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One million mothers

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Slides of my presentation at Digital Marketing First 09, with results of the InSites field research on the behaviour and motivations of Belgian women online - this time with a strong focus on women …

Slides of my presentation at Digital Marketing First 09, with results of the InSites field research on the behaviour and motivations of Belgian women online - this time with a strong focus on women with children.

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  • 23-10-09
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  • 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

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