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Women and The Social Web <ul><li>Anne Hunter, VP Advertising Effectiveness, comScore, Inc. </li></ul><ul><li>February 2, 2...
<ul><li>Are men or women more engaged on the Web? </li></ul>
Although men are in the majority across the global Web, women spend about 8% more time online. <ul><li>Worldwide Audience ...
<ul><li>Are men or women purchasing more online? </li></ul>
Divas Drive Dollars <ul><li>U.S. Consumers, Non-Travel Internet Purchases, February 2010 </li></ul><ul><li>Source: comScor...
<ul><li>How do Women use Social Media? </li></ul>
Around the globe, women dominate the “Social Web.” <ul><li>Worldwide Audience (15+ accessing from Work or Home), April 201...
Twitter Reaches a Higher Percentage of Women World Wide  Worldwide % Reach
Women Are Spending More Time With Facebook Worldwide <ul><li>Males </li></ul><ul><li>47% reach worldwide </li></ul><ul><li...
<ul><li>How do Moms Use the Social Web? </li></ul>
Moms Are Heavy Consumers of Social Media and Over Represented on Most U.S. Social Media Sites <ul><li>comScore Dec, 2011 (...
Moms Spend More Time with Blogs in the U.S. <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in th...
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… <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the hom...
<ul><li>The Potential for Growth </li></ul>
One Word: Mobile Women Lag on Smartphone Usage <ul><li>comScore MobiLens U.S. and EU5 (France, Germany, Italy, Spain and U...
<ul><li>Marketer Impact </li></ul>
Social Media is the Fastest Growing Source of Ad Impressions
In Sales Categories Dominated by Women, the Web Works <ul><li>*BehaviorScan® tests conducted over one-year period and refl...
Metrics to Measure Moms <ul><li>#1 Know who you are engaging, are they moms? Coupon moms? Convenience moms? Tiger moms? </...
The Future: Women are just getting started, but are already shaping the web in important ways The Internet: It’s Women’s W...
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Anne hunter

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Transcript of "Anne hunter"

  1. 1. Women and The Social Web <ul><li>Anne Hunter, VP Advertising Effectiveness, comScore, Inc. </li></ul><ul><li>February 2, 2011 </li></ul>
  2. 2. <ul><li>Are men or women more engaged on the Web? </li></ul>
  3. 3. Although men are in the majority across the global Web, women spend about 8% more time online. <ul><li>Worldwide Audience (15+ accessing from Work or Home), April 2010 </li></ul><ul><li>Source: comScore Media Metrix Worldwide </li></ul>Global Internet Population, 18+ Total Time Spent Online 45.7% women 54.3% men 22.9 hrs 24.8 hrs +8%
  4. 4. <ul><li>Are men or women purchasing more online? </li></ul>
  5. 5. Divas Drive Dollars <ul><li>U.S. Consumers, Non-Travel Internet Purchases, February 2010 </li></ul><ul><li>Source: comScore e-Commerce Report </li></ul>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
  6. 6. <ul><li>How do Women use Social Media? </li></ul>
  7. 7. Around the globe, women dominate the “Social Web.” <ul><li>Worldwide Audience (15+ accessing from Work or Home), April 2010 </li></ul><ul><li>Source: comScore Media Metrix Worldwide </li></ul>Globally, women spend an average of 16.3% of their time on social networks, compared to only 11.7% for the men.
  8. 8. Twitter Reaches a Higher Percentage of Women World Wide Worldwide % Reach
  9. 9. Women Are Spending More Time With Facebook Worldwide <ul><li>Males </li></ul><ul><li>47% reach worldwide </li></ul><ul><li>8.9 minutes spent per visit </li></ul><ul><li>27.7 pages viewed per visit </li></ul><ul><li>Females </li></ul><ul><li>54% reach worldwide </li></ul><ul><li>10.4 minutes spent per visit </li></ul><ul><li>31.5 pages viewed per visit </li></ul>
  10. 10. <ul><li>How do Moms Use the Social Web? </li></ul>
  11. 11. Moms Are Heavy Consumers of Social Media and Over Represented on Most U.S. Social Media Sites <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home) </li></ul>
  12. 12. Moms Spend More Time with Blogs in the U.S. <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home) </li></ul>
  13. 13. Social Media Usage by Moms is Growing while Other Digital Forms of Connection are Starting to Decline in the U.S.
  14. 14. Social Commerce Among Moms is Growing… <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home) </li></ul>But they only make up 15% of visitors to these sites in the U.S.
  15. 15. <ul><li>The Potential for Growth </li></ul>
  16. 16. One Word: Mobile Women Lag on Smartphone Usage <ul><li>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 </li></ul>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.
  17. 17. <ul><li>Marketer Impact </li></ul>
  18. 18. Social Media is the Fastest Growing Source of Ad Impressions
  19. 19. In Sales Categories Dominated by Women, the Web Works <ul><li>*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. </li></ul>
  20. 20. Metrics to Measure Moms <ul><li>#1 Know who you are engaging, are they moms? Coupon moms? Convenience moms? Tiger moms? </li></ul><ul><li>Ask– moms are often more responsive, so ask qualitative questions and listen to them talk about quality </li></ul><ul><li>Women are barraged, but can be more engaged </li></ul><ul><li>Measure your social messaging in advance, creative matters, they are predictors of virality </li></ul><ul><li>Recognize challenges of scale, need to balance small but vocal influentials vs. mass consumers in choosing metrics </li></ul><ul><ul><li>Brand sales is mass </li></ul></ul><ul><ul><li>Brand fan pages are influential </li></ul></ul>
  21. 21. 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 .
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