Post on 16-May-2015
description
Understanding women’s
digital behaviour
An overview of the female digital world
credits: Flickr/Marco Gomes 1
“Why are women such bad networkers?”
Article published in The Sunday Times – March 2010
Women are not natural networkers... [ ]
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[ ]
women love digital
Women are not natural networkers... social
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“women are a digital mainstream”
women digital
ComScore study – Women are shaping the internet -June 2010
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women digital
Source: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010 (*) Estimated UK internet users - E-marketer data - Feb 2010
51% of UK internet users are female
19.9 million (*)
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76% of UK females check the internet every day
women digital
(*) Age 16+ In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010
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Females spend an average of 50 * minutes online per
day
women digital
ComScore data – Women are shaping the internet (*) Average 25 hours- Europe data - April 2010
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using...
women digital
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25% of women in the UK accessed mobile
wireless (*) (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010
credits: Flickr/RozRoz
Mobile wireless
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22% of women in the UK accessed laptop
wireless connection away from home/work (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010
credits: Flickr/RozRoz
laptop wireless outside work/home
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they look for...
women digital
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women digital
19.869.540
...friendship
19,869,540 female UK Facebook users
Source: Facebook. (age 16+) - Sep 2010
credits: Flickr/JulianaCoutinho 12
women digital
Source: Facebook as cited by Inside Facebook, June 8, 2010
22%
(18-25 years old)
8% (55-65 years old)
(26-34 years old)
27%
18% (35-44 years old)
14% (45-54 years old)
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... and shopping
women digital
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credits: Flickr/Yourdon
57% shop online for clothes and sporting goods
Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010
Clothing and Sporting
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credits: Flickr/mastakilla
47% shop online for music and films
Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010
Music and Films
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credits: Flickr/Yourdon
44% shop online for travel accommodation
Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010
Travel accommodation
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Men spend on average £600* more than women online
women digital
Paypal study – (*) Average spend in the last 6 months in 2009
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But...
women digital
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...females quite often shop for the entire family
women digital
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...females love to share content and experiences
women digital
Women are not natural social networkers
advocates
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credits: Flickr/carola rieger photography
32% of UK Twitter users are women
Source: Google-Traffic only from Twitter.com / (*) Source: ComScore Survey, April 2010 – Global female population
Conversations with other users
(18%)* Follow celebrities
(18%)*
Follow business sales and
promotions (16%)*
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But...
women digital
Who are these women and how do they behave online?
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credits: Flickr/Yourdon
Women make up around 51% of Facebook
users within the UK
Source: Facebook. (age 16+) - Sep 2010 / (*) NatMags Research
The connector*
The nurturer*
The explorer*
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[ ]
The connectors
women digital
All about me
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credits: Flickr/Yourdon
60%(7,207,520 Users*) of women on Facebook correspond to this group
Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data
18-34 years old
‘keeps up’ with what’s going on
optimistic
feel confident using social media
High levels of aspiration
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What are some of their main interests?
