More here: http://advertising.microsoft.com/women-and-moms-research At Microsoft Advertising, we recently pounded the pavements of our MSN, MSNBC, Windows Live, Xbox and Mobile virtual neighborhoods to find women between the ages of 18 to 64 who were ready and willing to share their opinions. Who are they? What are they thinking about? What are they shopping for? And how do they respond to advertising? What we found is that women and moms are more than just influencers—they’re primary decision-makers across verticals. 90% of the entire sample is either the primary of shared decision-maker across all categories studied.

1. Microsoft® Advertising Women & Moms
Beyond Influence:
The New Decision-Makers

2. Microsoft Advertising sites reach 82%
of online women and moms in the US
3
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3. TaBle Of cOnTenTs
TOpic Key QuesTiOns page #
Overview Why do women matter to marketers? 1
Where are they spending their time and their money?
Profiles & Insights Who is the Microsoft Advertising Woman? 2
Mindsets What is her state-of-mind when online? 6
Lifestage How does lifestage affect her behavior? 8
Advertising Behavior What does she think about advertising? How does she take action? 10
Competitive Comparisons Why does she visit Microsoft Advertising over other choices? 10
Shopping Attitudes For what categories are women and moms primary decision-makers? 12
Conclusion Five key take-aways & recommendations 13
Appendix Methodology 13
Overview
BeyOnd Big reach
It is well-known among marketers that women and
moms influence as much as 85% of household purchases.
But it’s not just about influence anymore. Women
comprised 46.8% of the total U.S. labor force in 20081,
and for the first time ever, more women earned PhDs
than men last year2. Women are making their own
money; they’re educated; and they’re becoming primary
decision-makers across product categories. For marketers, decision-makers? They’re showing up in categories
they’ve emerged as a powerful target audience. that have typically been dominated by men: 47% of
At Microsoft Advertising, our properties attract a lot of our sample says they’re the primary decision-maker for
women and moms—82% of women online in the US,3 electronics and appliances purchases.
in fact—but we’re about much more than simply reach. Women on MSN, Windows Live, Mobile and Xbox
Over the summer of 2010, we partnered with Millward trust Microsoft Advertising’s unique combination
Brown and pounded the pavements of our MSN, of technology and media to help them accomplish
Windows Live, Xbox and Mobile virtual neighborhoods everyday tasks and stay organized, to keep them
to find women between the ages of 18-64 who were connected to friends & family and to enable them
ready and willing to share their opinions. Who are they? to relax, unwind and have fun. According to our
What are they thinking about? How do they shop? And research, their online behavior can be differentiated
how do they respond to advertising? based on the following criteria:
Some of what we discovered was expected. For • Technology use • State-of-mind
example, women who go online with the mindset of • Lifestage • Shopping Attitudes
self-improvement really love lifestyle sites, such as MSN
Lifestyle and MSN Health & Fitness. But we also had a In the following pages, we’ll take a closer look at how
few surprises. Our Empty Nesters included more women women spend time on Microsoft Advertising sites.
living green and fit lifestyles than we’d imagined, and We’ll uncover what she expects from us as technologists
even our most task-oriented group of Organizers still and as publishers—and what she expects from you
finds time to seek out entertainment online. And those as marketers.
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1
US Dept. of Labor, 2009
The Council of Graduate Schools, Washington DC, September 2010
1
2
3
comScore, August 2010

4. prOfiles & insighTs
whO is The MicrOsOfT adverTising wOMan?
Syndicated research tells us a lot about our audience: they’re online; they’re
engaged; and they have a higher buying power index than average. But it’s
when we ask women directly how they use technology and in what mindset
that things really get interesting. Based on technology usage, state-of-mind
and site visitation frequencies, we developed 5 audience profiles in order
to shed light on how our audience interacts with our sites: Tech Adopters,
Connectors, Entertainers, Organizers and Recommenders.
