Roper Reports Women Influentials

Women Influentials A Roper Reports Analysis prepared for Barkley Evergreen and Partners February 15, 2005

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The World Has Changed in A Lot of Ways Since 1970

Techniques

Crises

Tools (& toys)

Breakthroughs Heroes

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Marketing Has Changed, Too

The Rise of Word-of-Mouth Decisions are conversations today 1977: Best sources of ideas, information Word-of-mouth Advertising Editorial

67 53 47

2003: What’s changed? W.O.M. Word-of-mouth Advertising Editorial

92 50 40

Aggregate percentage of total public saying source is among best for ideas or information, averaged for eight consumer decisions (places to visit, merits of new cars, ways to save/invest, restaurants to try, movies to see, ways to improve home appearance, clothes to own/buy, new meals/dishes to try) Roper Reports 2003-3

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A Force Almost Everywhere Friends, family, and other people are the leading source of ideas or information on... Restaurants to try Ways to save & invest Retirement planning The merits of different new cars Places to visit Hotels Prescription drugs to try Improving the appearance of your home Improving your health New meals, dishes to try Computer equipment to buy The business challenge: Web sites Getting into the conversation Videos Which brands are best Where to find the best buys Roper Reports 2003-3

Certain People Are at the Center Sophie Glovier: When she gets interested, her friends do, too Larry Lee: State Farm agent, “the mayor” (and cell phone owner since 1989)

Tim Draper: venture capitalist, always looking for next idea

Leonard Pitt: performer, activist (and re-definer of aging)

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At Center of Conversation

The Influential Americans

®

• 21 million Americans ♦ ♦ ♦

The most active 10% of the public Someone you know and rely on Well-connected, well-informed, trusted

• A long history with Roper ♦ ♦

First identified in 1940s Included in Roper Reports surveys since 1973 —12

RR surveys per year, online boards, MRI (new)

• Word-of-mouth leaders ♦ ♦ ♦

“A thought leader, bellwether, trendsetter group” Leading indicator for mainstream (2-5 years ahead) 2x as likely as avg. to generate word-of-mouth

The Influential Americans

®

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Active in their community By definition: those who have done 3+ of 11 activities associated with leadership in community (e.g. serving on committees, leading club or organization, voicing opinions in public settings)

nd in the broader society and marketpla Long track record as leading indicator for mainstream – personal computers, cell phones, digital cameras, DVDs, IRAs, 401k’s, debit cards, bottled water; current interests include

Why the Influentials Matter SM

1 Influentials are leading indicators of consumer trends 2 They are consumer advocates 3 They are “market multipliers”

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Of Growing Interest to Marketers Ford is hoping the “Influentials” it reaches for its new hybrid Escape SUV will become “ambassadors for the brand.” The Detroit News, May 18, 2004

“[President Bush’s campaign manager] Ken Mehlman believes Influentials will be indispensable filters and promoters of the attitudes and arguments that will frame the choices voters make this fall.”

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Many of these people at the center are women

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50% of Influentials in the U.S. are women Who are they?

Women Are Playing Key Role In the Word-of-Mouth Revolution …in the importance they place on WOM Women account for slightly more of gain than men (+27 points since 1977 versus +23 points for men)

…and not just in“women’s” categories

Women are more likely than men to value WOM for prescription drugs to try (75% net, +8 points) Women are more likely than men to value WOM for Web sites to visit (43% net, +6 points) Roper Reports 2003-3

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Where Women Most Value WOM Leading categories in which women cite friends, family or other people among best sources of ideas or information (net %) 75

71

67

65

63

63

61

60

58

58

55

53

53

R

es ta ur an ts R x dr Pl ug ac es s to M vi ea R si et ls t ire ,d m is en he W ay tp s s l a to nn sa in g v Im e, pr in ve ov st in g he al th M M ov er ie its s of ca rs H ot el s Vi de B os es tb Id ra ea nd s s fo rh om B e es tb uy s

82

Top 11 of 18 categories

Roper Reports 2003-3

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The Influential Segment

Actively Engaged in Creating Change % of Influential Women who have done in past year (Influentials = 3 or in past year)

Pt. Diff. From All Women

74 +59

Attended public meeting

60

Written/called politician

57

Served on committee

47

Served as officer for a club/org.

