The Social Wisdom of Wired Women Around the World


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Wired women online are an emerging power force around the world. In this large original research initiative, MSLGROUP and Dot Complicated explore the commonalities and differences in the social, emotional and economic powers of wired women in the U.S., U.K., Brazil and in urban China.

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The Social Wisdom of Wired Women Around the World

  1. 1. The Social Wisdom of Wired Women Around the World Key Learnings from an Original Research Study by MSLGROUP and Dot Complicated. Ways wired women benefit from their social media connections: Socially Emotionally They have the opportunity to tap into the collective intelligence of other wired women around the world. 79% They are more in control of their lives. 57% of women turn first to the Internet for information. Economically They are transforming the shopping experience around the world. 52% go online to compare prices for a product or service. 45% of women agree that technology has made their lives more manageable. of women believe technology has had a positive impact on their family. Better Doesn't Mean Less Complicated: 5% 15% believe technology has made their lives more complicated. And 15% admit they spend so much time on the Internet that they sometimes have to disconnect from the Internet and all technology devices. Where social media has drawn new lines in their relationships: 21% At work: 53% of wired women are connected with colleagues from work in social media (not including LinkedIn). Among couples: 34% Only 34% of wired women share passwords to an email account with a spouse or a significant other. In the bedroom: 20% of wired women in Brazil are frustrated by their significant other using a tablet/computer or smartphone in bed. With their childreN: 28% The average age wired women believe children should get a cell phone varies by country: But, only 21% are connected with their bosses. 19% Brazil, age 11 U.K. wired women are much more protective of their privacy, as only 19% share social media passwords. 45% Even fewer (28%) share social media log-ins. of women in China would give up sex for a month instead of their mobile phone. U.K., age 12 44% Percent of wired women who use social media to monitor their child's online activities: 41% U.S. age 13 18% 28% Where they most rely on mobile devices: Wired women in China are far more accepting of mobile devices and tablets as paths to purchase than wired women in Brazil, the U.K. and U.S. Ownership of tablets with Internet access: China United Kingdom United States Brazil Their common frustrations with social media: 72% of wired women in China had made an online purchase on a smartphone. 61% 39% 38% 28% However in China, 41% of wired women are connected with their bosses. 65% China, age 14 42% Comparatively, only Had made a purchase on a tablet in the last 30 days. Ownership of Smartphones: China United Kingdom United States Brazil 28% and 27% respectively of wired women surveyed worldwide had done the same. 91% 70% 59% 57% Texting while driving. Family members posting inappropriate things online. People saying negative things about them online. Brazil 42% U.K. 35% U.S. 35% CHina 16% Brazil 47% CHina 20% U.K. 17% U.S. 15% Brazil 39% CHina 27% U.K. 19% U.S. 10% Their social media sharing is fueling a global marketplace: 2X Wired women around the world turn to social and digital media as a preferred source of information about purchasing goods and services at nearly double the rate of traditional media. 76 % Rely on digital and social. 56% Rely on influencers such as friends family, store employees, health professionals, etc. 40% Rely on traditional media. Digital and social media are used most as a source of information for household furnishings and appliances, financial services, home electronics, sporting goods, toys and games and automobiles. MSLGROUP and Dot Complicated conducted 3,600 online interviews across the U.S., U.K., Brazil and China (900 in each market) of women who are between the ages of 18 and 64 and use the Internet at least two hours per week for personal/leisure activities.
