Copyright © 2011 The Nielsen Company
Optimism reigns among America’smulticultural women
Women are the world’s most powerul single demographic.They control the majority o household spending decisions,their inuence is growing and they are increasingly exercisingthis new-ound power in a variety o ways. It is only natural thatmarketers around the globe would take notice and seek ways tobetter reach women in terms o the media they watch and theproducts they buy.Nielsen surveyed women across generations and rom all cornerso both developed and emerging economies. Reaching out to 21countries representing 60 percent o the world’s population and78 percent o GDP, this study provides insight into how currentand uture generations o emale consumers shop and use media.While there are some surprising dierences – especially betweenwomen rom developed countries and those rom emergingcountries – there is one very positive commonality: womenbelieve their roles are changing or the better.With the ace o the United States changing, the attitudes andbehaviors o women across ethnicities is particularly important.Hispanics are now the astest growing ethnic group, a trend thathas tremendous ramifcations on media, retail and manuacturersnow and in the years ahead. As overall consumer demandshrinks and companies look or new segments o growth, themulticultural consumer represents a signifcant opportunity nowand in the long term. This report highlights the dierences andsimilarities o American women across the our primary ethnicgroups: Hispanic/Latino, Arican American, Asian American andCaucasian/White.
Our roles are changing for the better:
94% o Hispanic women90% o Arican American women90% o Caucasian women86% o Asian American women
Countries Represented in the Full Global Study
Brazil, China, India, Malaysia, Mexico, Nigeria, Russia, SouthArica, Thailand, Turkey
Australia, Canada, France, Germany, Italy, Japan, South Korea,Spain, Sweden, United States
Roles are changing for the better
In developed countries, 80 percent o women surveyed said thatthe role o women is changing, with 90 percent o those sayingit is changing or the better. In emerging countries, women areeven more optimistic about the uture. Women in the U.S. are nodierent, with vast majorities across ethnicities believing theirroles are changing and improving.