Here are the three most important findings we found in Nielsen’s Women of Tomorrow Report:
She wants to pay off debt and see more joint decision making
Women are focused on the basics: groceries and financial matters. Paying off debts was a high priority for all. General savings were high among all groups 
.
While women view themselves as the primary decision makers across key household decisions and product purchases, they are increasingly expressing a desire for joint decision making and share responsibilities.
Interestingly, Asian American and Caucasian women are more likely to include men in the purchase decision about food than were African American and Hispanic women.
She uses her computer and cell phone to improve her life, but her TV to get new information
Women of all ethnicities use media in similar ways, with one key exception: smartphones. Just 33 percent of 
Caucasian women have a smartphone in their household, compared to penetration rates in the 60s for women of other ethnicities.
Computers, cell phones and smartphones improve their lives in meaningful ways, while TV helps women get information about new products and services
TV is preferred source for most, but Asian Americans prefer the Internet
Value brings her into the store, but once she is in, price rules
Price is not the key driver of foot traffic, but rather value. BUT once she’s in the store, prices become the key factor in purchase.
Value is more than price; it is a product or service that satisfies multiple need states, sometimes at a premium to similar goods.
Part of the concept of value is a product’s quality. Indeed, it was the top driver of brand loyalty in 20 of the 21 countries surveyed across generations of women. In marketing the holy grail is consumer loyalty. Clearly the way to establish loyalty is quality. Once today’s woman finds a brand she likes, she tends to stick with it, reinforcing the need for manufacturers to win women’s trust early on in their roles as household buyers.
The entire Nielsen “Women of Tomorrow” research can be found here
