Understanding              women’s                              digital behaviour                                An overvi...
“Why are women such badnetworkers?”    [ Women   are not natural networkers...                         ]               Art...
women love digital[ Women                are not natural networkers...   ]                    social                     ...
women   digital“women are a digital    mainstream”     ComScore study – Women are shaping the internet   -June 2010     ...
women   digital51%  of UK internet users are female19.9                           million                               ...
women   digital76% of UK females checkthe internet every day       (*) Age 16+ In the last 3 months. Source: Office for ...
women   digitalFemales spend an averageof 50 * minutes online per                   day         ComScore data – Women ar...
women   digitalusing...                      8
Mobile wireless                               25% of women in the UK accessed mobile                               wireles...
laptop wireless outside                   work/home                               22% of women in the UK accessed laptop  ...
women   digitalthey look for...                         11
women   digital            ...friendship         19.869.540                                  19,869,540 female UK Facebo...
women   digital27%        (18-25 years old)      22%                      (26-34 years old)18%   (35-44 years old)      ...
women   digital... and shopping                         14
Clothing and                                              Sporting                          57%   shop online for clothes ...
Music and Films                             47%           shop online for music and films                                 ...
Travel                                                                accommodation                          44%       sho...
women   digitalMen spend on average £600*  more than women online        Paypal study – (*) Average spend in the last 6 ...
women   digitalBut...                    19
women   digital...females quite often shop   for the entire family                               20
women   digital...females love to sharecontent and experiences             Women are not natural social networkers     ...
Conversations with                                               other users                                    Follow bus...
women   digital Who are But...women and          thesehow do they behave online?                              23
The connector*                          The explorer*                                                                     ...
women   digitalThe connectors                 [ ]         All about me                         25
18-34 years old                                                 feel confident using social                               ...
women   digitalWhat are some of their   main interests?                            27
18-34 years old                                             Beauty                              Weight Loss               ...
18-34 years old                                Beauty             Handbags                       Celeb News/Gossip ...fema...
18-34 years old                                                      Pregnancy                                            ...
women   digitalThe nurturers                 [         All about others   ]                                31
35-50 years old                          needs relief from the                                                   challenge...
35-50 years old                                              Beauty                              Weight Loss              ...
women   digital                                                                                35-50 years old          ...
35-50 years old                                                        Cooking                                            ...
women   digitalThe explorers                  [ ]      Rediscovering me                          36
51-64 years old        Reconnect with social groups                                                      Increased        ...
51-64 years old                                               Beauty                              Weight Loss             ...
women   digital                                                                                    51-64 years old      ...
54-64 years old                                                       GenealogyTop sites visited by Explorers are clustere...
women   digitalAll this means...                          41
Search = my interests                                                                    Manicure                         ...
Social Media =                                                     our interests                                          ...
Pregnancy                        Cooking                   Genealogy  Beauty                         Beauty Retailer      ...
women   digitalSo, what else drives     interest?                           45
3.69 %                  0.44 %                              0.12 %Promotions              Promotions                      ...
women   digitalMobile is also changing   women’s behaviour                             47
Mobile search      Desktop search                                                       Mobile search                 ...
Desktop = Compare + Buy                                 Mobile = Get advice                   Handbags                    ...
women   digital Average duration of videousage is twice that for men        as for women         ComScore study – Source...
women   digitalHowever...                      51
Women spend a much higher share                                   of their time watching videos                           ...
Hair                FaceBody                       18-34 years olds account for 87% total YouTube                       vi...
Top video interests Fashion Top YouTube interests                                                                         ...
women   digital   However it seems somecompanies don’t know how to  cope with this potential                            ...
women   digitalDigitally [connected ]?                             56
250,000              [ search volume(*)]200,000               Monthly150,000100,000 50,000          laptop wireless outsid...
women   digitalDigitally[engaged] with       females?                             58
Low                    Highengagement              engagement             Although influence is remarkable, only few sites...
women   digitalWhat’s next ...                         60
women   digitalTraditional retailers need to ensure they are:                  visible         Capturing pre-qualified  ...
women   digitalTraditional retailers need to ensure they are:            Increasing brand           awareness through a ...
women   digital “The great question that has never  been answered, and which I havenot yet been able to answer, despitem...
Thank you.                                                                             www.icrossing.co.uk                ...
