Your SlideShare is downloading. ×
0
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Women hold up half the sky
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Women hold up half the sky

1,942

Published on

My keynote at the IAB Displaylicious event in Vilvoorde, 15 September 2009. …

My keynote at the IAB Displaylicious event in Vilvoorde, 15 September 2009.
Roughly half of the internet population is female. They dominate social networks and play an important role in buying decisions and purchases. But what makes these women click?

0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,942
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
89
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 15-09-09
  • 15-09-09
  • 15-09-09
  • 15-09-09
  • 15-09-09
  • 15-09-09 15-09-09
  • 15-09-09 15-09-09
  • 15-09-09 15-09-09 Almost 1 in 3 use the internet before leaving to work on an average day in the week, 1 in 5 even before having breakfast. 90% uses the internet after dinner on an average day in the week 9 out of 10 use the internet after dinner on an average day in the week, 1 in 5 also at night.
  • 15-09-09 15-09-09
  • 15-09-09 15-09-09
  • 15-09-09 15-09-09
  • Transcript

    • 1. Women hold up half the sky IAB Displaylicious Clo Willaerts, 15 September 2009
    • 2. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 3. Operating Countries Sanoma Magazines 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 4. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 5. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 6. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 7. Women hold up half the sky. (Mao Tse-Tung) 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 8. <ul><li>[Women's] time spent with traditional advertising mediums is declining, while their time spent on the Internet is increasing. For many reasons, the Internet is the perfect advertising medium for reaching women . Many websites either fail in their attempts to persuade women or don’t make any attempt at all. There is a huge opportunity here. </li></ul><ul><li>Source: The Soccer Mom Myth: The New Reality of Marketing to Women. Written by Michele Miller and Holly Buchanan </li></ul><ul><li>http://www. thesoccermommyth .com/ </li></ul>15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 9. <ul><li>Men and women belong to different species and communications between them is still in its infancy. </li></ul><ul><li>(Bill Cosby) </li></ul>15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 10. <ul><li>In the US, 96 million males are Internet users, compared with 103 million females. </li></ul><ul><li>Source: http://www. emarketer .com/Report. aspx ?code=emarketer_2000574 </li></ul>15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 11. Internet Penetration in Belgium - gender 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines <ul><li>The total Belgian online population (past 2 weeks) consists of 5,5 million users </li></ul><ul><li>of which 2,58 M are females. </li></ul><ul><li>Source: telephone survey for the Belgian Media Mapping in 2008. </li></ul>
    • 12. Most women own 19 pairs of shoes -- some secretly <ul><li>Source: http://www. reuters .com/article/lifestyleMolt/idUSN0632859720070910 </li></ul>15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 13. Shopping is a serious matter <ul><li>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 </li></ul><ul><li>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. </li></ul>
    • 14. Shopping is a serious matter <ul><li>97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009 </li></ul><ul><li>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 </li></ul>
    • 15. <ul><li>The number of women over 55 on Facebook almost double the number of men over 55 on Facebook today </li></ul><ul><li>Source: http://www. insidefacebook .com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/ </li></ul>15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 16. Women and social networks <ul><li>48% of (US women) respondents reported belonging to four or more social networks. Source: The Power of Social Networking for Women, ShesConnected, August 2009 </li></ul><ul><li>83% </li></ul><ul><li>73% </li></ul><ul><li>55% </li></ul><ul><li>41% </li></ul>89% 24% 12% 59% of Belgian online has a profile on one or more social networks. Source: Belgian Women Online, InSites, April 2009