These are not mutually exclusive groups; many women use technology
to fulfill multiple purposes. However, these approaches aligned with
consumers’ states-of-mind when visiting a variety of Microsoft Advertising
sites. For example, women using technology to stay connected were more
likely to use Windows Live Messenger to “connect with others.”
Tech adOpTers | 23% of The ToTAl sAMple
Our Tech Adopters identify as “early adopters of technology.” They are more likely than the overall sample to
own smart phones, tablet computers (e.g., iPad), gaming consoles and eBook readers. 63% of tech adopters say
they’re primary decision-makers for technology purchases (compared to 48% of the overall sample). This
group is demographically diverse; they simply use a wider ecosystem of technology tools in their daily lives than
the rest of the sample. Marketers should expect that as this group gets even more sophisticated over time, they’ll
want connected experiences across devices.
“I’m always connected. [Hotmail is] easy-to-use and handy when sending files and pics fast.”
– Hotmail User
63%
daTa pOinT: TechnOlOgy use
TechnOlOgies Owned Or accessed regularly
Tech AdopTers overAll sAmple
Desktop 75%
73%
of tech adopters
say they’re
Laptop 74%
62%
Web-enabled
Smartphone
36%
23% primary decision-
Non Web-enabled
Wireless Phone
30%
33% makers for
Multi-media Home
Entertainment System
34%
24%
technology
Gaming Console 37% purchases.
26%
Table (iPad, etc.) 6%
3%
eBook Reader 11%
6%
Car Communication 14%
System 9%
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5. 77%
60%
of connectors use
Hotmail, everyday
Hotmail and 57%
use Messenger
to reach friends
everyday to reach
friends & family.
cOnnecTOrs | 41% of overAll sAMple
Connectors strongly agree that they rely on technology to keep them connected to friends and family, and they
use at least one Microsoft Advertising site to stay in touch. Overall, this group uses a wider range of Microsoft
Advertising sites to meet their connecting goals. They can be reached through both Hotmail and Messenger, where
they regularly interact with friends and family—77% of Connectors use Hotmail, and 57% use Messenger when
they’re in a connecting state-of-mind. Marketers should make it easy for Connectors to take the conversation outside
the ad with compelling messages and easy sharing options.
“phone andis like fast home onthrough the internet.makescan] receivesimple to staythough your cell
[Hotmail]
others at
texting
the computer, so it
[You
it fast and
the message
connected with
friends and family.” – Hotmail User
daTa pOinT: eMail & iM
eMail & iM usage
connecTors sTrongly Agree wiTh “i rely on overAll sAmple – emAil & im UsAge
Technology To keep me connecTed To Friends
And FAmily” - emAil & im UsAge
Use Hotmail to 73%
Connect with Friends 56%
Use Messenger to 53%
Connect with Friends 36%
Use Hotmail to Connect 63%
with Spouse/Other Family 47%
Use Messenger to Connect 41%
with Spouse/Other Family 27%
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6. 67%
of Entertainers
visit Microsoft
Advertising’s
entertainment sites
to relax, unwind
and have fun.
enTerTainers | 43% of overAll sAMple
Microsoft Advertising Entertainers strongly agree that they use technology as a source of entertainment, and they
visit at least one Microsoft Advertising site with the intention of having fun or unwinding. Not surprisingly, MSN
Entertainment is one of their top 5 sites: 67% of entertainers visit microsoft Advertising’s entertainment sites
to relax, unwind and have fun (MSN Entertainment, Wonderwall, MSN Movies, MSN TV, MSN Music) when in
an entertainment state-of-mind. 16% visit MSN Games at least once per day. And 6% use Xbox at least once per
day, although we expect that number to grow as Kinect extends the traditional male Xbox demographic to a wider,
female audience. 44% have gaming consoles and 32% have multi-media home entertainment systems.
