Women hold up half the sky

Women hold up half the sky IAB Displaylicious Clo Willaerts, 15 September 2009

15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts

Operating Countries Sanoma Magazines 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts

Women hold up half the sky. (Mao Tse-Tung) 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts

[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.

Source: The Soccer Mom Myth: The New Reality of Marketing to Women. Written by Michele Miller and Holly Buchanan

http://www. thesoccermommyth .com/

Men and women belong to different species and communications between them is still in its infancy.

(Bill Cosby)

In the US, 96 million males are Internet users, compared with 103 million females.

Source: http://www. emarketer .com/Report. aspx ?code=emarketer_2000574

Internet Penetration in Belgium - gender 15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © 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.

Most women own 19 pairs of shoes -- some secretly

Source: http://www. reuters .com/article/lifestyleMolt/idUSN0632859720070910

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.

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

The number of women over 55 on Facebook almost double the number of men over 55 on Facebook today

Source: http://www. insidefacebook .com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

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

InSites Field Research commissioned by Sanoma Magazines Belgium

Period: April 2009

Method : Online questionnaire

Data collection sources :

InSites TalkToChange Community (1.010 participants)

Sanoma Magazines Belgium female sites opt-ins (1.192 participants)

Screening & Quota

Female only

Age 18-65 + representative for female online population (BIM ‘08)

Countries and languages : Belgium (60/40 Dutch/French language)

15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts 15.09.09 © Sanoma Magazines Sanoma Sample (N = 1192) Representative Sample (N = 1010)

70% of online women is 18-49 yrs old

Sanoma reaches women in all age groups

Socio-demographic Profile Age 18-34 y.o. 35-49 y.o. 50-64 y.o.

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)

About 40% of online women are moms

Sanoma reaches an equal proportion of moms

15.09.09 © Sanoma Magazines Marketing to women online - Clo Willaerts Internet Profile Usage Moments

On an average day …

Almost 30% uses the internet before leaving to work/school

90% access the net after having dinner

20% use it after midnight as well

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

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)

Sending e-mails (private) – 90%

Online banking – 66%

Visiting news sites – 62%

Leisure surfing – 61%

General information search – 55%

Sending e-mails (work related) – 52%

Logging in to social network – 43%

Gaming – 39%

Chatting or instant messaging – 34%

General information about products or services – 32%

Representative Sample (N = 1010)

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

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)

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.)

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)

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%

www.targetwomen.be

Thank you. c. [email_address] .be