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BizReport : Advertising archives : July 07, 2011

Study: Where to engage overworked, over-stressed women

When it comes to having it all, most global women say they are closer to getting what they want. But having it all comes with more than a great job and family life. According to a new report from Nielsen, women have more opportunities but also have more stress in their lives.

by Kristina Knight

Nielsen.jpgBetter educational options and better job opportunities abound for women today, but along with those opportunities come more stress, according to researchers with Neilsen. Although they are contributing financially to their households, they are still raising kids, making dinner plans and supporting their overworked husbands - all of that is leading to more stress, say researchers.

"Women are increasing their spending power, and with that they gain more control and influence over key household decisions. As a result the women of today and tomorrow are powerful consumers and understanding their habits and attitudes is critically important for marketers and advertisers," said Susan Whiting, vice chair, Nielsen. "Women tell Nielsen they feel empowered to reach their goals and get what they want, but at the same time, this level of empowerment results in added stress. Companies marketing to women should consider highlighting ways their products can ease stress and provide convenience."

The report shows:

  • 80% of respondents believe the female role will change in the future

  • 90% say they are 'pressured for time', stressed and overworked

  • Women in emerging markets feel even more stress than those in developed countries

  • 63% of women in emerging markets want to save for their children's educations

  • 56% of women in developed countries want to save for their children's educations

  • 58% of women in developed countries spend extra cash on vacations
  • How to engage these women? Online is becoming the number one place to find and engage women, according to the report. While most say they learn more about new products through television, but recommendations from friends/family are also quite important to females along with branded websties (60% access the web). More importantly, social media is a great place to find and engage women. Respondents in emerging markets reported they are 'highly influenced' by ads on social media websites.

    Tags: ad targeting, ad trends, advertising, female demographics, Nielsen, women

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