HEReport 2003 Life in the Express Lane

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• HEReport 2003 Life in the Express Lane
  

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• Research Objectives
• To better understand Canadian women as viewers
  and consumers, and to share our knowledge base
  with marketers and ad agencies.
• To probe areas that are not currently covered by
  the industrys existing syndicated research.
• To build a franchise with the HEReport that
  equals the YTV Tween Report, now into its
  ninth year.

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• Study Design
• 1,800 English Canadian women age 18-54, in 100K
  population CMAs
• Previously surveyed via mail out (Fall 2001,
  Spring 2002)
• Re-contacted by telephone (January/February 2003)
• ComQUEST Research crafted questionnaire,
  completed field work and analysis

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Television
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1 media choice for women
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The most informative medium
Provides the most information on new products and
services
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The most influential medium
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Where women go to learn about new ideas and trends
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Second most important medium for cosmetics
information
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TV rivals magazine for cosmetics product
information
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TV commercials resonate with women viewers
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Sell to all women, not just the talland skinny
Rant Room 2002
Marketers will eventually wake up and smell the
coffee and realize that we dont buy the images
of 20 year olds they try to sell to 40.
-Rant Room 2002
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1 in 4 women react positively tocelebrities
product endorsement
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Getting into womens headspace empathize
complexities in their daily lives
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Canadian women in the workforce
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Carry the worlds load on her shoulders
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Life in the fast lane

• I do feel my age because my
• life is so stressful. Sometimes I
• feel life is passing me by, every
• day feels like a race-Dahlia Rant Room 2003

All I know is there arent enough hours in the
day-Begonia Rant Room 2003
The speed of life is just another symptom
resulting from the decisions weve made as
working women, wife, friend and mother. -Iris
Rant Room 2003
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An over-programmed generation
In todays competitive society, women crave
simpler times but are afraid of being left
behind. This fear has been passed along to their
kids.
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Women do plan ahead for retirement
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Women and technology
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Teens and kids drive PC ownership
Most of my consumerism is centered around my
kids and their needs Rant Room 2002
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Internet access more prevalentamong women with
higher incomes
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Among women with Internet accessclose to half
are adept at online banking
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Women rely on the convenience of cell phones
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the 80 minority
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9 in 10 women influence household purchases
Base Total W25-54 incl. women with partners
(76) and those without (24)
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3 in 4 women influence home-improvement decisions
Base 76 of the sample W25-54 who are married or
with a partner
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Grocery shopping behaviour
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Grocery shopping behaviour
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Busiest Grocery Shopping Day
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Impulse Purchasing in Store
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Comparison-shop for groceries
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Food as an expression of womens love and
devotion to their families
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Women need nourishment to kick-start their day
(W25-54 with kids age lt18)
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Devoted moms are making sure their kids start the
day with breakfast
(W25-54 with kids age lt18)
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Whats for breakfast? W18-24
W25-54 Coffee 64 76 Cereal 59 68
Juice 66 68 Toast 47 66 Fruit
74 68 Muffin or bagel 81 59 Eggs 3
1 45 Breakfast bar 32 12
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Women who work full-time and those who earn more
cook less
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Women on average prepare 4.5 evening meals in a
week

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Dinner with the family
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• Pleasurable tasks are cooking and baking,
  especially if I can get my kids involved.
  Rant Room 2002

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Its tough to please kids and teens at dinnertime
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• I really hate cooking meals for
• my family because I am usually
• short on time. Its hard to cater
• to all their different tastes/likes/dislikes
• and it just doesnt inspire me.
• -Dahlia, Rant Room 2003

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Cooking could be more fun if life was not so
frantic
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Personal Grooming

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Younger women spend more time on personal
grooming before work
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Moms have less time to spend on themselves before
work
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Twice as many women buy cosmetics from drug stores
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Canadian women are brand loyal(for the most part
)
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Younger and more affluent women are likely to
sample new brands
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• HEReport highlights