“Wonderwall writers deliver their gossip with a fun type of humor, originality, stylishness and
flair... It’s entertaining!” – Wonderwall Reader
daTa pOinT: MicrOsOfT adverTising enTerTainers prefer Msn
TO geT Their enTerTainMenT fix
% Of MicrOsOfT adverTising wOMen whO sTrOngly agree
ThaT They use TechnOlOgy fOr enTerTainMenT
80%
70%
aOl
60%
yahOO
50% gOOgle
Msn
40%
faceBOOK
30%
20%
10%
0%
Entertainers
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7. OrganiZers | 28% of overAll sAMple
Organizers strongly agree that they use technology to stay organized in all aspects of their lives. They are also
likely to use at least one Microsoft Advertising site for the purpose of “getting things done,” including the MSN
Homepage, Hotmail and Bing. While not seeking out connection as actively as some of our other segments, they do
take frequent entertainment breaks and seek out self-improvement through MSN Lifestyle. 37% of organizers have
web-enabled smart phones. Get them on the go and leverage your messaging to help and inform them, but don’t
forget that they like to takes breaks for entertainment.
“Delish not only provides me with recipes, but also with other tools, like coupons and news.”
– Delish Reader
37%
daTa pOinT: OrganiZers have a higher
Tendency TO plan and research purchases
Online acrOss cpg caTegOries
caTegOry OrganiZers nOn-OrganiZers
Beauty 24%
16% of organizers have
OTC/Pharma 18%
13% web-enabled
Household Items 29%
24%
smart phones.
Groceries 20%
16%
recOMMenders | 22% of overAll sAMple
Curious, opinionated and willing to seek out more information, Recommenders strongly agree that they use technology
to share information about products on blogs and message boards. While all Microsoft Advertising women in our
sample have a high penchant for passing on advertising messages to others, Recommenders come in at nearly double
the overall sample: 39% of recommenders have suggested a brand advertised on microsoft Advertising sites to
a friend or family member. That’s significantly higher than the 7% average internet audience that passes along brand
information, according to The Nielsen Company’s recent study, “The Increasingly Connected Consumer: Connected
Devices” (October 2010). One of the most valuable audiences online, marketers should engage Recommenders as they
are seeking connection with others via Hotmail and Messenger, and on “long tail” properties such as Xbox, where they
make up a larger share of regular visitors and spend a considerable amount of time.
“I like the information and photos [on MSN Lifestyle sites]. Every day, MSN has something new to
read and watch. Its information helps me find solutions to problems… or I can help my friends.”
– MSN Lifestyle Reader
39%
daTa pOinT: % Of MicrOsOfT adverTising wOMen
& MOMs ThaT have recOMMended a Brand Based
On an adverTiseMenT They saw On Msn, windOws
live, xBOx Or MOBile
recOMMended The Brand TO friends & faMily
of recommenders
40%
40% recOMMender
have suggested a
30% nOn-recOMMenders
20%
(Overall saMple) brand advertisied
22%
10%
on Microsoft
Advertising sites.
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0% 5
(compared to 7% average internet audience)

8. prOfiles in acTiOn
hOw TO use prOfiles in yOur Media plan
We recommend utilizing the profiles to gain more
prOfile MicrOsOfT Media
insight into the motivations of Microsoft Advertising
neTwOrK BehaviOral
women and moms as you build your media plan and
TargeTs – exaMple
design creative. Our profiles also align to the behavioral
segMenTs
targets on the Microsoft Media Network, so you can
Tech Adopters • Consumer Electronics Researchers
get more granular by layering relevant targeting into
• Smart Phone Shoppers
your plan. For example, if you are marketing a film that
has recently been released to DVD, focus on reaching Connectors • Smart Phone Shoppers
Entertainers across Microsoft Advertising entertainment • Casual Gamers
sites, plus MSN Games and Xbox. Then, go even deeper Entertainers • Celebrity Gossip Fanatics
with a behavioral targeting campaign targeted to • DVD Enthusiasts
“DVD Enthusiasts.” Organizers • Health Insurance Researchers
• Airfare Seekers
Recommenders • Online Power Shoppers
• Political News Enthusiasts
whaT’s On her Mind?
