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    Anne hunter Anne hunter Presentation Transcript

    • Women and The Social Web
      • Anne Hunter, VP Advertising Effectiveness, comScore, Inc.
      • February 2, 2011
      • Are men or women more engaged on the Web?
    • Although men are in the majority across the global Web, women spend about 8% more time online.
      • Worldwide Audience (15+ accessing from Work or Home), April 2010
      • Source: comScore Media Metrix Worldwide
      Global Internet Population, 18+ Total Time Spent Online 45.7% women 54.3% men 22.9 hrs 24.8 hrs +8%
      • Are men or women purchasing more online?
    • Divas Drive Dollars
      • U.S. Consumers, Non-Travel Internet Purchases, February 2010
      • Source: comScore e-Commerce Report
      Transactions Dollars In the U.S., women are more avid online buyers than men: 12.5% of women Internet users made an online purchase in February 2010, compared to 9.3% of men. Women Men
      • How do Women use Social Media?
    • Around the globe, women dominate the “Social Web.”
      • Worldwide Audience (15+ accessing from Work or Home), April 2010
      • Source: comScore Media Metrix Worldwide
      Globally, women spend an average of 16.3% of their time on social networks, compared to only 11.7% for the men.
    • Twitter Reaches a Higher Percentage of Women World Wide Worldwide % Reach
    • Women Are Spending More Time With Facebook Worldwide
      • Males
      • 47% reach worldwide
      • 8.9 minutes spent per visit
      • 27.7 pages viewed per visit
      • Females
      • 54% reach worldwide
      • 10.4 minutes spent per visit
      • 31.5 pages viewed per visit
      • How do Moms Use the Social Web?
    • Moms Are Heavy Consumers of Social Media and Over Represented on Most U.S. Social Media Sites
      • comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)
    • Moms Spend More Time with Blogs in the U.S.
      • comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)
    • Social Media Usage by Moms is Growing while Other Digital Forms of Connection are Starting to Decline in the U.S.
    • Social Commerce Among Moms is Growing…
      • comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)
      But they only make up 15% of visitors to these sites in the U.S.
      • The Potential for Growth
    • One Word: Mobile Women Lag on Smartphone Usage
      • comScore MobiLens U.S. and EU5 (France, Germany, Italy, Spain and U.K.) 3 months average ending April 2009 to 3 months average ending April 2010
      Smartphone Share: Men vs. Women Mobile Internet usage (browsing, apps, and email) skew 65-70% male—most likely driven by more barriers to data plans.
      • Marketer Impact
    • Social Media is the Fastest Growing Source of Ad Impressions
    • In Sales Categories Dominated by Women, the Web Works
      • *BehaviorScan® tests conducted over one-year period and reflect CPG ad campaigns’ typical reach while the comScore studies were conducted over a three-month period and reflect a 40% household Internet reach against target.
    • Metrics to Measure Moms
      • #1 Know who you are engaging, are they moms? Coupon moms? Convenience moms? Tiger moms?
      • Ask– moms are often more responsive, so ask qualitative questions and listen to them talk about quality
      • Women are barraged, but can be more engaged
      • Measure your social messaging in advance, creative matters, they are predictors of virality
      • Recognize challenges of scale, need to balance small but vocal influentials vs. mass consumers in choosing metrics
        • Brand sales is mass
        • Brand fan pages are influential
    • The Future: Women are just getting started, but are already shaping the web in important ways The Internet: It’s Women’s Work When women connect , they engage . When they engage , they embrace . When they embrace , they drive .