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

Tools
(& toys)
Crises

Breakthroughs
Heroes
 3
Marketing Has Changed, Too
The Rise of Word-of-Mouth

Decisions are conversations today

1977: Best sources of ideas, information
Word-of-mouth 67
Advertising 53
Editorial 47

2003: What’s changed? W.O.M.

Word-of-mouth 92
Advertising 50
Editorial 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
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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
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The Influential Americans ®

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
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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
 11

50% of Influentials
in the U.S. are
women
Who are they?
 12
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 %)

82
75
71
67 65 63 63 61 60 58 58 55 53 53

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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
Pt. Diff. From
(Influentials = 3 or in past year) All Women
Attended public meeting 74 +59

Written/called politician 60 +48

Served on committee 57 +49
Served as officer for a club/org. 47 +41
Attended speech/rally 44 +38
Written letter to editor 43 +37
Active in reform group 40 +35
Made a speech 27 +24
Worked for a political party 23 +20
Written article for a newspaper 19 +17
Roper Reports 2003-3 through
2004-2
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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+ Biggest
Household: 84% homeowners differen
70% married ce:
Educati
45% with children at home on
43% in dual-income hh
Work: 66% in workforce
35% executive or professional
Roper Reports 2003-3
through 2004-2
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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

 17

Influential Women
are at center of
conversation
 18
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
Restaurant 78 from
+28
all
women
Movie 69 +24
Vacation 56 +35
Books 56 +31
Cooking/recipes 52 +25
TV show 48 +12
Store 39 +20
Music 35 +14
Web site 34 +24
Hotels 31 +18
Magazine 27 +17
Top 11 of 24 items
Roper Reports 2004-2
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Go-To People for Friends, Family

% of Influential Women who are asked advice, opinion on subject
Point Diff. All
Cooking/recipes 67 Women
+4
Health problems 66 +21
Restaurants to try 64 +23
Handling small children 61 +22
Ideas for the home 60 +25
Vacation ideas 53 +26
Handling teenagers 50 +24

Music 45 +19

Gov't/politics 38 +25

Web sites 36 +23

Clothing styles 33 +5

Also: computers (31%, +19), career Top 11 of 20 items

choices (32%, +16)Roper Reports 2003-3
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Understanding
Influential Women
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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
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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%)
10) College education for children (63%)
Top 10 of 23 items
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 69 78
The chance to learn new things 63 71
Being outdoors 52 59
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
Like to experiment with cooking 59from
+12All
Women
Often read magazines for new ideas about
cooking
52 +21

Always looking for new/unusual flavors 42 +12

Very interested in foods from other countries 41 +17

Friends often ask for ideas about
food/recipes/cooking
39 +12

Like to be the first to try new restaurants 34

+18
Friends often ask for ideas about new
34
restaurants to try +18
Like to be among the first to try new
foods/beverages
22
+7
Roper Reports 2003-2
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Small-Ticket Purchases, Too:
Influential Women See Big Differences
49% Wine (+17 point from
There is a great deal of Total Women)
difference between well-
41 Chocolate (+13)
known brands of...
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
Pt. Diff. From
TW
Liquor 73 +33

Wine 66 +19

Mayonnaise 64 +17

Soft drinks 63 +20

Beer 61 +18

Ice cream 58 +8

Pasta sauce 58 +19

Facial tissues 53 +22

Cheese 49 +9
Orange juice 48 +15

Roper Reports 2003-3

*based on small sample
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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
High quality brand 61 +6

Recommended by others 56 +26

Mild to skin/hair 52 +18

Low priced compared to others 46 +1

Contains sunscreen 43 +24

Made from all natural ingredients 40 +19

Fragrance free 34 +17

Free from all animal testing 30 +14

Well-known/ well-advertised 22 -1

Package is recyclable 18 +11

Roper Reports 2004-2
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Not Just About Productivity!
Consumer Therapy Is a Favorite
Self-Indulgence…In Many Forms
Total Influential
WAYS OF INDULGING SELF Women Women
Buy clothing 47 61
Buy book/magazine 26 54
Go to movie 33 50
Go to expensive restaurant 23 48
Take long bath 41 41
Eat special dessert 25 38
Buy record/tape/CD 21 38
Have a party/celebration with friends 21 37
Make long distance phone call to friend 30 32
Go to concert/show 16 31

Roper Reports 2004-2

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