MindseT MaTTers
Women on Microsoft Advertising sites go online to
fulfill three core desires:
help me entertain me
• Getting things done • Having fun
• Taking care of her and seeking
family’s needs entertainment
• Seeking opportunities • Relaxing or
to improve herself or unwinding
her lifestyle
connect me
• Connecting with others
The MSN Homepage, a broad reach property with a Lifestyle, MSN Health & Fitness and Delish. A significant
wide variety of content, was in the top five sites for segment also visits Delish to relax and to get things
every mindset. 89% of the entire sample visits the done, suggesting that Delish fulfills both aspirational
msn homepage at least a few times per week. It was and practical needs. While our entertainment sites
cited both as a place to “get things done” and a place appear when women are unwinding, women and moms
to “relax and unwind,” suggesting that it’s an effective on Microsoft Advertising sites also enjoy connecting
engagement tool for women in a variety of mindsets. with others on Hotmail to relax, suggesting that social
interaction is an important part of entertainment.
Not surprisingly, women seeking lifestyle improvements
consistently turn to MSN’s lifestyle sites, including MSN
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9. MSN Homepage, Hotmail, Messenger,
1. getting things done Bing, Delish, MSN Money
MSN Homepage, MSN Health & Fitness,
2. Taking care of my family needs Delish, MSN Money, MSNBC, Bing
help Me
3. seeking opportunities to MSN Homepage, MSN Lifestyle, Glo
improve herself or her lifestyle MSN Health & Fitness, Delish
Hotmail, Messenger,
cOnnecT Me 1. connecting with others MSN Homepage, Xbox LIVE
1. having fun or MSN Homepage, Hotmail, Messenger,
seeking entertainment Bing, Delish, MSN Money
enTerTain
Me MSN Homepage, MSN Health & Fitness,
2. relaxing or unwinding Delish, MSN Money, MSNBC, Bing
89%
For media planners, we suggest For creative, we recommend testing
focusing on sites that correspond different approaches using these
to the user’s state-of-mind while mindsets as guides. Under the
relating the site experience to your “Help me” category, try tailoring
brand messaging and campaign your marketing message to appeal
of the entire objectives. While contextual to her desire to complete tasks and
environments are important, take care of herself and her family.
sample visits the consider adding sites that may Practical elements such as coupons,
not be as obvious. For example, checklists and tips & hints can
MSN homepage CPG advertisers focusing on women attract her attention. When women
at least once who are task-oriented should also
consider sites such as Hotmail to
are in a “connect me” mindset,
know that you’re in a great place
per week. target women when they’re in a to spread a viral message; make
“getting things done” state-of-mind. sure it’s compelling enough that
she’ll want to pass it on to friends. And don’t forget to make it easy to share. When you’re reaching women in an
“entertainment” state-of-mind, you’ll want to make your message just as creative and visually stimulating as the
online environment; leverage attention-grabbing ad units, rich media and video.
freQuency siTe freQuency
100
“headline pictures and articles that arelike the
I really rely on the MSN homepage. I
of
MSN Homepage
current interest.” – MSN Reader 80
MSN
Hotmail
Many Microsoft Advertising properties can be
visitation %
News
60
characterized as being high in visitation frequency or MSN Entertainment
Bing
high in specific profile compositions. Properties such as MSN Lifestyle
MSNBC MSN Health & Fitness
MSN Autos, MSN Mobile, Glo, and Xbox LIVE have lower 40
visitation frequencies than other Microsoft properties, but Wonderwall Fox Sports
they feature a higher share of Recommenders. Marketers Delish
20
Microsoft Mobile Media
should work with their account teams to find the right mix Glo
MSN Autos
of high-reach properties, while going deeper to engage Xbox Live
0
specific high-value audiences that are more likely to pass 20 25 30 35 40
on their message to other influential audience segments. recommenders %
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10. lifesTage: yOung adulTs,
prOfessiOnals, MOMs and
eMpTy nesTers
hOw dO lifesTage deMOgraphics affecT BehaviOr?
