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Singapore Women - Digital Study
 

Singapore Women - Digital Study

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SCOPE OF THE SINGAPORE WOMEN DIGITAL STUDY

SCOPE OF THE SINGAPORE WOMEN DIGITAL STUDY

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    Singapore Women - Digital Study Singapore Women - Digital Study Presentation Transcript

    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 All rights reserved. No part of this report may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the SPH Magazines. For permission requests, please contact SPH Magazines.
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 SCOPE OF THE SINGAPORE WOMEN DIGITAL STUDY How do women play? How do women socialise? How do women shop? How do women decide?
    • WHAT DO YOU NEED TO KNOW ABOUT THE STUDY? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Monthly Personal Income/ Monthly Household Income $3,546/$7,151 Study Sample Size 2,294 women Graduates/Postgraduates 64% Marital Status 52% married PMEBs 74% Respondents Aged 20-49 Median Age 32 THE FIRST AND LARGEST EVER STUDY CONDUCTED ONLINE ABOUT WOMEN AND THEIR DIGITAL HABITS IN SINGAPORE
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 DEVICE OWNERSHIP AND USAGE PATTERNSHOW DO WOMEN PLAY?
    • WHAT DEVICES ARE MOST WIDELY USED? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Smartphones 97% Computers 80% Tablets 57%
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 44% 20-24 years 55% 25-29 years 58% 30-34 years 62% 35-39 years 64% 40-44 years 50% 45-49 years TABLETS. WHO OWNS MORE OF THEM?
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 HOW CONNECTED ARE WOMEN? Average number of devices owned : 2.4 Those who own smartphones/ tablets/ computers: 46%
    • HOW ATTACHED ARE WOMEN TO THEIR TECH TOYS ON A DAILY BASIS? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Tablets 1h 30min Smartphones 3h 40min Computers 4h 30min
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 WHAT ARE WOMEN DOING ON THEIR DEVICES? 62% Emails Social Networking Games Shopping Streaming Shows 88% 85% 54% 52% 37% Smartphones Emails Streaming Shows Social Networking Shopping Games 59% 58% 55% 53%62% Tablets
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 HOW MANY WOMEN READ MAGAZINES ON TABLETS? 36% of women read magazines on tablets
    • HOW DO WOMEN SOCIALISE? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
    • 6-9am 9-12pm 12-2pm 2-6pm 6-8pm 8-12pm 12-6am BEST TIME TO GET WOMEN’S ATTENTION ON SOCIAL MEDIA? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 PRIMETIME
    • WOMEN’S KEY ACTIVITIES ON SOCIAL MEDIA? Viewing/ Posting Photos 82% Reading News Updates 77% Posting / Viewing Comments 58% COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Follow Brands/ Celebrities 58%
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 HOW DO WOMEN SHOP?
    • ARE WOMEN SHOPPING ONLINE? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 90% of them do
    • WHAT DO WOMEN BUY ONLINE? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Fashion 92% Travel 80% Dining 65% Beauty Services 49% Newspapers/ Magazines/Books (Digital Version) 48% Cosmetics 48% Gadgets 45% Toiletries 40% Household 37% Financial Products 36%
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 $673 $191 $100 $94 $92 $91 $75 $66 Travel Fashion Cosmetics Gadgets Dining Financial ProductsBeauty Services Toiletries *Expenditure over a 3 month period HOW MUCH ARE THEY BUYING ONLINE*?
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Sales 83% Wide Range of Products 81% Free Shipping 81% Low Prices 80% WHAT KEEPS WOMEN COMING BACK TO SHOP ONLINE?
    • HOW DO WOMEN DECIDE? COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
    • *scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 I welcome creative advertisements on both print and digital formats 91% I am more inclined to buy if ads appear on both print and digital/online 85% Brands that advertise on both print and digital get their message to consumers better 87% ARE INTEGRATED CAMPAIGNS GOOD INVESTMENTS?
    • 43% visited 53% 50% COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 57% did not POPULAR BLOGGERS. HOW MANY PAY ATTENTION TO THEM?
    • 50% 44% COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 44% 66%The latest gossips and their personal lives 62%The latest trends to pick up 50%See products they are endorsing 44%Get credible information and advice POPULAR BLOGGERS. DO WOMEN CARE WHAT THEY SAY?
    • HOW RECEPTIVE ARE WOMEN TO ONLINE ADS? *scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements Attitudes towards brands advertising on women's websites/magazines COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 Pick up shopping ideas after looking at ads 87% Have better idea of product from seeing ads 85% Do not mind receiving newsletters, promotions and emails 75%
    • *scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements Attitudes towards brands advertising on women's websites/magazines COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 WHAT DRIVES CONSIDERATION FOR ONLINE PURCHASE? Positive word of mouth is very important in influencing purchases 94% Would usually buy products after seeing positive reviews from experts 87% Trust editorial endorsements 64% Trust brands that advertise more 53%
    • 58%*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements Attitudes towards brands advertising on women's websites/magazines COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 WOMEN ARE STRONG BRAND ADVOCATES! Will recommend brands they are loyal towards to friends 87% Buy more products of brands they are loyal to 85% Will recommend to friends brands they see advertising online 74%
    • KEY TAKEAWAYS COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014 KEY TAKEAWAYS
    • COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO KEY TAKEAWAYS THE SINGAPORE WOMEN DIGITAL STUDY 2014 Reach more women by going on multiple platforms. 1 Visuals are important on social media! 2 Grow your business through e-commerce. 3 Women trust expert opinions. 4 Women respond to creative integrated ad campaigns. 5
    • Produced by Insights & Intelligence Unit