+48 +49 +41

Attended speech/rally

44

+38

Written letter to editor

43

+37

40

Active in reform group

27

Made a speech Worked for a political party Written article for a newspaper

23 19 Roper Reports 2003-3 through 2004-2

+35 +24 +20 +17

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Influential Women

Demographics: Like Many Americans Age:

46.2 median

College:

82% have attended (+31 from all women) 43% are college graduates (+21)

HH income: $60,900 median 32% $75,000+ Household: 84% homeowners 70% married 45% with children at home 43% in dual-income hh Work:

66% in workforce 35% executive or professional Roper Reports 2003-3 through 2004-2

Biggest differen ce: Educati on

Influence Is More Than Demographics Influentials stand out more for their… Active approach to life—passionate people Enthusiasm for learning—they keep up Connections to many people and groups Clear set of priorities—“this matters” Strong belief in growth and change Impact—ability to create change

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Influential Women are at center of conversation

Influence Often ‘Natural, Serendipitous’ “I make a lot of recommendations.” “It’s a natural, serendipitous process.” “Mostly it’s in the chit-chat before meetings, at the kids’ school, or working on something. “Most ideas come out of conversations, with people building on what’s just been said.” “Someone will say they need a window washer. I say I’ve got a great window washer. Someone overhears the conversation, then I’m giving three people the window washer’s name.” - Sophie Glovier, Princeton, NJ

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They Generate Buzz % of Influential Women who have recommended product in past year Point Difference all 78 from +28 women

Restaurant Movie

69

+24

Vacation

56

+35

Books

56

+31

Cooking/recipes

52

TV show

48

Store

+25 +12

39

+20

Music

35

+14

Web site

34

+24

Hotels Magazine

31

+18

27 Top 11 of 24 items

+17 Roper Reports 2004-2

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Go-To People for Friends, Family % of Influential Women who are asked advice, opinion on subject Cooking/recipes

Point Diff. All Women 67 +4

Health problems

66

Restaurants to try

64

+21 +23

Handling small children

61

+22

Ideas for the home

60

+25

Vacation ideas

53

Handling teenagers

50

Music

45

Gov't/politics Web sites Clothing styles

38 36 33

Also: computers (31%, +19), career Top 11 of 20 items choices (32%, +16)Roper Reports 2003-3

+26 +24 +19 +25 +23 +5

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Understanding Influential Women

Influential Women’s Behaviors Have Strong Link to Their Values Influential women put a higher priority on…

Relationships (77% say “stable personal relationships” are extremely important to them, + 20 points from all women)

Family (71% say “protecting the family” is extremely important to them, +9 points from all women)

Roper Reports 2004-2

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Exploration Is Engrained in Influential Women’s Values They put a higher priority on…

Freedom (67% say “freedom” is extremely important to them, +12 points from all women)

Curiosity (46% say “curiosity” is extremely important to them, +20 points from all women)

Creativity (32% say “creativity” is extremely important to them, +9 points from all women) Roper Reports 2004-2

A Mantra for Influential Women – And for Businesses Marketing to Them You have to be true to yourself! Influential women put a high priority on…

Honesty (81% say “honesty” is extremely important to them, +17 points from all women…and higher than Influential men as well by 21 points) Roper Reports 2004-2

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The Influential Perspective

• I’m interested in the future & what it will bring • I care passionately about the people I am close to my family, my friends - and my community

• Life is about exploring - new ideas, new ways of thinking about & solving problems

• Integrity is important to me - being the person that I want to be

• I think more about these things - and act on them than most people

Messages: a product for your future; for your family’s needs; that is interesting, different, and fun; and is “right thing to do”