When compiling our Microsoft Advertising profiles, we found that most were demographically diverse. Tech
Adopters, Connectors, Entertainers, Recommenders and Organizers all contain, young adults, professionals,
moms with children of all ages and Empty Nesters (boomers without children in the home). When looking at
these demographic groups, however, we found some points of differentiation.
yOung adulT wOMen: lOve
enTerTainMenT and They’re MOMs: are cOnnecTed and wanT
geTTing inTO gaMing siTes They can TrusT
New and experienced moms alike rely heavily on the
56% of Young Adult Women on Microsoft Advertising
Internet to learn about the products they need, save on
visit MSN Entertainment sites when having fun or
purchases and share opinions with other moms. Overall,
seeking entertainment. Young adult women also have
Microsoft Advertising Moms are more concerned with
the highest percentage of gaming consoles (43%),
trust and security than our other segments. “The
supporting our theory that gaming is moving well other websites I don’t trust. If it involves private
beyond the realm of teens and 20-something males. information or personal data, MSN and BING are
Here’s what one young adult said about Xbox: where we go and it’s easy and trustworthy. Another
”
“The one thing I like best is Xbox. You have games, mom agrees: “[I got to MSN for] trustworthiness;
movies, friends and even music all in one system.” security; continuity of performance.”
This is a great example of how young people are
40% of moms visit microsoft Advertising properties
seeking easy ways to connect and get entertainment in when connecting with others and when getting
one place. things done. But their needs aren’t strictly pragmatic:
But it’s not all Halo and Lady Gaga with this group. 38% visit when looking to improve themselves
Young women on Microsoft Advertising sites are also or their lifestyles and 38% visit when relaxing or
interested in the practical: 22% of women 18-24 unwinding.
visit msn money a few times per week. “I like the
blurbs [on MSN Money] about how to save money, “[MSN Health and Fitness] gets to my specific
particularly about budgeting.” needs for my whole family. ”
– MSN Health & Fitness Reader
prOfessiOnal wOMen: shOp MOre
eMpTy nesTers: care aBOuT healTh,
and have MOre devices
reTireMenT planning and gaMing
Full-time employed women with incomes over $75K are
While Empty Nesters are not using the variety of devices
generally tech-savvy, with devices ranging from laptops
our younger audiences utilize, their lifestyle needs are
and smart phones to home entertainment centers and
right in line with women overall. They are trying to
car communication systems. This group also has the most
live green and fit lifestyles. Many are also using the
disposable income: 33% shop online 2-3 times a month,
tools available on sites such as MSN Money to plan for
while 62% shop offline at least once per week. retirement: 16% visit msn money a few times per
Full-time employed women also have a unique week. “I really like when MSN added more info
perspective on where work meets life. One woman likes on the stock market on their home page. As you
the on-the-go ease of Hotmail: “I do contract work get close to retirement the ups/downs of the index
and I can always get my emails at any location funds become more and more of a concern. ”
with Hotmail.” Another appreciates a quick escape 21% of empty nesters also visit msn games daily.
from her day: “[MSN Lifestyle] provides a short This group shops actively: 55% shop in stores at least
distraction from work without making me feel as if once a week and 25% are shopping online 2-3 times
I’m goofing off.” per month.
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11. 30%
of full-time
employed women
shop online 2-3
times a month.
