EVOLUTION OF FEMALE BC IN LAST 10 YEARS. April 2015

Transcription

1 EVOLUTION OF FEMALE BC IN LAST 10 YEARS April 2015

2 Size of Target group is increasing 2004 Universe W middle income+: 9,967, Universe W middle income+: 11,327, Universe W middle income+: 12,647,000 Source: M Index, Russia 100+ and Havas estimation

3 Now is bigger, in 10 years they will be Age and gender structureof population at the beginning of 2014 Source: Federal State Statistics Service, 2014

4 Finance: situation is improving (2014 vs 2004) Personal income in rub in rub 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Have no financial difficulties Have enough money for everything except of the real estate Have enough money for h/h equipment Enough for food and clothes but not for larger h/h equipment Enough money for food but not for clothes Hardly have money for food Source: Synovate Comcon, 2004, 2014, W 25-45

5 Tendency to workaholism; the majority of TA have a higher education Work 30 hours a week or more Work less than 30 hours a week Don't work Mental work Physical labour 0% 10% 20% 30% 40% 50% 60% 70% Qualified specialist with higher education Employee without higher education Technical and service staff Head of subdivision (shop, department, shift, etc.) Skilled worker, foreman Deputy head, chief specialist Head (Director, President) Auxiliary worker Other Source: Synovate Comcon, 2004, 2014, W BC

6 Significant growth of Tourism. People travel mostly to the seaside resorts Went abroad (for the last 12 months) 14% 15% 12% 11% 11% 10% 10% Resorts 16% 48% 4% 5% 7% 8% Independent trips 3% 25% Excursions, informational trips 23% 41% Source: Synovate Comcon, 2004, 2014, W BC

7 Share of women who drive a car is constantly growing 35% Russia 35% Moscow 30% 1 30% 30% 25% 20% 15% % 25% 20% 15% 1 10% 10% 2 5% 0% 5% 5% 0% 8% 3 Source: Synovate Comcon, , W BC

8 Share of single women has grown; couples prefer commonlaw marriage 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Not married but live together Single Divorced Widowed Duration of living together Less than a year 1-4 years 5-9 years years years More than 20 years Hard to answer Source: Synovate Comcon, 2004, 2014, W BC

9 Share of women with child is increasing Have children 59% 75% Have 1 child till 16 y.o. 46% 41% Have 2 children till 16 y.o. 17% 20% Have children 0-2 y.o. Have children 3-6 y.o. Have children 7-11 y.o. 10% 16% 16% 21% 23% 24% Source: Synovate Comcon, 2004,2014, W BC

10 W leave behind W by number of births Average number of births per 1000 women by age < Source: Federal State Statistics Service, 2004, 2013

11 After Maternity capital birthrate increased Number of children per 1 woman Maternity capital Source: Federal State Statistics Service,

12 Moms ages Age difference between birth Moms became older and gap between children are decreasing Mean age at firt birth Mean age at second birth Difference Maternity capital Source: Human fertility database, ; «Население России 2012» (расчеты Захарова С.В )

13 But less children are expected to born from Total fertility rate Low variant Medium variant High variant Maternity capital Less women were born +25 years Less women will become moms 0.0 Source: Federal State Statistics Service, ; projected data

14 Society tends to equalize women and men in rights Y % 57% Y % 53% Ubnormal Normal Question: Sometimes wife earns more money than her husband. Some people think that it is ubnormal, other that it is quite natural. Which of the statements do you agree? Source: FOM, All ,

15 % of respondents Less borders between pure women and pure men duties Both equally Husband Wife Find it difficult to answer Question: Who should participate in housekeeping? Source: FOM, All 18+,

16 Healthy lifestyle became popular In consumption In attitude People are more looking after their health, nutrition and physical activity In self-estimation

17

18 Self-estimation: people tend to estimate their nutrition as more healthy % I consider my food to be very healthy 61% % % Now I am eating more healthy food than I have in the past H1'2014 Source: Synovate Comcon, RusIndex, 2004 H1 2014

