55% each) while emerging market women said they were looking to spend extra money on everyday essentials such as clothing (70%), groceries (68%) and health and beauty items (53%). In emerging markets, vacation ranked seventh among women, with 40 percent indicating they would spend extra money on it.
Across countries surveyed, women believe they have more opportunities than their mothers. Women in emerging markets believe their daughters will have even more opportunities then they did relative to their mothers. However, in developed countries, women surveyed believe their daughters will have the same opportunities, not more. Less than half (40%) of women in developed countries surveyed believe their daughters will have greater financial stability while 54 percent believe their daughters will have a better education. And 34 percent believe their daughters will be less likely to retire when they choose to compared to today’s standards. Nearly three-quarters (74%) of female respondents in developed countries, however, believe their daughters will have better access to technology. In emerging markets, 80 percent of women surveyed believe their daughters will have greater financial stability, 83 percent believe their daughters will have a better education and 84 percent believe their daughters will have better access to technology.
In the Know Nielsen found that the number one place women across continents prefer to get information about new products is television. In 10 of 10 emerging markets and in seven of 11 developed countries analyzed, television outranked 14 other sources of information. (In Germany and Spain word-of-mouth placed higher than television; in South Korea, Internet searches ranked highest; in Sweden, direct mail.) After television? Word-of-mouth was listed as either the second or third choice in nine of 10 emerging markets and in eight of 11 developed markets. When it comes to getting information about stores, however, women surveyed in developed countries prefer word-of-mouth while women in emerging countries indicated they rely on TV.
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.
Other Key Findings
When Nielsen compared results of the Nielsen Women of Tomorrow Study to its Q1 Global Online Survey it also found:
When it comes to life decisions, women respondents in developed markets want shared responsibilities on all matters from child care to major purchases. In emerging markets, some traditional roles continue, yet there is a desire for shared responsibility. Men in emerging countries are still viewed as the primary decision-making stakeholders when it comes to purchasing home electronics or cars, while women rule in the health and beauty department and all child care matters.
Across countries surveyed, some traditional sentiments remain: 31 percent of both men and women believe that men are the best fit to hold political office, maintain workplace positions of authority (29%) and make major purchases (22%).
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