TechnOlOgy use
TechnOlOgy yOung adulTs full-TiMe MOMs wiTh sTay-aT- eMpTy
Ownership nO Kids eMplOyed Kids under 18 hOMe nesTers/
wOMen 25-55 (25-54) MOMs BOOMers
(18-24) (incOMe 75K +) (25-54) (55-64)
Desktop Computer 55% 80% 76% 70% 77%
Laptop Computer 81% 87% 72% 67% 69%
Web-enabled 32% 51% 37% 29% 24%
Smartphone
Non-Web-enabled 27% 34% 27% 35% 37%
Wireless phone
Multi-media Home 27% 41% 29% 30% 27%
Entertainment System
Gaming Console 43% 44% 45% 52% 19%
Tablet (e.g., ipad) 6% 4% 3% 2% 1%
eBook Reader 8% 11% 6% 7% 8%
Car Communication 8% 15% 9% 11% 12%
System
lifesTyle
respOnse TO “i Try TO lead a green lifesTyle” respOnse TO “i Try TO lead a fiT lifesTyle”
“i Try To leAd A green liFesTyle” - sTrongly Agree “i Try To leAd A FiT liFesTyle” - sTrongly Agree
“i Try To leAd A green liFesTyle” - Agree “i Try To leAd A FiT liFesTyle” - Agree
Empty Nesters Empty Nesters
Stay-At-Home Stay-At-Home
Moms Moms
Mom with Mom with
Kids under 18 Kids under 18
Full-time Full-time
Employed Women Employed Women
Young Adults Young Adults
0% 10% 20% 30% 40% 50% 60% 70% 0% 20% 40% 60% 80%
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12. adverTising BehaviOr
MicrOsOfT adverTising wOMen clicK, search & Buy
Overall, women on Microsoft Advertising sites are highly receptive to digital marketing campaigns. In March 2009,
16% of U.S. Internet users clicked on an ad, down 50% from July 2007.4 However, 49% of women and moms on
microsoft Advertising sites say they have clicked on a banner ad, while 28% say they have purchased a product
as a result of an advertisement on a Microsoft Advertising site.
28%
Recommenders are the group most likely to take action based on digital
advertising, closely followed by Entertainers and Connectors.
Overall prOfile
acTiOn
Clicked on the ad
% Overall saMple
49%
% recOMMenders
57%
say they have
Went to the brand’s website 46% 51% gone on to
for more information
Purchased the brand/ 28% 37% purchase a
product advertised
product advertised
Used search to find more 47% 59%
information about the brand on a Microsoft
Recommended the brand 23% 39%
to friends and family
Advertising site.
cOMpeTiTive landscape
MicrOsOfT adverTising wOMen & MOMs are lOyal TO MicrOsOfT siTes and TOOls
Microsoft Advertising Women tend to be loyal to MSN,
Bing and other Microsoft sites. Here’s what some of
them have to say about why:
• “Iuse. I’m usedfeels comfortable, and it and the
to
like MSN. It
to it; I like the look of
is easiest
”
way it works. – A Microsoft Advertising Mom
• “MSN &less confusion have clearer and cleaner
lines for
Bing seem to
for those days when
fatigue fogs the mind after a long day of looking
at a computer screen at work. ”
– A Full-time Employed Woman
• “I find itI’ve tried Yahoo, and others for my
friendly.
[the MSN Homepage] very user-
homepage, but usually everything is on MSN that
”
I need. – An Empty Nester
• “I amfind whatthe brand. IBing. use Google if I
loyal to only
don’t I want on
– A Stay-at-Home Mom
”
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4
comScore Natural Born Clickers Study, Total US Population, 2009
10

13. MicrOsOfT adverTising wOMen & MOMs are lOyal TO Msn Over OTher pOrTals
How would you describe your opinion of the following brands?
MSN 60 28 10 21
Yahoo! 34 28 29 5 4
Facebook 45 23 18 5 9
AOL 9 11 46 14 20
Very Favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable
MicrOsOfT adverTising is alsO a TOp chOice fOr cOnTenT, especially lifesTyle,
enTerTainMenT & news
“MSN and MSNBC are all inclusive for local, national and international news and notifications. I
haven’t found another source that equals or even comes near the coverage selection and
professionalism that MSN manages and relays so well. ”
– MSNBC Reader
“I am an active stock trader. I use the stock chart news to help me determine when to get in on a
stock or option.” – MSN Money Reader
Women and moms were asked: which of these media brands do you prefer when seeking
the following topics/areas of interest?
news enTerTainMenT spOrTs MOney lifesTyle
msn 67% 63% 36% 41% 55%
AOL 11% 12% 5% 5% 8%
Yahoo! 25% 27% 12% 12% 20%
Facebook 10% 33% 4% 4% 17%
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14. shOpping aTTiTudes
hOw dO wOMen and MOMs shOp acrOss caTegOry?