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Intangibles – Health, Relationships, Home, Engagement – Are Key to Good Life % of Influential Women saying part of their vision of “Good Life”

1) Good health (92%) 2) Happy marriage (83%) 3) Home you own (82%) 4) Children (79%) 5) Spiritual enrichment (78%) 6) A job that is interesting (77%) 7) Car (73%) 8) Free time (72%) 9) Yard/lawn (63%) Top 10 of 23 items 10) College education for children (63%) Roper Reports 2003-1

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Relationships Top Priority For Leisure Activities % saying item is “very important” in leisure activities Influenti Total al Women Women*

Helping other people

76

85

Spending time with family 90

83

Relaxation

78

69

The chance to learn new things

63

Being outdoors

59

52

71

Participating in athletic activities

28

38

Amusement and entertainment

29

35

Technology

33

33 Roper Reports 10-31-03 *based on small sample

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In Food, Too

An Adventurous Approach

% of Influential Women who agree with statement

Point Difference 59from +12All Women

Like to experiment with cooking Often read magazines for new ideas about cooking

52

Always looking for new/unusual flavors

Very interested in foods from other countries Friends often ask for ideas about food/recipes/cooking

34

Friends often ask for ideas about new restaurants to try

34

Like to be among the first to try new foods/beverages Roper Reports 2003-2

42

+12

41

+17

39

Like to be the first to try new restaurants

22

+21

+12 +18 +18 +7

Small-Ticket Purchases, Too: Influential Women See Big Differences There is a great deal of difference between wellknown brands of...

49% Wine (+17 point from Total Women) 41 Chocolate (+13) 38 Beer (+12) 38 Cola-type soft drinks (+14) 37 Household cleaning products (+14) 35 Facial tissue (+11) 32 Tea (+14) 32 Laundry detergent (+6) 30 Liquor (+1) 27 Coffee (--)

Roper Reports 2004-2

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And They See Value in Brands % of Influential Women* who say some brands in category are different, better, and worth paying more for 73

Liquor

66

Wine

64

Mayonnaise

63

Soft drinks

61

Beer

Pt. Diff. From TW

+33 +19 +17 +20 +18

Ice cream

58

+8

Pasta sauce

58

+19

53

Facial tissues Cheese Orange juice

49 48 Roper Reports 2003-3 *based on small sample

+22 +9 +15

Personal Care Products No Exception % of Influential Women who say brands of health and beauty aids are different, better, and worth paying more for

57% Foundation/cover-up (+8 points from all women) 56

Fragrances (+7)

52

Hair coloring (+8)

48

Shampoo/conditioner (+5)

45

Sun screen/suntan lotion (+13)

44

Facial moisturizer (-2)

44

Lipstick/gloss/liner (+2)

43

Toothpaste (+6)

40

Mascara (+2) Roper Reports 2003-2

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Quality and Recommendation Key % of Influential Women who say they following are reasons for choosing a brand of HBA product

Pt Diff from All Women

61 +6

High quality brand

56

Recommended by others

52

Mild to skin/hair

46

Low priced compared to others

43

Contains sunscreen

40

Made from all natural ingredients

34

Fragrance free

30

Free from all animal testing

22

Well-known/ well-advertised Package is recyclable

18 Roper Reports 2004-2

+26 +18 +1 +24 +19 +17 +14 -1 +11

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Not Just About Productivity!

Consumer Therapy Is a Favorite Self-Indulgence…In Many Forms WAYS OF INDULGING SELF Buy clothing Buy book/magazine Go to movie Go to expensive restaurant Take long bath Eat special dessert Buy record/tape/CD Have a party/celebration with friends Make long distance phone call to friend Go to concert/show

Roper Reports 2004-2

Total Women

Influential Women

47 26 33 23 41 25 21 21 30 16

61 54 50 48 41 38 38 37 32 31

Women Influentials A Roper Reports Analysis prepared for Barkley Evergreen and Partners February 15, 2005