women’s

Understanding
digital behaviour

An overview of the female digital world
credits: Flickr/Marco Gomes

1
“Why are women such bad
networkers?”
[ Women

are not natural networkers...

]

Article published in The Sunday Times – Ma...
women love digital
[ Women



are not natural networkers...

]

social

3
women   digital

“women are a digital
mainstream”
ComScore study – Women are shaping the internet

-June 2010

4
women   digital

51%

of UK internet
users are female

19.9

million

(*)

Source: UKOM APS and The Nielsen Company, "Th...
women   digital

76% of UK females check
the internet every day

(*) Age 16+ In the last 3 months. Source: Office for Na...
women   digital

Females spend an average
of 50 * minutes online per
day

ComScore data – Women are shaping the internet...
women   digital

using...

8
Mobile wireless

25% of women in the UK accessed mobile
wireless (*)
credits: Flickr/RozRoz

(*) In the last 3 months. Sou...
laptop wireless outside
work/home

22% of women in the UK accessed laptop
wireless connection away from home/work
credits:...
women   digital

they look for...

11
women   digital

...friendship

19.869.540

19,869,540 female UK Facebook users
Source: Facebook. (age 16+) - Sep 2010

...
women   digital

27%

(18-25 years old)

22%
18%

(35-44 years old)

14%
8%

(26-34 years old)

(45-54 years old)

(55-6...
women   digital

... and shopping

14
Clothing and
Sporting

57%
credits: Flickr/Yourdon

shop online for clothes and sporting goods

Source: Office for Nationa...
Music and Films

47%
credits: Flickr/mastakilla

shop online for music and films

Source: Office for National Statistics (...
Travel
accommodation

44%
credits: Flickr/Yourdon

shop online for travel accommodation

Source: Office for National Stati...
women   digital

Men spend on average £600*
more than women online
Paypal study – (*) Average spend in the last 6 months...
women   digital

But...

19
women   digital

...females quite often shop
for the entire family

20
women   digital

...females love to share
content and experiences



Women are not natural social networkers

advocates...
Follow celebrities

(18%)*

Conversations with
other users

(18%)*

Follow business
sales and

promotions

(16%)*

32% of ...
women   digital

Who are But...women and
these
how do they behave online?

23
The connector*
The explorer*

The nurturer*

Women make up around
users within the UK

51% of Facebook

Source: Facebook. ...
women   digital

The connectors
[ ]

All about me

25
18-34 years old

feel confident using social
media
optimistic
‘keeps up’ with what’s going on
High levels of aspiration

6...
women   digital

What are some of their
main interests?

27
18-34 years old

Beauty
Weight Loss
Spa Breaks
Skin Care

Career Advice
Celeb News/Gossip
Cooking/Recipes

Sex Tips/Advice...
18-34 years old
Beauty
Handbags

Celeb News/Gossip

...female quite often shop
for the entire family
Relationship/Dating
A...
18-34 years old

Pregnancy

Beauty

Retailer

Top sites visited by Connectors are clustered
around pregnancy, beauty and r...
women   digital

The nurturers
[

All about others

]

31
35-50 years old
positive and upbeat

needs relief from the
challenges of daily life
manages and navigates busy
lifestyle

...
35-50 years old

Beauty
Weight Loss
Spa Breaks
Skin Care

Career Advice
Celeb News/Gossip
Cooking/Recipes

Sex Tips/Advice...
women   digital
35-50 years old
Beauty
Handbags

Celeb News/Gossip

Relationship/Dating
Advice

Career Advice

Cooking/R...
35-50 years old

Cooking

Beauty

Parenting

Top sites visited by Nurturers are clustered
around cooking, beauty and paren...
women   digital

The explorers
[ ]

Rediscovering me

36
51-64 years old
Reconnect with social groups

Increased
wisdom

feels fulfilled and
entertained with
social media

10% (3,...
51-64 years old

Beauty
Weight Loss
Spa Breaks
Skin Care

Sex Tips/Advice

Career Advice
Celeb News/Gossip
Cooking/Recipes...
women   digital
51-64 years old
Beauty
Handbags

Celeb News/Gossip

Relationship/Dating
Advice

Career Advice

Cooking/R...
54-64 years old

Genealogy

Top sites visited by Explorers are clustered
around genealogy links
Source: iCrossing- Google ...
women   digital

All this means...

41
Search = my interests

Celebrit
y Gossip

Career
advice

Manicure
&
Pedicure

Skin
care

Beauty
Weight Loss
Spa Breaks
Ski...
Social Media =

Cooking
Recipes

our interests

Cooking
Recipes

Fashion

Cooking
Recipes

Fashion

Beauty
Beauty
Handbags...
Pregnancy

Cooking

Beauty

Beauty

Retailer

Genealogy

Parenting

Also top sites by Unique Visitors in the UK change
acc...
women   digital

So, what else drives
interest?