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Icrossing women-in-digital-report-2010

  1. 1. Understanding women’s digital behaviour An overview of the female digital worldcredits: Flickr/Marco Gomes 1
  2. 2. “Why are women such badnetworkers?” [ Women are not natural networkers... ] Article published in The Sunday Times – March 2010 2
  3. 3. women love digital[ Women  are not natural networkers... ] social 3
  4. 4. women   digital“women are a digital mainstream” ComScore study – Women are shaping the internet -June 2010 4
  5. 5. women   digital51% of UK internet users are female19.9 million (*) Source: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010 (*) Estimated UK internet users - E-marketer data - Feb 2010 5
  6. 6. women   digital76% of UK females checkthe internet every day (*) Age 16+ In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 6
  7. 7. women   digitalFemales spend an averageof 50 * minutes online per day ComScore data – Women are shaping the internet (*) Average 25 hours- Europe data - April 2010 7
  8. 8. women   digitalusing... 8
  9. 9. Mobile wireless 25% of women in the UK accessed mobile wireless (*) (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 9credits: Flickr/RozRoz 2010: Households and Individuals," August 27, 2010
  10. 10. laptop wireless outside work/home 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 10 Accesscredits: Flickr/RozRoz 2010: Households and Individuals," August 27, 2010
  11. 11. women   digitalthey look for... 11
  12. 12. women   digital ...friendship 19.869.540 19,869,540 female UK Facebook users Source: Facebook. (age 16+) - Sep 2010 12credits: Flickr/JulianaCoutinho
  13. 13. women   digital27% (18-25 years old) 22% (26-34 years old)18% (35-44 years old) 14% (45-54 years old)8% (55-65 years old) Source: Facebook as cited by Inside Facebook, June 8, 2010 13
  14. 14. women   digital... and shopping 14
  15. 15. Clothing and Sporting 57% shop online for clothes and sporting goods Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010credits: Flickr/Yourdon 15
  16. 16. Music and Films 47% shop online for music and films Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010credits: Flickr/mastakilla 16
  17. 17. Travel accommodation 44% shop online for travel accommodation Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010credits: Flickr/Yourdon 17
  18. 18. women   digitalMen spend on average £600* more than women online Paypal study – (*) Average spend in the last 6 months in 2009 18
  19. 19. women   digitalBut... 19
  20. 20. women   digital...females quite often shop for the entire family 20
  21. 21. women   digital...females love to sharecontent and experiences  Women are not natural social networkers advocates 21
  22. 22. Conversations with other users Follow business Follow celebrities sales and (18%)* (18%)* promotions (16%)* 32% of UK Twitter users are women Source: Google-Traffic only from Twitter.com / (*) Source: ComScore Survey, April 2010 – Global female populationcredits: Flickr/carola rieger photography 22
  23. 23. women   digital Who are But...women and thesehow do they behave online? 23
  24. 24. The connector* The explorer* The nurturer* Women make up around 51% of Facebook users within the UK Source: Facebook. (age 16+) - Sep 2010 / (*) NatMags Researchcredits: Flickr/Yourdon 24
  25. 25. women   digitalThe connectors [ ] All about me 25
  26. 26. 18-34 years old feel confident using social media optimistic ‘keeps up’ with what’s going on High levels of aspiration 60%(7,207,520 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook datacredits: Flickr/Yourdon 26
  27. 27. women   digitalWhat are some of their main interests? 27
  28. 28. 18-34 years old Beauty Weight Loss Career Advice Spa Breaks Celeb News/Gossip Skin Care Cooking/Recipes Sex Tips/Advice Diet/Weight LossRelationship/Dating Advice Fashion Perfume/Fragrance Hair Care Manicure/Pedicure Hair Styles Make Up Handbags The Connectors have a curious nature and search around lots of different topics Source: iCrossing - Data sep 2010- Research for selected women categories 28
