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Nielsen, a global information and measurement company with leading market positions in marketing and consumer information, has published the study “Women of Tomorrow” where has polled nearly 6,500 women in 21 countries throughout Asia Pacific, Europe, Latin America, Africa and North America.
Nielsen has surveyed women from all corners of both developed and emerging economies. Reaching out to 21 countries representing 60 percent of the world’s population. This study shows important findings related to how female consumers buy and use media.
One of the main conclusions is that 90% of women believe their role is changing for the better. Women around the world think education is the way so as to get a better life. In fact, for 56% of women in emerging countries the education of their children is a top priority.
Most of women today accurately believe that have more opportunities than their mothers, especially in technology, financial stability, health and careers. Futhermore, women claim they’d like to share life’s decision and responsabilities with their partners, from taking care of the children to purchasing a car.
Women around the world have attitudes, shopping habits and media preferences very similar but there are generational differences. We can see these differences if we compare generations, from daughters to mothers to grandmothers.
It can say women of tomorrow are connected, they visit social and community sites. Women use social media as tool for solving problems, asking questions, creating a “circle of influence” and building a community.
Another important finding is that women trust recommendations from people she knows. Concerning source to get information, TV continues to be the most persuasive form of media. However, women also trust internet, newspaper and direct mail.
Finally, this survey shows for women of emerging and developed countries the driver of a brand loyalty is the quality.