45
3.69 %
Promotions

0.44 %
Promotions

0.12 %
Promotions

0.23 %
Sales

0.06 %
Sales

0.04 %
Sales

0.01 %
Discount
Voucher...
women   digital

Mobile is also changing
women’s behaviour

47
Mobile search

Desktop search









Mobile search

Mobile search only represented 1% of the total
number of searche...
Desktop = Compare + Buy

Handbags
Make up
Perfume /Fragances
Skin Care
Hair Care
Spa breaks
Fashion
Manicure/Pedicure

Mob...
women   digital

Average duration of video
usage is twice that for men
as for women
ComScore study – Source: March 2010 ...
women   digital

However...

51
Women spend a much higher share
of their time watching videos
on YouTube than men

33% is the YouTube Share of Total Video...
Hair

Face

Body

18-34 years olds account for 87% total YouTube
views for Beauty and Fitness
credits: Flickr/re_

Source:...
Top video interests
Fashion
Top YouTube interests

Gifts

Apparel

Toys

95% of women interested in Online Communities
are...
women   digital

However it seems some
companies don’t know how to
cope with this potential

55
women   digital

Digitally [connected ]?

56
250,000

200,000
150,000

Monthly
[ search volume(*)]

100,000
50,000
0

laptop wireless outside
work/home
25,000

[Social...
women   digital

Digitally[engaged] with
females?

58
Low
engagement

High
engagement

Although influence is remarkable, only few sites
have reached high audience engagement
So...
women   digital

What’s next ...

60
women   digital
Traditional retailers need to ensure they are:
visible

Capturing pre-qualified

consumer

interest

Use...
women   digital
Traditional retailers need to ensure they are:
Increasing brand
awareness through a
strong and consisten...
women   digital

“The great question that has never
been answered, and which I have
not yet been able to answer, despite...
Thank you.

www.icrossing.co.uk
results@icrossing.co.uk
01273 827 700

Nuria Sadurni – Head of Research &Insight - Septemb...
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Understand Women’s Digital Behaviour - EBriks Infotech