19 Attitude: growing interest in sport, growing sport s accessories 15% 13% 11% 9% I'm going in for sport or doing exercises at least once a week (right axis) 40% 35% 30% 7% 5% 3% 1% Cycling Swimming Running Work out at home 25% 20% 15% -1% % Source: Synovate Comcon, RusIndex,

20 New offers on market: farm products

21 For the most important products characteristic people ready to pay more Полностью натуральный 81% Без ГМО 74% Без искусственных красителей 72% Без искусственных ароматизаторов 71% Обогащен кальцием 65% С низким содержанием соли 47% С низким содержанием сахара/без сахара 49% Без глютена 50% Низкая жирность 50% Из цельного зерна 51% Низкая калорийность 48% С высоким содержанием протеина 41% 94% 92% 88% 86% 85% 84% 83% 82% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: 97% %, meaning it is important 95% %, ready to pay more 95%

22 But 85% of Russian consumers say that natural grocery goods are too expensive* Source:

23 After Embargo: Russian and Belorussian products became more popular 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Country of manufacture of hard and soft cheeses: Embargo-August Russia Belorussia Holland Germany Finland Source: Synovate Comcon, RusIndex, , All 18+ Consumers

24 60% said that Private Label is a good variant for those who need to economize, but not in all categories Categories, where people are ready to pay more cheese milk shampoo tooth paste meat/sea food 41% 39% 37% 36% 36% baby food 27% corn-flakes/dressing chewing gum 6% 5% 0% 10% 20% 30% 40% 50% Source: Nielsen, URL: <

25 Summary Life is getting better incomes are growing, financial situation is improving, in increasing frequency women earn more money than a men Share of single women is increasing Work-life balance is becoming more important than career There are less borders between women and men rights and duties Healthy trend is increasing: People are ready to pay more for nature products, but they are thinking that prices are too high now Embargo from 2014: Consumption of Russian and Belorussian product increased

26 MEDIA CONSUMPTION

27 Min per day Duration of contact with Internet rapidly grows, TV is stable, Press and radio decline h 59m 2h 51m 2h 57m TV Internet h 25 1h 26 1h 7m 1h 38m 1h 14 Radio m 17m 10m 6m Press Source: Synovate Comcon, RusIndex, , W income middle or +

28 Women more trust Internet now, but TV is still the most trustful media Trust media: 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% TV Internet Magazines Newspapers Radio stations Source: Synovate Comcon, RusIndex, , W income middle or +

29 Before Now TV had a central place in a room TV was a reason to argue (what to watch) People paid more attention to TV info Each family member can watch their own favorite things Watching TV in parallel with other activities

30 H1'06 H2'06 H1'07 H2'07 H1'08 H2'08 H1'09 H2'09 H1'10 H2'10 H1'11 H2'11 H1'12 H2'12 H1'13 H2'13 H1'14 H2'14 Number of TV sets in one HH increased 60% 50% 40% Av = 1.6 Av = TV Sets in household 30% 20% 10% 0% Source: TNS Media Research, M'Index Russia, , All 16+

31 TV series became more differentiated by interest (men women) Top TV serials 2004 Top TV serials 2014 Diversant Diversant Chernye koshki Idealny brak SHtrafbat I love you Ladoga Durnaya krov Sarmat Tayny sledstviya - 3 Shaman - 2 Ladoga Moya granitsa Clone Mstitel Ekaterina Ulitsy razbitykh fonarey V Ulitsy razbitykh fonarey IV Getery mayora Sokolova Uyti, chtoby vernutsya Ulitsy razbitykh fonarey IV Moskovskaya saga Mentovskie voyny-6 Liniya Marty Tayny sledstviya - 3 Moya granitsa Mentovskie voyny-7 Ulybka peresmeshnika Zvezdochet Ulitsy razbitykh fonarey V Legavy 2 Sestra moya, Lyubov Antikiller-2 Zemlya lyubvi, zemlya nadezhdy Telokhranitel Dom s liliyami Opera. Khroniki uboynogo otdela SHtrafbat Bratany-4 Chernye koshki Source: TNS Media Research, TV Index, 2004, 2014, Av.TVR, M16+,W 16+