women digital
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The Connectors have a curious nature and search around lots of different topics
Source: iCrossing - Data sep 2010- Research for selected women categories
18-34 years old
Beauty
Career Advice
Celeb News/Gossip
Cooking/Recipes
Diet/Weight Loss
Fashion
Hair Care
Hair Styles
HandbagsMake Up
Manicure/Pedicure
Perfume/Fragrance
Relationship/Dating Advice
Sex Tips/Advice
Skin Care
Spa Breaks
Weight Loss
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...female quite often shop for the entire family
Main Facebook interests for Connectors are Fashion and Cooking Recipes
Source: iCrossing – Facebook data (age 16+) - Sep 2010
Beauty
Celeb News/Gossip
Relationship/Dating Advice
Skin Care
Make Up
Perfume/Fragrance
Diet/Weight Loss
Fashion
Manicure/Pedicure
Cooking/Recipes
Career Advice
Handbags
18-34 years old
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Top sites visited by Connectors are clustered around pregnancy, beauty and retail
Source: iCrossing- Google data - Sep 2010
18-34 years old
Pregnancy
Beauty
Retailer
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[ ] others
The nurturers
women digital
All about
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credits: Flickr/RaulA
30% (3,512,480 Users*) of women on Facebook correspond to this group
35-50 years old
feel supported using social media
manages and navigates busy lifestyle
needs relief from the challenges of daily life
positive and upbeat
Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data
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Beauty
Career Advice
Celeb News/Gossip
Cooking/Recipes
Diet/Weight Loss
Fashion
Hair Care
Hair Styles
HandbagsMake Up
Manicure/Pedicure
Perfume/Fragrance
Relationship/Dating Advice
Sex Tips/Advice
Skin Care
Spa Breaks
Weight Loss
The Nurturer is a busy person therefore, search interest is far more polarised
35-50 years old
Source: iCrossing - Data sep 2010- Research for selected women categories
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Beauty
Celeb News/Gossip
Relationship/Dating Advice
Skin Care
Make Up
Perfume/Fragrance
Diet/Weight Loss
Fashion
Manicure/Pedicure
Cooking/Recipes
Career Advice
Handbags
women digital
Main Facebook interests for Nurturers are mainly Cooking Recipes and Fashion
35-50 years old
Source: iCrossing – Facebook data (age 16+) - Sep 2010
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Top sites visited by Nurturers are clustered around cooking, beauty and parenting
35-50 years old
Cooking
Beauty
Parenting
Source: iCrossing- Google data - Sep 2010
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The explorers
women digital
Rediscovering [ ] me
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credits: Flickr/Peter
10% (3,512,480 Users*) of women on Facebook correspond to this group
51-64 years old
feels fulfilled and entertained with social media
Reconnect with social groups Increased wisdom
Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data
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Beauty
Career Advice
Celeb News/Gossip
Cooking/Recipes
Diet/Weight Loss
Fashion
Hair Care
Hair Styles
HandbagsMake Up
Manicure/Pedicure
Perfume/Fragrance
Relationship/Dating Advice
Sex Tips/Advice
Skin Care
Spa Breaks
Weight Loss
The Explorer has search interest around hair care and cooking/recipes
51-64 years old
Source: iCrossing - Data sep 2010- Research for selected women categories
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women digital
Main Facebook interest for Explorers is primarily Cooking /Recipes
51-64 years old
Beauty
Celeb News/Gossip
Relationship/Dating Advice
Skin Care
Make Up
Perfume/Fragrance
Diet/Weight Loss
Fashion
Manicure/Pedicure
Cooking/Recipes
Career Advice
Handbags
Source: iCrossing – Facebook data (age 16+) - Sep 2010
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Top sites visited by Explorers are clustered around genealogy links
54-64 years old
Genealogy
Source: iCrossing- Google data - Sep 2010
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All this means...
women digital
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Career advice
Manicure &
Pedicure
Celebrity Gossip
Skin care
Beauty Hair care
Cooking Recipes
Beauty
Career Advice
Celeb News/Gossip
Cooking/Recipes
Diet/Weight Loss
Fashion
Hair Care
Hair Styles
HandbagsMake Up
Manicure/Pedicure
Perfume/Fragrance
Relationship/Dating Advice
Sex Tips/Advice
Skin Care
Spa Breaks
Weight LossBeauty
Career Advice
Celeb News/Gossip
Cooking/Recipes
Diet/Weight Loss
Fashion
Hair Care
Hair Styles
HandbagsMake Up
Manicure/Pedicure
Perfume/Fragrance
Relationship/Dating Advice
Sex Tips/Advice
Skin Care
Spa Breaks
Weight Loss
Beauty
Career Advice
Celeb News/Gossip
Cooking/Recipes
Diet/Weight Loss
Fashion
Hair Care
Hair Styles
HandbagsMake Up
Manicure/Pedicure
Perfume/Fragrance
Relationship/Dating Advice
Sex Tips/Advice
Skin Care
Spa Breaks
Weight Loss
Women have different online interests according to different stages of their life
Handbags
Search = my interests
Source: iCrossing - Data sep 2010- Research for selected women categories
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Cooking Recipes
Fashion Cooking Recipes
Fashion Cooking Recipes
But socially have some online interests in common amongst them
Beauty
Celeb News/Gossip
Relationship/Dating Advice
Skin Care
Make Up
Perfume/Fragrance
Diet/Weight Loss
Fashion
Manicure/Pedicure
Cooking/Recipes
Career Advice
Handbags
Beauty
Celeb News/Gossip
Relationship/Dating Advice
Skin Care
Make Up
Perfume/Fragrance
Diet/Weight Loss
Fashion
Manicure/Pedicure
Cooking/Recipes
Career Advice
Handbags
Beauty
Celeb News/Gossip
Relationship/Dating Advice
Skin Care
Make Up
Perfume/Fragrance
Diet/Weight Loss
Fashion
Manicure/Pedicure
Cooking/Recipes
Career Advice
Handbags
Social Media = our interests
Source: iCrossing – Facebook data (age 16+) - Sep 2010
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Also top sites by Unique Visitors in the UK change according to different age range group
Cooking
Beauty
Parenting
Genealogy Pregnancy
Beauty
Retailer
Source: iCrossing- Google data - Sep 2010
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So, what else drives interest?