The days of women as influencers have evolved to women as decision-makers. Women and moms on Microsoft
Advertising sites are decision-makers across a wide range of product categories: More than 90% are primary or
shared decision-makers for all shopping verticals studied. Recommenders have an even higher tendency to be
primary decision-makers in their households.
priMary decisiOn-MaKers
90%
caTegOry priMary priMary
decisiOn-MaKer decisiOn-MaKer
– Overall – recOMMenders
Auto 37% 40%
Beauty 81% 86%
Casual Restaurants 49% 54% of women & moms
Clothing & Accessories 77% 79% on Microsoft
Electronics & Appliances 47% 52%
Financial Services 46% 52% Advertising sites are
Groceries 71% 70%
Household Items 66% 69%
primary or shared
Movie and Game Tickets 48% 53% decision-makers
Pharmaceuticals/OTC 66% 68%
Technology 48% 55% for all shopping
Telecommunications 48% 55%
verticals studied.
Travel 49% 57%
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15. cOnclusiOn
five Key TaKe-aways
insighT MarKeTer recOMMendaTiOn
Microsoft Advertising women and moms can be While women and moms go online with varying
better understood through evaluating 5 profiles that needs, media planners and creatives can use these
combine technology use and state-of-mind: Tech profiles to better understand women and moms’
Adopters, connectors, entertainers, organizers and motivations in order to engage them within the
recommenders. environments that match their state-of-mind. Layer
in behavioral targets on the Microsoft Media Network
for more granularity.
recommenders are a highly valuable audience: A higher percentage of Recommenders can be found
39% have passed on a brand advertised on Microsoft on sites such Xbox LIVE, MSN Autos, Glo and Microsoft
Advertising sites to a friend or family member. Mobile Media. combine the broad reach of the msn
homepage with sites that have a high concentration
of recommenders in order to get powerful reach, plus
an audience that’s likely to influrnce others.
Women and moms on Microsoft Advertising sites marketers should focus on appropriate states-of-
exhibit three key desires when they go online: mind and relate them back to their brand to create
(1) help me (2) connect me and (3) entertain me. more seamless experiences between content and brand
messaging. As a result, your campaign is that much more
likely to attract attention and be relevant to your audience.
While profiles are diverse, a breakdown of demographics seek out your audience within the environments
illustrates that young adult women are getting into that enable their needs. Consider gaming for young
gaming; professional women tend to have more adult women, multi-screen campaigns for device-
devices for keeping in touch; moms seek out trusted driven professionals, trusted sites with authentic voices
websites; and empty nesters are focused on health, for moms and health, retirement and online gaming
online gaming and retirement planning. content for Empty Nesters.
Microsoft Advertising Women are primary decision- Marketers that treat women and moms as decision-
makers across categories. makers and reach out with authentic messages will not
only develop loyal customers, they will also tap into this
audience’s proclivity to drive online conversations and share
opinions about the brands, products and services they love.
MeThOdOlOgy
In July 2010, Millward Brown and Microsoft Advertising group of women on Microsoft Advertising properties. This
surveyed 4,457 women in an online survey. 3,940 were document does not provide you with any legal rights to any
recruited live from across the Microsoft Advertising network. intellectual property in any Microsoft product. You may copy
Sites included the MSN Homepage, Glo, MSN Entertainment, and use this document for your internal reference purpose.
Wonderwall, MSN Lifestyle, Delish, MSN Money, MSNBC,
Visit us at advertising.microsoft.com
Microsoft Mobile Media, Xbox LIVE, MSN Auto, Hotmail
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