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Yahoo! What Women Want

by Laura Chaibi on Nov 10, 2010

3,318 views

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Business & Mgmt

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health social networking communication trust internet research online entertainment laura chaibi creativity websites lifestyle top womens categories online yahoo editorial women dream+ marketing wish desire insight

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Favorites: 6
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Comments: 1
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Total Views: 3,318

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jérémy DUMONT , jeremy dumont is HEAD OF DIGITAL (ex strategic planner for pourquoitucours) at IPSOS ASI - DIGITAL ADVERTISING would you consider presenting this slideshare in paris = http://www.paris20.psst.pro ? 8 months ago Reply
Are you sure you want to Yes No

bigger than MSN (by 500k)2x bigger than AOLcatching ivillage (500k)
We may all be women, however every women is different and we have spent the last 3 years listening to what women want, need and don’t need but want!We’ve conducted:2 segmentation studies EU / GlobalSeveral qualitatative studies to understand various groups of women mainly around life stageAnd quant studies to understand what women want (and how many) for content, tone of voice and editorial style EIAA mediascope study 6 years – women’s focus in the last 3
We may all be women, however every women is different and we have spent the last 3 years listening to what women want, need and don’t need but want!We’ve conducted:2 segmentation studies EU / GlobalSeveral qualitatative studies to understand various groups of women mainly around life stageAnd quant studies to understand what women want (and how many) for content, tone of voice and editorial style
Sample composition a combination of online panel with a booster sample on Yahoo! all weighted back to the Comscore universe
EU Profilewith kids (d)54%no kids (e)46%with kids under 3 (f)20%with kids 4-11 (g)24%with kids 12+ (h)26%Young & single (i)22%Planning a baby (j)15%Working mums (k)37%Working mums with kids 0to3 (l)12%Working mums with kids 4to11 (m)16%Working mums with kids 12+ (n)18%Single working mums (o)6%new mums to be (p)7%
The goal: to appeal to everyone while alienating no one on the lifestyle channel.
Lifestyle choices could be:Pro-activeReactiveSituational (especially for mums gearing up for another child – over 1 in 4!)
30% trust Nannies (FR 45% / ES 17% women)Chemist 66% - just as trustworth as doctor /specialist
71% of italians
womenThe cost of everyday life (e.g. food, rent/mortgage etc.) 45%Body image/weight issues43%My job/career42%Health issues (women specific)40%Stress36%Personal appearance34%Personal finance (e.g. credit cards, loans)33%Relationships (love/partners)29%Work/life balance28%The wellbeing of your child/ren (e.g. health, education etc.)19%
womenThe cost of everyday life (e.g. food, rent/mortgage etc.) 45%Body image/weight issues43%My job/career42%Health issues (women specific)40%Stress36%Personal appearance34%Personal finance (e.g. credit cards, loans)33%Relationships (love/partners)29%Work/life balance28%The wellbeing of your child/ren (e.g. health, education etc.)19%
Consumption: Includes shopping online, downloading and using applications, watching video or On Demand TV and downloading music and filmsCommunication: Includes web-based email and social networkingCreation: Includes contributing to a blog, creating or sharing content online and sharing digital photos
Personal contacts: Young and single (139), Working mums with kids under 3 (132)Tweeting: New mums to be (122) and Young and single(119) most likely to use TwitterFrench women who have professional connections have a higher number of contacts than women who have social contacts (106 vs 89)

6 Favorites

TOP Charoenratvorakul at TRUE Digital Content & Media Co., Ltd. 7 months ago
Catherine Lautier , Business intelligence director at DDB Paris 8 months ago
Christophe Pelletier , Directeur associé Euro RSCG C&O, ex Directeur de la communication at Euro RSCG C&O, Yahoo! France (2007-2011), i&e Consultants (1996-2007), Porternovelli (1995) Tags dream+ desire women wish 1 year ago
Sanne Walvisch , Independent Digitalista at @SanneW 1 year ago
Ville Vainamo , Digital Strategist Tags women insight marketing 1 year ago
Vera Cheng at wwwinsisobar 1 year ago

Yahoo! What Women Want — Presentation Transcript

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