One million mothers

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    23-10-09

    23-10-09

    23-10-09

    23-10-09

    23-10-09 23-10-09

    23-10-09 23-10-09

    23-10-09 23-10-09

    23-10-09 23-10-09

    23-10-09 23-10-09

    23-10-09

    4 Favorites

    One million mothers - Presentation Transcript

    1. One million mothers Clo Willaerts, 22 October 2009
    2. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    3. Operating Countries Sanoma Magazines 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    4. Women hold up half the sky. (Mao Tse-Tung) 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    5. http://issuu.com/bnox/docs/vrouwenonline http://issuu.com/bnox/docs/femmesonline
      • InSites Field Research commissioned by Sanoma Magazines Belgium
      • Period: April 2009
      • Method: Online questionnaire
      • Data collection sources:
        • InSites TalkToChange Community ( 1.010 p )
        • Sanoma Magazines Belgium female sites opt-ins ( 1.192 p)
      • Screening & Quota
        • Female only
        • Age 18-65 + representative for female online population (BIM ‘08)
        • Countries and languages: Belgium ( 60/40 Dutch/French language
    6. www.targetwomen.be http://www.slideshare.net/bnox/women-hold-up-half-the-sky
    7.  
    8. The joys of motherhood
    9. Getting pregnant
    10. Pregnancy
    11. Giving birth
    12. Cute
    13. Reality
    14. Reality (2)
    15. Reality (3)
    16. Digital Moms: how special are they?
    17. Internet Penetration in Belgium - gender 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines
      • The total Belgian online population (past 2 weeks) consists of 5,5 million users
      • of which 2,58 M are females.
      • Source: telephone survey for the Belgian Media Mapping in 2008.
    18. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines Socio-demographic Profile Kids Sanoma Sample (N = 1192) Representative Sample (N = 1010)
      • About 40% of online women are moms
      • Sanoma reaches an equal proportion of moms
    19. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Segmentation 4 Segments Inexperienced Surfers 30% Social Explorers 28% Functional Surfers 32% Internet Adepts 28% Representative Sample (N = 1010)
    20. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Profile Usage Moments
      • On an average day, mothers go online …
        • 34% in the morning or during breaks
        • 42% during lunch break
        • 51% just before dinner
        • 93% after having dinner
        • 22% use it after midnight as well
    21. Belgian online mothers: time spent online
      • Mothers have gone slightly more recently online (most of them: since 2006)
        • depends on age (25-29 yr olds have been online for longer vs 40-54 yr olds)
      • Mothers go online less frequently than women without children
        • except for the younger mothers
      • Mothers stay online less longer
        • except for the younger mothers
      • Women with children have less time and it shows in their internet behaviour
    22. Internet as a life management tool
      • Mothers are the most likely group to
          • admit that they struggle to find balance in their lives…
          • feel negative emotions as a result
      • Internet is a place they can go for help
      • to find balance in their life
      • to gain control of their life
      • While time spent online is substantial, it is perceived by many to save them time in the long run - time they would have had to spend running errands and waiting in queues.
      • Source: How the internet is transforming the life of Modern UK Mums (Yahoo Network)
        • http: //l . yimg . com/ig/any/fu/mums . ppt
    23. For Belgian mothers, internet is...
      • essential (62%)(-)
      • convenient (74%)(+, esp. younger mothers)
      • enriching their experiences (64%)
      • an essential step in the buying decision process ( 75% )
    24. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines Belgian mothers online: internet activities
      • More popular:
      • General information search – 88% (90% monthly)
      • Information about products or services they are planning to buy – 84% (92% monthly)
      • Comparing product features and pricing - 77% (83% monthly)
      • Online banking - 30% (32% several times a week)
      • Less popular:
      • Chatting or instant messaging (56% never or hardly ever chats)
      • Social networking (45% never or hardly ever logs in to social networks)
    25. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines General Information Search (55% Weekly ) Top 10 Most Consulted Topics (% monthly usage)
      • General news items – 83%
      • Healthcare – 78%
      • Cooking & Recipes – 76%
      • Travel – 67%
      • Food – 63%
      • Clothing & fashion – 62%
      • Home, garden & decoration – 60%
      • Movies & music – 59%