women digital
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Promotions are the top discount interest
on Facebook
3.69 % Promotions
0.01 % Discount Vouchers
Source: iCrossing- Facebook data - Sep 2010
0.23 % Sales
0.44 % Promotions
0.01 % Discount Vouchers
0.06 % Sales
0.12 % Promotions
0.00 % Discount Vouchers
0.04 % Sales
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Mobile is also changing women’s behaviour
women digital
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Mobile search only represented 1% of the total
number of searches analysed
Mobile search
Desktop search Mobile search
Source: iCrossing - Data sep 2010- Research for selected women categories 48
88% of browsed data analysed was ‘advice
related’ using mobile whereas only 31% was desktop
Mobile = Get advice Desktop = Compare + Buy
Hair style Cooking/Recipes Beauty Sex tips/ Advice Diet/Weight Loss Celeb News/ Gossip Career Advice Relationship/Dating advice
Handbags Make up Perfume /Fragances Skin Care Hair Care Spa breaks Fashion Manicure/Pedicure
Source: iCrossing - Data sep 2010- Research for selected women categories credits: Flickr/dyobmit 49
Average duration of video usage is twice that for men
as for women
women digital
ComScore study – Source: March 2010 -Source: Video Metrix
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However...
women digital
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33% is the YouTube Share of Total Video
amongst female in the UK
credits: Flickr/Johan Larsson
Women spend a much higher share of their time watching videos on YouTube than men
Source: ComScore- March 2010 VideoMetrix 52
18-34 years olds account for 87% total YouTube views for Beauty and Fitness
Face
Hair
Body
credits: Flickr/re_ Source: iCrossing - YouTubeData sep 2010- Research for selected women categories
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95% of women interested in Online Communities are between 18-34 years old
Top video interests
Apparel
Gifts
Toys
credits: Flickr/ informatique
Fashion Top YouTube interests
Source: iCrossing - YouTubeData sep 2010- Research for selected women categories 54
However it seems some
companies don’t know how to cope with this potential
women digital
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Digitally connected ? [ ]
women digital
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Few cosmetic brands have achieved a connected digital approach
laptop wireless outside work/home
0
50,000
100,000
150,000
200,000
250,000
0
5,000
10,000
15,000
20,000
25,000
Facebook Fans
Twitter Followers
Monthly search volume(*)
Social Media advocates (*) [ ]
[ ]
Source: iCrossing - Example of Research for Cosmetic Brands 57
Digitally engaged with
females?
women digital
[ ]
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Although influence is remarkable, only few sites have reached high audience engagement
Source: iCrossing - Example of Research for women sites (*) Data September 2010
High engagement
Low engagement
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What’s next ...
women digital
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Traditional retailers need to ensure they are:
women digital
Connected
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Capturing pre-qualified
consumer interest
Desirable Useful
visible
Traditional retailers need to ensure they are:
women digital
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Increasing brand awareness through a strong and consistent
online presence
Engaged connected
“The great question that has never been answered, and which I have
not yet been able to answer, despite my thirty years of research into the
feminine soul, is “What does a woman want?”
women digital
Sigmund Freud – Life and Work
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Nuria Sadurni – Head of Research &Insight - September 2010
Thank you.
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www.icrossing.co.uk
results@icrossing.co.uk 01273 827 700