  1. 1. women’s Understanding digital behaviour An overview of the female digital world credits: Flickr/Marco Gomes 1
  2. 2. “Why are women such bad networkers?” [ Women are not natural networkers... ] Article published in The Sunday Times – March 2010 2
  3. 3. women love digital [ Women  are not natural networkers... ] social 3
  4. 4. women   digital “women are a digital mainstream” ComScore study – Women are shaping the internet -June 2010 4
  5. 5. women   digital 51% of UK internet users are female 19.9 million (*) Source: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010 (*) Estimated UK internet users - E-marketer data - Feb 2010 5
  6. 6. women   digital 76% of UK females check the internet every day (*) Age 16+ In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 6
  7. 7. women   digital Females spend an average of 50 * minutes online per day ComScore data – Women are shaping the internet (*) Average 25 hours- Europe data - April 2010 7
  8. 8. women   digital using... 8
  9. 9. Mobile wireless 25% of women in the UK accessed mobile wireless (*) credits: Flickr/RozRoz (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 9 2010: Households and Individuals," August 27, 2010
  10. 10. laptop wireless outside work/home 22% of women in the UK accessed laptop wireless connection away from home/work credits: Flickr/RozRoz (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet 10 Access 2010: Households and Individuals," August 27, 2010
  11. 11. women   digital they look for... 11
  12. 12. women   digital ...friendship 19.869.540 19,869,540 female UK Facebook users Source: Facebook. (age 16+) - Sep 2010 credits: Flickr/JulianaCoutinho 12
  13. 13. women   digital 27% (18-25 years old) 22% 18% (35-44 years old) 14% 8% (26-34 years old) (45-54 years old) (55-65 years old) Source: Facebook as cited by Inside Facebook, June 8, 2010 13
  14. 14. women   digital ... and shopping 14
  15. 15. Clothing and Sporting 57% credits: Flickr/Yourdon shop online for clothes and sporting goods Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 15
  16. 16. Music and Films 47% credits: Flickr/mastakilla shop online for music and films Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 16
  17. 17. Travel accommodation 44% credits: Flickr/Yourdon shop online for travel accommodation Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 17
  18. 18. women   digital Men spend on average £600* more than women online Paypal study – (*) Average spend in the last 6 months in 2009 18
  19. 19. women   digital But... 19
  20. 20. women   digital ...females quite often shop for the entire family 20
  21. 21. women   digital ...females love to share content and experiences  Women are not natural social networkers advocates 21
  22. 22. Follow celebrities (18%)* Conversations with other users (18%)* Follow business sales and promotions (16%)* 32% of UK Twitter users are women credits: Flickr/carola rieger photography Source: Google-Traffic only from Twitter.com / (*) Source: ComScore Survey, April 2010 – Global female population 22
  23. 23. women   digital Who are But...women and these how do they behave online? 23
  24. 24. The connector* The explorer* The nurturer* Women make up around users within the UK 51% of Facebook Source: Facebook. (age 16+) - Sep 2010 / (*) NatMags Research credits: Flickr/Yourdon 24
  25. 25. women   digital The connectors [ ] All about me 25
  26. 26. 18-34 years old feel confident using social media optimistic ‘keeps up’ with what’s going on High levels of aspiration 60%(7,207,520 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data credits: Flickr/Yourdon 26
  27. 27. women   digital What are some of their main interests? 27
  28. 28. 18-34 years old Beauty Weight Loss Spa Breaks Skin Care Career Advice Celeb News/Gossip Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Hair Care Manicure/Pedicure Make Up Hair Styles Handbags The Connectors have a curious nature and search around lots of different topics Source: iCrossing - Data sep 2010- Research for selected women categories 28
  29. 29. 18-34 years old Beauty Handbags Celeb News/Gossip ...female quite often shop for the entire family Relationship/Dating Advice Career Advice Cooking/Recipes Skin Care Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Main Facebook interests for Connectors are Fashion and Cooking Recipes Source: iCrossing – Facebook data (age 16+) - Sep 2010 29
  30. 30. 18-34 years old Pregnancy Beauty Retailer Top sites visited by Connectors are clustered around pregnancy, beauty and retail Source: iCrossing- Google data - Sep 2010 30
  31. 31. women   digital The nurturers [ All about others ] 31
  32. 32. 35-50 years old positive and upbeat needs relief from the challenges of daily life manages and navigates busy lifestyle feel supported using social media 30% (3,512,480 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data credits: Flickr/RaulA 32
  33. 33. 35-50 years old Beauty Weight Loss Spa Breaks Skin Care Career Advice Celeb News/Gossip Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Manicure/Pedicure Make Up Hair Care Hair Styles Handbags The Nurturer is a busy person therefore, search interest is far more polarised Source: iCrossing - Data sep 2010- Research for selected women categories 33
  34. 34. women   digital 35-50 years old Beauty Handbags Celeb News/Gossip Relationship/Dating Advice Career Advice Cooking/Recipes Skin Care Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Main Facebook interests for Nurturers are mainly Cooking Recipes and Fashion Source: iCrossing – Facebook data (age 16+) - Sep 2010 34
  35. 35. 35-50 years old Cooking Beauty Parenting Top sites visited by Nurturers are clustered around cooking, beauty and parenting Source: iCrossing- Google data - Sep 2010 35
  36. 36. women   digital The explorers [ ] Rediscovering me 36
  37. 37. 51-64 years old Reconnect with social groups Increased wisdom feels fulfilled and entertained with social media 10% (3,512,480 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data credits: Flickr/Peter 37