      • Personal body care – 54%
      • Finance & banking – 49%
      Representative Sample (N = 1010) In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)
    26. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines Belgian online mothers: internet as a trusted source of information
      • Information about children & parenting - 53% monthly (45%: trustworthy)
      • Cooking & recipes (74%: trustworthy)
      • Government issued information (71% trustworthy)
    27.  
    28. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Trusted Content Food
    29.  
    30. 23.10.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 © Sanoma Magazines
      • 90% of internet users use the internet to search for information that is not easily available elsewhere.
      • 80% use it to search information about products and services
      • 75% use it to compare different product alternatives.
      General Information about Products & Services (32% Weekly ) Internet Motivations
    31. Shopping is a serious matter
      • In America, where female consumers make more than 80% of discretionary purchases , companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales. Source: Marketing to women | Hello, girls | The Economist http://www.economist. com/research/articlesBySubject/displaystory . cfm ? subjectid=1780456 & story_id=13278440
      • 71% of the Belgian online women are the responsible for grocery shopping in their family. Source: telephone survey for the Belgian Media Mapping in 2008.
    32. Shopping is a serious matter
      • 97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009
      • In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009
    33. Online promotions
      • For moms the most effective way Brands can be promoted online, in descending order of likeness:
      • 1. Product samples offered online (47%)
      • 2. Coupons (40%)
      • 3. E-mails (9%)
      • 4. Banner ads on websites (3%)
      • 5. Blogs (1%)
      • Source: “What Women Want Consumer Survey” (Prospectiv, October 09)
    34. Belgian women online Online vs. Offline Purchases 23.10.09 © Sanoma Magazines Q: Welke van onderstaande producten of diensten heeft u in de afgelopen 12 maanden gekocht? Offline Purchases Online Purchases Representative Sample (N = 1010) Boeken CD/DVD/Blu - ray Muziek in digital formaat (MP3 - nummers, albums, etc.) Computer, hardware en software Kleine electronica (bv. digitale camera, iPod, GSM, etc.) Telecom product (internetverbinding, GSM - abonnement, etc.) Erotische producten Financiéle producten (bv. fondsen, aandelen, etc.) Vakantie, tickets voor vliegtuig of trein Huishoudelijke toestellen Juwelen / accessoires Kledij / schoenen Meubilair Gezondheidsproducten (bv. dieet, etc.) Decoratie Tickets voor evenementen Films of TV - series in digitaal formaat (geen DVD) Ander product, nl. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70%
    35. What are Belgian online mothers buying?
      • More offline than other online Belgian women:
      • clothing (64%)
      • books (52%)
      • computer hardware&software (33%)
      • electronic gadgets
      • financial products
      • More online than other online Belgian women:
      • holidays (42%)
      • tickets for events (43%)
      • cd/DVD (esp. 40+ mothers)
      • household electronics (esp. younger mothers)
    36. Women dominate social networks
    37. Women and social networks
      • 48% of (US women) respondents reported belonging to four or more social networks. Source: The Power of Social Networking for Women, ShesConnected, August 2009
      • 83%
      • 73%
      • 55%
      • 41%
      89% 24% 12% 59% of Belgian online has a profile on one or more social networks. Source: Belgian Women Online, InSites, April 2009
    38. Belgian online mothers...
      • are less attracted to social networks
      • are a lot less attracted to casual gaming
      • With the exception of younger mothers :
      • social networks are important to
        • stay in touch
        • help other people out
        • feel less alone
    39. Thank you. c. [email_address] .be www.twitter.com/bnox www.targetwomen.be

    + bnoxbnox, 1 month ago

    custom

    834 views, 4 favs, 4 embeds more stats

    Slides of my presentation at Digital Marketing Firs more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 834
      • 742 on SlideShare
      • 92 from embeds
    • Comments 0
    • Favorites 4
    • Downloads 37
    Most viewed embeds
    • 80 views on http://www.medialogue.be
    • 7 views on http://audience-builders.blogspot.com
    • 4 views on http://iheartsocialmedia.net
    • 1 views on http://medialogue.be

    more

    All embeds
    • 80 views on http://www.medialogue.be
    • 7 views on http://audience-builders.blogspot.com
    • 4 views on http://iheartsocialmedia.net
    • 1 views on http://medialogue.be

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories