This is a final presentation I created for my Marketing 460: Information & Analysis class. Throughout the semester, my class conducted a UT-wide survey that asked questions ranging from demographic questions to specific questions about technology use. Then, utilizing SPSS, a statistical analysis program, my group and I analyzed the data we found and organized it into a presentation on the topic of women in the digital age. We designed the Lab Report in Canva.

1. WOMEN IN THE DIGITAL AGE
A Data Analysis Project Regarding UT Females and
Their Digital Usage
P R E S E N T A T I O N B Y K A I T L Y N , E L I Z A B E T H , & M I R A

2. WHOARETHEY?

3. OUR EXPLORATION TOPIC
What describes a woman in the digital age? What
attributes define them, how do they interact with
their technology, and what makes them different
from other groups of people?
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4. OUTSIDEDATA "Women are more at risk in developing addictive behaviors
to activities involving elements of social interaction"
(Andreassen, 2017)
"Men see a more instrumental use for cellphones whereas
women utilize the cell-phone as a social tool." (Geser, 2006)
"Women have a more intense attachment to their cell-
phones than men" (Hakoama & Hakoyama, 2011)
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5. OURANALYSIS
Regression Analysis (DV = Gender)
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Cluster Analysis
Crosstabs between Males and Females 1.
2.
3.
STEPS WE TOOK:
W O M E N I N T H E D I G I T A L A G E
4. Possible Explanations & Conclusions

6. CROSSTABS
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How old were you when you got your first mobile smart
device?
Thinking of a typical week, how much of your screen time
do you spend on productivity?
Are you easily distracted by having your phone around
while studying?
Do you sometimes feel addicted to Social Media?
Have you tried to decrease the amount of time you spend on
Social Media?
WE FOCUSED ON 5 QUESTIONS WE THOUGHT
DIFFERENTIATED MEN & WOMEN:

7. CROSSTABS
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AGE OF 1ST SMART DEVICE:
94
106
92
107
10 &
BELOW
107
93
129
71
128
66
19 &
ABOVE
11-13 14-16 17-18

8. CROSSTABS
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PRODUCTIVITY: EASILY DISTRACTED:
104
97 94
105
127
75
93
106
NOT
PRODUCTIVE
NOT
DISTRACTED
PRODUCTIVE DISTRACTED

9. CROSSTABS
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ADDICTED TO SOCIAL MEDIA: CUT DOWN SOCIAL MEDIA:
122
72
92
108
118
83
90
109
NOT
ADDICTED
NOT
CUTTING
ADDICTED
CUTTING
DOWN

10. FINDING OUR TOP VARIABLES
Did the 5 questions we chose differentiate men and
women like we thought they would? Were our top 5
variables the actual top 5 gender differentiators?
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11. TOPVARIABLES
Do you sometimes pretend to be engaged on your phone to
avoid interacting with people?
1 1
Do you sometimes feel guilty about how much time you
spend on social media?
Thinking of a typical week, how much of your total
screen time is spent on gaming?
1.
2.
3.
OUR REGRESSION ANALYSIS TOLD US...
W O M E N I N T H E D I G I T A L A G E
4.
5.
How many hours do you spend on your phone?
Have you tried to decrease the amount of time you spend
on social media?

12. TOPVARIABLES
1 2
OUR REGRESSION ANALYSIS TOLD US...
W O M E N I N T H E D I G I T A L A G E
WEIGHT DIRECTIONVARIABLE
GAMING
PRETENDING
GUILTY
HOURS/DAY
CUT DOWN
-
+
+
+
+
.013
.070
.020
.020
.027

13. A DEEPER DIVE INTO THE PERSONAS
Would an examination of the four personas our data was
clustered into help us learn more about women in the digital age?
Are any of the personas predominantly female, and does knowing
that help our analysis?
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14. CLUSTERANALYSIS
Got phones at a
young age
Spend screen time
gaming
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PERSONA 1
PERSONA 2
PERSONA 3
PERSONA 4
Spend screen time
on social interaction
Extroverted
Spend screen time
on productivity
HIGHLY female
Spend lots of time
outside of U.S.A.
"ADDICTS" "EXTROVERTS"
"PRODUCTIVE
FEMALES"
"TRAVELERS"

15. CLUSTERANALYSIS
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How are women as a whole different from Persona 3?
What is Persona 3 doing differently?
OUR CLUSTER ANALYSIS TOLD US...
PERSONA 3 "PRODUCTIVE
FEMALES"

16. POSSIBLE EXPLANATIONS
Are there answers to our many questions that can be found in the
data or in our personal experiences? Why do the statistically
significant characteristics that we have found define and
differentiate women in the digital age?
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17. EXPLANATIONS
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Safety issues
Higher pressure for girls to fit in
WHAT ARE SOME POSSIBLE EXPLANATIONS
FOR OUR FINDINGS?
MORE DISTRACTED WHILE STUDYING:
Don't consider most "distractions" as unproductive
Weak female gaming culture
MORE ADDICTED TO SOCIAL MEDIA:
GOT THEIR PHONES YOUNGER:
Social Media gender divide / "posting standards"
No definite time frame for social media usage

18. EXPLANATIONS
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Safety issues
Efficiency
WHAT ARE SOME POSSIBLE EXPLANATIONS
FOR OUR FINDINGS?
MORE GUILTY ABOUT BEING ON SOCIAL MEDIA:
Culture of shaming young women
The nature of their social media usage
PRETEND TO BE ON PHONE:

19. CONCLUSION
Only time and further analysis will tell if our
findings will negatively impact women, or if they
are simply facts of life for women in the digital age.
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20. THANK YOU
Have any questions?