32 The variety of TV channels is growing Num. of channels weekly Reached Cab/SAT TV Penetration Apr Apr 60% 50% 40% 30% 20% 10% 0% 56% 56% 51% 45% 47% 40% Source: TNS TV Index, Russia; Synovate ComCon, RusIndex, All 10+

33 More National channels are available: TOPs lose their share % 8% 9% 29% PERVY KANAL ROSSIYA NTV 32% 20% 13% 14% 22% CTC THT REN-TV Others 5% 13% 9% 12% 10% 4 main channels = 78% 4 main channels = 50% Source: TNS Media Research, TV Index, Mar 2004/ Mar 2014 TA: W BC

34 Dly Reach% Thematic TV grows among all people especially elder audience (45-60 y.o.) 60% % 50% +49% +34% 48% 40% 30% 40% 27% 28% 37% 30% 20% 10% 0% All 18+ All All Source: TNS Media Research, TV Index, 2011,2014

35 TOP thematic channels: cinema and informational TV 1000 Discovery Channel Рбк Тв Tv 1000 Русское Кино Ru.Tv Animal Planet Jetix Мир Детский Мир Eurosport Теленяня Tv Xxi Тдк Дом Кино National Geographic Channel Русский Иллюзион Russian Music Box Viasat Explore Viasat History Ретро 2008 Daily Reach, % TV 1000 Русское Кино Ru.TV TV 1000 Отр Дом Кино Рбк Тв Tlc Русский Роман Моя Планета Discovery Channel Мир Animal Planet Nickelodeon Sony Entertainment Television TV 1000 Action Universal Channel Life News Tiji National Geographic Channel Тнт-Comedy Source: TNS Media Research, TV Index Plus, 2008, 2014, W BC, Av.Reach%

36 Among all the channels people choose only several preferred How many TV channels you can watch at home really watch from time to time Aug 2009 Oct 2010 Sep 2011 Nov 2014 Source: АЦВИ

37 Daily Reach, % Source: TNS Media Research, TV Index, Mar 2004/ Mar 2014, Oct2004/Oct2014 TA: W income middle or +, Daily Reach% The reach of National TV is slightly declining 90% 80% 70% 80% 74% 71% 60% 50% 40% 30% 20% 10% 0% Mar 2004 Mar 2014 Mar 2015

38 Weekly Reach % Affinity Despite lower reach Cable TV highly affinitive for TA Weekly Reach% Affinity Source: TNS Media Research, TV Index, TV Index Plus, Russia, Jan-Mar 15 / Dec 14-Feb 15 ; TA W income middle of +, Affinity calculated vs buying audience

39 Internet doesn t replace TV anymore, people consume both TV and Internet I watch TV less since the time I began to use the Internet 60% 50% 52% 50% 40% 30% 20% 33% Women replaced TV with Internet Less women abandon TV in advantage of Internet 10% 0% Source: Synovate Comcon, RusIndex, , Monthly Internet users W income middle or +

40 Internet is a new source for traditional Media 0% 10% 20% 30% 40% Watching TV via the Internet 31% Read online versions of press issues 27% Listening to the radio via the Internet 22% Source: Synovate Comcon, RusIndex, Q4 2014, W income middle or +

41 Purchase online is growing 70% 60% Russia Moscow 50% 40% 30% 20% 10% 0% Source: Synovate Comcon, RusIndex, , W BC

42 Children goods on the top online purchase Top 5 categories of online purchase 50% 45% Russia Moscow 40% 35% 30% 25% 20% 15% 10% 5% 0% Children's goods Clothes, shoes, accessories Takeaway from cafes, restaurants (pizza, sushi, etc.) Tickets to entertainment events Books Source: Synovate Comcon, RusIndex, 2014, Buy online (for 3 months),w BC