  29. 29. 18-34 years old Beauty Handbags Celeb News/Gossip ...female quite often shop Career Advice Relationship/Dating Advice for the entire familyCooking/Recipes Skin CareManicure/Pedicure Make Up Fashion Perfume/Fragrance Diet/Weight Loss Main Facebook interests for Connectors are Fashion and Cooking Recipes Source: iCrossing – Facebook data (age 16+) - Sep 2010 29
  30. 30. 18-34 years old Pregnancy Beauty RetailerTop sites visited by Connectors are clusteredaround pregnancy, beauty and retail Source: iCrossing- Google data - Sep 2010 30
  31. 31. women   digitalThe nurturers [ All about others ] 31
  32. 32. 35-50 years old needs relief from the challenges of daily life positive and upbeat manages and navigates busy lifestyle feel supported using social media 30% (3,512,480 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook datacredits: Flickr/RaulA 32
  33. 33. 35-50 years old Beauty Weight Loss Career Advice Spa Breaks Celeb News/Gossip Skin Care Cooking/Recipes Sex Tips/Advice Diet/Weight LossRelationship/Dating Advice Fashion Perfume/Fragrance Hair Care Manicure/Pedicure Hair Styles Make Up Handbags The Nurturer is a busy person therefore, search interest is far more polarised Source: iCrossing - Data sep 2010- Research for selected women categories 33
  34. 34. women   digital 35-50 years old Beauty Handbags Celeb News/Gossip Relationship/Dating Career Advice AdviceCooking/Recipes Skin CareManicure/Pedicure Make Up Fashion Perfume/Fragrance Diet/Weight Loss Main Facebook interests for Nurturers are mainly Cooking Recipes and Fashion Source: iCrossing – Facebook data (age 16+) - Sep 2010 34
  35. 35. 35-50 years old Cooking Beauty ParentingTop sites visited by Nurturers are clusteredaround cooking, beauty and parenting Source: iCrossing- Google data - Sep 2010 35
  36. 36. women   digitalThe explorers [ ] Rediscovering me 36
  37. 37. 51-64 years old Reconnect with social groups Increased wisdom feels fulfilled and entertained with social media 10% (3,512,480 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook datacredits: Flickr/Peter 37
  38. 38. 51-64 years old Beauty Weight Loss Career Advice Spa Breaks Celeb News/Gossip Skin Care Cooking/Recipes Sex Tips/Advice Diet/Weight LossRelationship/Dating Advice Fashion Perfume/Fragrance Hair Care Manicure/Pedicure Hair Styles Make Up Handbags The Explorer has search interest around hair care and cooking/recipes Source: iCrossing - Data sep 2010- Research for selected women categories 38
  39. 39. women   digital 51-64 years old Beauty Handbags Celeb News/Gossip Relationship/Dating Career Advice AdviceCooking/Recipes Skin CareManicure/Pedicure Make Up Fashion Perfume/Fragrance Diet/Weight Loss Main Facebook interest for Explorers is primarily Cooking /Recipes Source: iCrossing – Facebook data (age 16+) - Sep 2010 39
  40. 40. 54-64 years old GenealogyTop sites visited by Explorers are clusteredaround genealogy links Source: iCrossing- Google data - Sep 2010 40
  41. 41. women   digitalAll this means... 41
  42. 42. Search = my interests Manicure Skin Hair Cooking Celebrit Career Beauty & care care Recipes Handbags y Gossip advice Pedicure Beauty Beauty Beauty Weight Loss Career Advice Weight Loss Career Advice Weight Loss Career Advice Spa Breaks Celeb News/Gossip Spa Breaks Celeb News/Gossip Spa Breaks Celeb News/Gossip Skin Care Cooking/Recipes Skin Care Cooking/Recipes Skin Care Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Sex Tips/Advice Diet/Weight Loss Sex Tips/Advice Diet/Weight LossRelationship/Dating Advice Fashion Relationship/Dating Advice Fashion Relationship/Dating Advice Fashion Perfume/Fragrance Hair Care Perfume/Fragrance Hair Care Perfume/Fragrance Hair Care Manicure/Pedicure Hair Styles Manicure/Pedicure Hair Styles Manicure/Pedicure Hair Styles Make Up Handbags Make Up Handbags Make Up Handbags Women have different online interests according to different stages of their life Source: iCrossing - Data sep 2010- Research for selected women categories 42