  2. 2. Wired Women Experts: Randi Zuckerberg CEO, Zuckerberg Media Editor-in-Chief, Dot Complicated Author Randi Zuckerberg is the founder and CEO of Zuckerberg Media, a digital and traditional media and production company, and Editor-in-Chief of Dot Complicated, a newsletter and website helping people navigate and "untangle" their wired, wonderful lives. Stacy Martinet Chief Marketing Officer, Mashable Stacy also leads Mashable’s corporate responsibility initiatives which include the Social Good Summit and its global movement. In partnership with the UN Foundation and Gates Foundation, the Social Good Summit has branched out to be an ongoing movement that has had the participation of 100 countries around the world and received participation from global leaders and policy makers. As an early executive at Facebook, Randi created and ran the social media pioneer's marketing programs. Randi is the author of Dot Complicated: Untangling Our Wired Lives and a children's book, Dot. She has spent her career at the intersection of media, brands and social media. Before joining Mashable, Stacy spent nearly a decade in corporate communications and digital marketing at The New York Times. While at The Times, she was recognized with the company's Chairman's Award. Randi's books are available at In 2012, Stacy was named the youngest member of PR Week’s 40 Under 40 list. She occasionally writes for Mashable and has contributed to The New York Times and Cosmopolitan Magazine. She sits on the board of directors of New York Women in Communications and Plant-A-Fish, an oceanographic and ecological health non-profit. Stephanie Agresta Global Director of Social Media & Digital MSLGROUP Stacy Martinet is the Chief Marketing Officer for Mashable, leading integrated marketing and communications including brand, social media, corporate communications, external affairs and the company's events business. Stacy sits on Mashable’s Operating Committee which directs the company’s strategy, planning and operations. She joined the company in 2010 to grow Mashable into a global media company. Stephanie Agresta is the senior-most ranking digital executive at MSLGROUP, the 4th largest PR firm in the world. PRWeek recently named her #6 among digital creators, innovators and strategists in public relations and Business Insider cited her as one of the top 25 advertising executives on Twitter. In 2010, she was named to PRWeek’s “40 under 40”roster. Her first book, Perspectives on Social Media Marketing, co-authored with B. Bonin Bough of Mondelez, was released in October 2010. Stephanie has delivered on thought leadership and client excellence in digital for almost 20 years. Over the course of her career, she has been recognized as a hands-on counselor instrumental in developing digital and social media initiatives for major brands such as P&G, PayPal, Samsung, PepsiCo and Microsoft. As MSLGROUP’s Global Director of Social Media and Digital, Stephanie is based in North America and works in partnership with leaders around the global network on vision, strategy and talent in support of the agency’s global social media and digital offering. Responsible for securing best-of-breed employees and developing innovative products and services, Stephanie is leading transformative development of the practice. In 2013, she developed new MSLGROUP offerings including: IMPact IRM (Influencer Relationship Management) and Boost (a paid media and branded content solution). A long-time leader at the SXSW Interactive festival, Stephanie launched the “Bloggers Lounge” in 2008, a networking hub for digital media influencers at the SXSW conference. She continues to manage the lounge with her co-host Brian Solis. Prior to joining MSLGROUP, Stephanie was the EVP, Managing Director of Social Media, Weber Shandwick. She also served as EVP, Digital Strategy and Social Media for Porter Novelli before that. She began her career with, one of the first sites to build an online community. At a pivotal time in the industry’s evolution, Stephanie also served in business development roles at Barnes &, and Stephanie is a popular speaker at conferences and serves on the Board of Directors of the Social Media Advertising Consortium (SMAC). Who are the Wired Women Online: They are Millennials, Gen Xers and Baby Boomers. They are well-educated, with the largest percentage holding a four-year degree. They are likely to be a homeowner and married or partnered. Most are employed. They are prolific consumers. Nearly 50% spent at least two hours a day online. Social Media has Become a Central Force in Their Lives. In the last 30 days: 97% 88% 88% 82% 81% have read an email. read about current events on a news website. searched for information about a product or service. compared prices of a product or service. viewed a comment, picture or video a friend/family member posted online. 79% 71% 70% 59% 39% looked at clothes from an online retailer; 51% made a purchase. made a comment on an online site. searched for discounts. made a recommendation to friends or family about a product/service or website they are using. used their cell phone to make a purchase online. MSLGROUP and Dot Complicated conducted 3,600 online interviews across the U.S., U.K., Brazil and China (900 in each market) of women who are between the ages of 18 and 64 and use the Internet at least two hours per week for personal/leisure activities.