43 Digital is used on wide range of devices Points of access (last 3 month) Smartphone Laptop PC 85% 83% 79% Only 4% use only 1 device 55% use 3-4 devices in average Tablet PC 61% Smart TV 29% Other 19% 0% 50% 100% Source: Synovate Comcon, OnLife, H2 2014, W income middle or +

44 Before Now Active press consumption Everywhere, everyday Mobile versions are more convenient ipad and Online versions replace paper

45 Newspapers: not an everyday source of information any more 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 7% 9% 11% 13% 16% 17% 20% 22% 22% 24% 27% 26% 25% 23% 21% 19% 17% 16% 15% 16% 15% 15% Less than once a month Once a month 2-3 times a month Once a week 2-3 times a week Every day, almost every day Source: Synovate Comcon, RusIndex, , All 16+, newspapers readers

46 Print media actively use mobile versions Za rulem RBC Cosmopolitan Rossiyskaya gazeta Men's Health National Geographic Popular Mechanic Sport Express Elle Maxim , ,051 = Thousands downloads / month 76% of mobile versions of magazines are free with paid subscription 24% are totally free Source: TNS, Jan-Apr 14

47 Most often people listen to radio in car 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 21% 22% 23% 28% 19% 20% 21% 21% 20% 34% 36% 36% 40% 43% 48% 50% 21% 21% 20% 20% 19% 19% 68% 64% 62% 56% 52% 48% 47% 43% 40% 35% 32% Elsewhere In a car At work At home Source: Synovate Comcon, RusIndex, , All 16+, radio listeners

48 % of audience Radio via up-to-day devices is preferred among younger people. Radio set is mostly for 45+ W income middle or+ All Car radio Radio set Computer / Laptop Cell phone / Smartphone Source: TNS Media Research, Radio Index Russia, Jul-Dec 2014

49 Financial recession and its influence on Consumers

50 Jan 2015 happened decrease of financial status already is higher vs And, in contrast to 2009, most of people can t forecast, what will happen Did your financial status increased or decreased during recent 2-3 months? Will your financial status increase or decrease during the following year? increase Didn t change signific decrease Hard to answer increase Won t change signific decrease Hard to answer Source:

51 Currently biggest trouble for consumers is inflation and salaries, but not employment yet. However, this is just a recession beginning everything may change Recession negative impact, % (for recent month) What of the following changes did you and your family Prices increase Salary and bonuses reduce Orders, sales, clients quant reduce Troubles with deposits, loans Troubles with employment Corporative budgets reduce Products deficit State support = No Changes Dynamics vs. other periods (p.p.) personally touched during the recent months? Vs. Q1 09 Vs. Q Source: Synovate Comcon, Crisis monitoring report, Jan-III-2015

52 People tend to decrease frequency or select value for money products in low-costs categories like FMCG, but mostly don t reject to purchase products. While first to get out are out-of-home meals and entertainment Changes in FMCG categories during the last months Out-of-home meals Cinema Entertainment Beer Spirits Confectionary Food Cosmetics Non-alcohol beverages Perfumery HH chemistry Goods for kids Motor gas Remedies Hygiene means Tea, coffee Mobile services Internet Refuse No changes Refuse to purchase Volumes decrease / cheaper choice Habits didn t change Source: ADV Brand Heat Tracking, Initiative ; dates of survey: 8-14 Dec 2014

53 However in big investment categories people tend to postpone purchases or even reject. Less then 40% didn t change their intentions Changes in long-term categories during the last months Car Real Estate Big HH appliances Furniture Car tires Travelling Flat/house repair HH electronics Cell phone PC (laptop, tablet) Small HH appliances Clothes Refuse No changes Refuse to purchase Postponed a purchase for more than half of year Cheaper choice Habits didn t change Source: ADV Brand Heat Tracking, Initiative ; dates of survey: 8-14 Dec 2014

54