  43. 43. Social Media = our interests Cooking Cooking Fashion Cooking Fashion Recipes Recipes Recipes Beauty Beauty Beauty Handbags Celeb News/Gossip Handbags Celeb News/Gossip Handbags Celeb News/Gossip Relationship/Dating Career Advice Relationship/Datin Relationship/Dating Career Advice Advice Career Advice Advice Advice Cooking/Recipes Skin CareCooking/Recipes Skin Care Cooking/Recipes Skin Care Manicure/Pedicure Make UpManicure/Pedicure Make Up Manicure/Pedicure Make Up Fashion Perfume/Fragrance Fashion Perfume/Fragrance Fashion Perfume/Fragrance Diet/Weight Loss Diet/Weight Loss Diet/Weight Loss But socially have some online interests in common amongst them Source: iCrossing – Facebook data (age 16+) - Sep 2010 43
  44. 44. Pregnancy Cooking Genealogy Beauty Beauty Retailer Parenting Also top sites by Unique Visitors in the UK change according to different age range group Source: iCrossing- Google data - Sep 2010 44
  45. 45. women   digitalSo, what else drives interest? 45
  46. 46. 3.69 % 0.44 % 0.12 %Promotions Promotions Promotions 0.23 % 0.06 % 0.04 % Sales Sales Sales 0.01 % 0.01 % 0.00 % Discount Discount Discount Vouchers Vouchers Vouchers Promotions are the top discount interest on Facebook Source: iCrossing- Facebook data - Sep 2010 46
  47. 47. women   digitalMobile is also changing women’s behaviour 47
  48. 48. Mobile search Desktop search    Mobile search Mobile search only represented 1% of the total number of searches analysed Source: iCrossing - Data sep 2010- Research for selected women categories 48
  49. 49. Desktop = Compare + Buy Mobile = Get advice Handbags Hair style Make up Cooking/Recipes Perfume /Fragances Beauty Skin Care Sex tips/ Advice Hair Care Diet/Weight Loss Spa breaks Celeb News/ Gossip Fashion Career Advice Manicure/Pedicure Relationship/Dating advice 88% of browsed data analysed was ‘advice related’ using mobile whereas only 31% was desktop Source: iCrossing - Data sep 2010- Research for selected women categoriescredits: Flickr/dyobmit 49
  50. 50. women   digital Average duration of videousage is twice that for men as for women ComScore study – Source: March 2010 -Source: Video Metrix 50
  51. 51. women   digitalHowever... 51
  52. 52. Women spend a much higher share of their time watching videos on YouTube than men 33% is the YouTube Share of Total Video amongst female in the UK Source: ComScore- March 2010 VideoMetrixcredits: Flickr/Johan Larsson 52
  53. 53. Hair FaceBody 18-34 years olds account for 87% total YouTube views for Beauty and Fitness Source: iCrossing - YouTubeData sep 2010- Research for selected women categoriescredits: Flickr/re_ 53
  54. 54. Top video interests Fashion Top YouTube interests Gifts ApparelToys 95% of women interested in Online Communities are between 18-34 years old Source: iCrossing - YouTubeData sep 2010- Research for selected women categories credits: Flickr/ informatique 54
  55. 55. women   digital However it seems somecompanies don’t know how to cope with this potential 55
  56. 56. women   digitalDigitally [connected ]? 56
  57. 57. 250,000 [ search volume(*)]200,000 Monthly150,000100,000 50,000 laptop wireless outside 0 work/home 25,000 [Social Media advocates (*)] 20,000 15,000 Facebook Fans 10,000 Twitter Followers 5,000 0 Few cosmetic brands have achieved a connected digital approach Source: iCrossing - Example of Research for Cosmetic Brands 57
  58. 58. women   digitalDigitally[engaged] with females? 58
  59. 59. Low Highengagement engagement Although influence is remarkable, only few sites have reached high audience engagement Source: iCrossing - Example of Research for women sites (*) Data September 2010 59
  60. 60. women   digitalWhat’s next ... 60
  61. 61. women   digitalTraditional retailers need to ensure they are: visible Capturing pre-qualified consumer interest Useful Desirable 61
  62. 62. women   digitalTraditional retailers need to ensure they are: Increasing brand awareness through a strong and consistent online presence Engaged connected 62
  63. 63. women   digital “The great question that has never been answered, and which I havenot yet been able to answer, despitemy thirty years of research into the feminine soul, is “What does a woman want?” Sigmund Freud – Life and Work 63
  64. 64. Thank you. www.icrossing.co.uk results@icrossing.co.uk 01273 827 700 Nuria Sadurni – Head of Research &Insight - September 2010 64
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