  38. 38. 51-64 years old Beauty Weight Loss Spa Breaks Skin Care Sex Tips/Advice Career Advice Celeb News/Gossip Cooking/Recipes Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Manicure/Pedicure Make Up Hair Care Hair Styles Handbags The Explorer has search interest around hair care and cooking/recipes Source: iCrossing - Data sep 2010- Research for selected women categories 38
  39. 39. women   digital 51-64 years old Beauty Handbags Celeb News/Gossip Relationship/Dating Advice Career Advice Cooking/Recipes Skin Care Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Main Facebook interest for Explorers is primarily Cooking /Recipes Source: iCrossing – Facebook data (age 16+) - Sep 2010 39
  40. 40. 54-64 years old Genealogy Top sites visited by Explorers are clustered around genealogy links Source: iCrossing- Google data - Sep 2010 40
  41. 41. women   digital All this means... 41
  42. 42. Search = my interests Celebrit y Gossip Career advice Manicure & Pedicure Skin care Beauty Weight Loss Spa Breaks Skin Care Perfume/Fragrance Manicure/Pedicure Make Up Cooking Recipes Beauty Career Advice Weight Loss Celeb News/Gossip Spa Breaks Cooking/Recipes Sex Tips/Advice Relationship/Dating Advice Hair care Beauty Diet/Weight Loss Fashion Hair Care Hair Styles Handbags Skin Care Beauty Career Advice Weight Loss Celeb News/Gossip Cooking/Recipes Sex Tips/Advice Relationship/Dating Advice Diet/Weight Loss Fashion Career Advice Spa Breaks Celeb News/Gossip Skin Care Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Perfume/Fragrance Manicure/Pedicure Make Up Handbags Hair Care Hair Care Hair Styles Handbags Manicure/Pedicure Make Up Hair Styles Handbags Women have different online interests according to different stages of their life Source: iCrossing - Data sep 2010- Research for selected women categories 42
  43. 43. Social Media = Cooking Recipes our interests Cooking Recipes Fashion Cooking Recipes Fashion Beauty Beauty Handbags Handbags Beauty Handbags Celeb News/Gossip Celeb News/Gossip Celeb News/Gossip Relationship/Dating Advice Career Advice Relationship/Datin Advice Relationship/Dating Career Advice Advice Career Advice Cooking/Recipes Cooking/Recipes Skin Care Cooking/Recipes Skin Care Skin Care Manicure/Pedicure Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Manicure/Pedicure Make Up Make Up Fashion Fashion Perfume/Fragrance Perfume/Fragrance Diet/Weight Loss Diet/Weight Loss But socially have some online interests in common amongst them Source: iCrossing – Facebook data (age 16+) - Sep 2010 43
  44. 44. Pregnancy Cooking Beauty Beauty Retailer Genealogy Parenting Also top sites by Unique Visitors in the UK change according to different age range group Source: iCrossing- Google data - Sep 2010 44
  45. 45. women   digital So, what else drives interest? 45
  46. 46. 3.69 % Promotions 0.44 % Promotions 0.12 % Promotions 0.23 % Sales 0.06 % Sales 0.04 % Sales 0.01 % Discount Vouchers 0.01 % Discount Vouchers 0.00 % Discount Vouchers Promotions are the top discount interest on Facebook Source: iCrossing- Facebook data - Sep 2010 46
  47. 47. women   digital Mobile is also changing women’s behaviour 47
  48. 48. Mobile search Desktop search     Mobile search Mobile search only represented 1% of the total number of searches analysed Source: iCrossing - Data sep 2010- Research for selected women categories 48
  49. 49. Desktop = Compare + Buy Handbags Make up Perfume /Fragances Skin Care Hair Care Spa breaks Fashion Manicure/Pedicure Mobile = Get advice Hair style Cooking/Recipes Beauty Sex tips/ Advice Diet/Weight Loss Celeb News/ Gossip Career Advice Relationship/Dating advice 88% of browsed data analysed was ‘advice related’ using mobile whereas only 31% was desktop credits: Flickr/dyobmit Source: iCrossing - Data sep 2010- Research for selected women categories 49
  50. 50. women   digital Average duration of video usage is twice that for men as for women ComScore study – Source: March 2010 -Source: Video Metrix 50
  51. 51. women   digital However... 51
  52. 52. Women spend a much higher share of their time watching videos on YouTube than men 33% is the YouTube Share of Total Video amongst female in the UK credits: Flickr/Johan Larsson Source: ComScore- March 2010 VideoMetrix 52
  53. 53. Hair Face Body 18-34 years olds account for 87% total YouTube views for Beauty and Fitness credits: Flickr/re_ Source: iCrossing - YouTubeData sep 2010- Research for selected women categories 53
  54. 54. Top video interests Fashion Top YouTube interests Gifts Apparel Toys 95% of women interested in Online Communities are between 18-34 years old credits: Flickr/ informatique Source: iCrossing - YouTubeData sep 2010- Research for selected women categories 54
  55. 55. women   digital However it seems some companies don’t know how to cope with this potential 55
  56. 56. women   digital Digitally [connected ]? 56
  57. 57. 250,000 200,000 150,000 Monthly [ search volume(*)] 100,000 50,000 0 laptop wireless outside work/home 25,000 [Social Media advocates (*)] 20,000 15,000 Facebook Fans 10,000 Twitter Followers 5,000 0 Few cosmetic brands have achieved a connected digital approach Source: iCrossing - Example of Research for Cosmetic Brands 57
  58. 58. women   digital Digitally[engaged] with females? 58
  59. 59. Low engagement High engagement Although influence is remarkable, only few sites have reached high audience engagement Source: iCrossing - Example of Research for women sites (*) Data September 2010 59
  60. 60. women   digital What’s next ... 60
  61. 61. women   digital Traditional retailers need to ensure they are: visible Capturing pre-qualified consumer interest Useful Desirable 61
  62. 62. women   digital Traditional retailers need to ensure they are: Increasing brand awareness through a strong and consistent online presence connected Engaged 62
  63. 63. women   digital “The great question that has never been answered, and which I have not yet been able to answer, despite my thirty years of research into the feminine soul, is “What does a woman want?” Sigmund Freud – Life and Work 63
  64. 64. Thank you. www.icrossing.co.uk results@icrossing.co.uk 01273 827 700 Nuria Sadurni – Head of Research &Insight - September 2010 64
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