    • 17. InSites Field Research commissioned by Sanoma Magazines Belgium <ul><li>Period: April 2009 </li></ul><ul><li>Method : Online questionnaire </li></ul><ul><li>Data collection sources : </li></ul><ul><ul><li>InSites TalkToChange Community (1.010 participants) </li></ul></ul><ul><ul><li>Sanoma Magazines Belgium female sites opt-ins (1.192 participants) </li></ul></ul><ul><li>Screening & Quota </li></ul><ul><ul><li>Female only </li></ul></ul><ul><ul><li>Age 18-65 + representative for female online population (BIM ‘08) </li></ul></ul><ul><li>Countries and languages : Belgium (60/40 Dutch/French language) </li></ul>15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts
    • 18. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines Sanoma Sample (N = 1192) Representative Sample (N = 1010) <ul><li>70% of online women is 18-49 yrs old </li></ul><ul><li>Sanoma reaches women in all age groups </li></ul>Socio-demographic Profile Age 18-34 y.o. 35-49 y.o. 50-64 y.o.
    • 19. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines Socio-demographic Profile Kids Sanoma Sample (N = 1192) Representative Sample (N = 1010) <ul><li>About 40% of online women are moms </li></ul><ul><li>Sanoma reaches an equal proportion of moms </li></ul>
    • 20. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Profile Usage Moments <ul><li>On an average day … </li></ul><ul><ul><li>Almost 30% uses the internet before leaving to work/school </li></ul></ul><ul><ul><li>90% access the net after having dinner </li></ul></ul><ul><ul><li>20% use it after midnight as well </li></ul></ul>
    • 21. Internet Profile Usage Moments 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines Sanoma Sample (N = 1192) Representative Sample (N = 1010) % Op een gemiddelde dag in de week ... gebruik ik het internet ... 50 - 64 18 – 34 35 - 49 18 – 34 18 – 34 18 – 34 18 – 34
    • 22. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines Internet Activities Top 10 activities of women online (%weekly usage) <ul><li>Sending e-mails (private) – 90% </li></ul><ul><li>Online banking – 66% </li></ul><ul><li>Visiting news sites – 62% </li></ul><ul><li>Leisure surfing – 61% </li></ul><ul><li>General information search – 55% </li></ul><ul><li>Sending e-mails (work related) – 52% </li></ul><ul><li>Logging in to social network – 43% </li></ul><ul><li>Gaming – 39% </li></ul><ul><li>Chatting or instant messaging – 34% </li></ul><ul><li>General information about products or services – 32% </li></ul>Representative Sample (N = 1010)
    • 23. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines <ul><li>90% of internet users use the internet to search for information that is not easily available elsewhere. </li></ul><ul><li>80% use it to search information about products and services </li></ul><ul><li>75% use it to compare different product alternatives. </li></ul>General Information about Products & Services (32% Weekly ) Internet Motivations
    • 24. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines General Information Search (55% Weekly ) Top 10 Most Consulted Topics (% monthly usage) <ul><li>General news items – 83% </li></ul><ul><li>Healthcare – 78% </li></ul><ul><li>Cooking & Recipes – 76% </li></ul><ul><li>Travel – 67% </li></ul><ul><li>Food – 63% </li></ul><ul><li>Clothing & fashion – 62% </li></ul><ul><li>Home, garden & decoration – 60% </li></ul><ul><li>Movies & music – 59% </li></ul><ul><li>Personal body care – 54% </li></ul><ul><li>Finance & banking – 49% </li></ul>Representative Sample (N = 1010) In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)
    • 25. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Segmentation 4 Segments Inexperienced Surfers 14% Social Explorers 22% Functional Surfers 32% Internet Adepts 32% Representative Sample (N = 1010)
    • 26. 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Segmentation 4 Segments - Attitudes Inexperienced Surfers 14% Social Explorers 22% Representative Sample 100% Functional Surfers 32% Internet Adepts 32% Representative Sample (N = 1010) I feel at ease online I think it is fun to surf around on the net I think it is cozy to meet people online I sometimes help other people online I inform myself online before making a (somewhat) important purchase 69% 24% 40% 81% 96% 65% 16% 76% 50% 90% 45% 6% 54% 19% 81% 36% 14% 33% 24% 60% 72% 34% 46% 89% 90%
    • 27. www.targetwomen.be
    • 28. Thank you. c. [email_address] .be

    ×