PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Modern day women: The powerhouse that invests, engages and influences

Brands and organizations looking to reach these conscious consumers have more options than ever before

14/03/2018
in News
3 min read
Modern day women: The powerhouse that invests, engages and influences 2

Pretty young woman with sketched strong and muscled arms

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Nielsen

What if you could easily reach a dynamic audience that is influential, educated, entrepreneurial and committed to the continued growth of society? Increasingly, that driving force is women, a rumbling economic powerhouse. In the U.S. alone, women make up just over half of the population, and they’re accountable for over $39 trillion dollars. That puts them in charge of 30% of the world’s wealth, and the number is growing.

Nielsen’s research into consumer behavior allows us to connect with women, to hear their voices and learn more about their daily media and purchasing patterns. Understanding their behavior is imperative to publishers and brands who seek to create content and craft messages that tap into women’s power to move markets.

Females of every age and ethnicity bring distinctive values and priorities to the world of consumption. Multicultural women, in particular, are conscious consumers, supporting brands and companies that give back to and do no harm to their environment, community, family, and health. In fact, 58% of African-American women agree that they are willing to pay more for a product that is environmentally safe, and 62% of Hispanic women agree that they buy based on quality, not price. Eighty-six percent of Asian-American women agree that they are always looking for new ways to live a healthier life.

Brands and organizations looking to reach these conscious consumers have more options than ever before. Women are prodigious consumers of video, internet and radio, and they’re increasingly engaged with media and technology. According to Nielsen’s Q2 2017 Total Audience Report, generally, American adults consume almost 76 hours of content per week across all screens and devices. The majority of time is still devoted to traditional live TV, but current trends project consumers are spending more and more time with digital devices, especially women. Radio also has high consumption among women, as they spend almost two hours a day listening. In the second quarter of 2017, women over the age of 18 in the U.S. were spending over 11 hours a day consuming media across devices—from their TV to their smartphone.

Among women over 18, traditional live TV remains the largest component of their media consumption, with an average of 4 hours a day spent watching this medium. From 2015 to present, this demographic has consistently spent an average of around 30-plus minutes per day with time-shifted TV.

Local news is key to reach mothers

The drivers behind how women invest in their time and attention have more to do with their life stage and experience. The best example is mothers in the U.S. and their news consumption on a daily basis. Marketers have long recognized moms as a powerful segment, and new products and campaigns are constantly being developed with moms in mind.

So, what’s the best time to reach moms via local news?

Well, it all depends on whether they’re working or stay-at-home moms. Since they have different schedules and lifestyles, their local news consumption differs based on where they are during the day.

According to Nielsen’s Local Watch Report, working mothers make up the majority of morning news (58%) and late night news (52%) viewing, as they’re mostly working during the daytime. Meanwhile, stay-at-home moms over index on catching up with the news at midday (61%) and early evening (57%) and spend much less time tuning into local news in the morning. These moms don’t interact with media in the same way, giving marketers and advertisers a great opportunity to reach them within the diversity of their schedules and lifestyles.

Women play an active role within the digital and traditional media space. As the media landscape changes, they’re also adapting to the new media landscape by using new forms of technologies for everyday purchasing. These habits highlight the need for marketers to know how and where to reach them.

 

Tags: NielsenTotal Audience ReportTV advertisingWomen
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