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Understand Women’s Digital Behaviour - EBriks Infotech

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Understand Women’s Digital Behaviour - EBriks Infotech

Understand Women’s Digital Behaviour - EBriks Infotech

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  • 1. women’s Understanding digital behaviour An overview of the female digital world credits: Flickr/Marco Gomes 1
  • 2. “Why are women such bad networkers?” [ Women are not natural networkers... ] Article published in The Sunday Times – March 2010 2
  • 3. women love digital [ Women  are not natural networkers... ] social 3
  • 4. women   digital “women are a digital mainstream” ComScore study – Women are shaping the internet -June 2010 4
  • 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. 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. 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. women   digital using... 8
  • 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. 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. women   digital they look for... 11
  • 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. 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. women   digital ... and shopping 14
  • 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. 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. 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. women   digital Men spend on average £600* more than women online Paypal study – (*) Average spend in the last 6 months in 2009 18
  • 19. women   digital But... 19
  • 20. women   digital ...females quite often shop for the entire family 20
  • 21. women   digital ...females love to share content and experiences  Women are not natural social networkers advocates 21
  • 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. women   digital Who are But...women and these how do they behave online? 23
  • 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. women   digital The connectors [ ] All about me 25
  • 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. women   digital What are some of their main interests? 27
  • 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. 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. 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. women   digital The nurturers [ All about others ] 31
  • 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. 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. 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. 35-50 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. women   digital The explorers [ ] Rediscovering me 36
  • 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. 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. 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. 54-64 years old Genealogy Top sites visited by Explorers are clustered around genealogy links Source: iCrossing- Google data - Sep 2010 40
  • 41. women   digital All this means... 41
  • 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. 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. 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. women   digital So, what else drives interest? 45
  • 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. women   digital Mobile is also changing women’s behaviour 47
  • 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. 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. 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. women   digital However... 51
  • 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. 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. 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. women   digital However it seems some companies don’t know how to cope with this potential 55
  • 56. women   digital Digitally [connected ]? 56
  • 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. women   digital Digitally[engaged] with females? 58
  • 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. women   digital What’s next ... 60
  • 61. women   digital Traditional retailers need to ensure they are: visible Capturing pre-qualified consumer interest Useful Desirable 61
  • 62. women   digital Traditional retailers need to ensure they are: Increasing brand awareness through a strong and consistent online presence connected Engaged 62
  • 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. Thank you. www.icrossing.co.uk results@icrossing.co.uk 01273 827 700 Nuria Sadurni – Head of Research &Insight - September 2010 64