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WOMEN
      in their
digital
d omain
      digital paths to
seeking, sharing & shopping




          June 2009
introduction
There is no question the world has gone digital. This has
greatly impacted consumers’ lives and brought about
dramatic changes in marketing. For women, who still
do the majority of household purchasing in America,
digital communications fulfill unique needs, which in
turn offer marketers more engaging ways to connect
buyers with their brands. So we set out to understand
how marketers can make best use of all that the digital
realm has to offer.

Specifically, we asked the following questions:

Q:   How are women of all ages and lifestages
     using technology?

Q:   How can brands leverage digital media and tools to deepen their
     relationship with women?

Q:   How can we create and build true brand engagement in the digital space?



With greater accessibility, rich content and a communal environment, digital media have
become an indispensable component in women’s lives. We find women’s engagement
with digital media to be comprised of consuming, sharing and producing. This report
takes a look at women in their digital domain and what that means to marketers.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   1
why women Are importAnt
Women have a lot of pocket power. In fact they have $5 trillion worth, which accounts
for half of the GDP1. They also influence 80% of all buying decisions in a home. While
women earn less money than their male counterparts (78 cents to every dollar), in
the past three decades, men’s median income has barely budged—up just 0.6%, while
women’s has soared 63%2.

Women are very expressive. They speak 7,000 words a day while men speak an average
of 2,000 words3. Indeed, women are using some of those 5,000 words in the digital space.
Thirty-five percent of women participate in the blogosphere weekly and about 175,000
blogs are generated each day4.

Women are connected. Nielsen Mobile reports that more than 13.5 million women now
have adopted the business-born smartphone to keep their days and nights organized.
This number has doubled in the past two years and shows no sign of slowing down.
Contrary to conventional thinking, women are also gamers. More than half of women
play some kind of digital game (video games, online games, gaming in virtual worlds)5
and 36% have played a game in the past 30 days6.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   2
gender And Attitudes towArd technoLogy
Men and women differ in their attitudes toward technology. What men see as gadgets
women see as tools for them to access the content they want. Women think less about
the technology itself and more about how it helps them accomplish their tasks and
enhance their ability to pursue interests. When we asked about their affinity to certain
devices one woman said, “I don’t care what it is; I just care what it does!” The Internet
is just another channel for them to do what they enjoy: shopping, talking and caring.

It is interesting to look at women’s and men’s digital behaviors separately.
We’ve learned men prefer more information-driven activities whereas women
prefer personalized entertainment-driven activities. For example, men are more
likely to surf the Web on their mobile, but women are more likely to take photos,
send text and multimedia messages and download ringtones.

And aesthetics matter more to women. They are drawn to well-designed, user-friendly
and personally relevant information and tools. This translates well into the digital space.
Women want things that work well and they want these things to look good, too.
Function without design is uninspiring; design without function is frustrating.

At the end of the day, marketers
need to remember that women
are women—wherever they are
and whatever they are doing.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009     3
how digitAL mediA hAve trAnsformed
women’s Lives
wired
Women are living in a very wired world, leading very wired
lives. Mainstream digital users rely on an average 5.8 screens
and actively use 12 digital devices in their homes or personal
lives. Digital Divas utilize on average 7.3 screens and have
14 active digital devices. Seventy-five percent of all women
have TVs, digital cameras, DVD players, desktop computers,
high-speed computers and mobile phones. Digital Divas
have even more.

no off switch
In today’s digital world, women hardly sleep. More than half (58%) of all women say
                             they never unplug. Interestingly, although there is no
                             “off” switch in their lives, women are managing to stay
                             in control of how, when and where they engage in media
                             by utilizing the digital “controllers” they have at their
                             fingertips, e.g., FF, DVR, online radio, Wi-Fi, VOD.


no Boundaries
Increasingly, lines between work, family and treasured “Me time” are blurred due to the
digital world’s 24/7 accessibility. Technology is fully integrated into almost every aspect
of a woman’s life—while she’s at work, in her home and even when she’s on the go
racing from one activity to the next. She makes full use of TVs,
HDTV, DVD players, DVRs/PVRs, digital cable, Wi-Fi, satellite
radio, HD radio, MP3 players, portable game
systems, handheld wireless devices, Web
cameras, GPS devices and more.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   4
mega media meshing and multitasking
Women have always been good multi-taskers but with digital tools at their disposal,
they take multitasking abilities to new heights. To meet the simultaneous demands they
face, women divide up their attention while engaging with multiple media touch points.
At least 62% of all women multi-task while consuming any form of media (TV, radio,
reading newspaper/magazine, using the Internet and cell phone). Mothers, in particular,
are gifted multi-taskers7.

Forty-seven percent of at-home Internet
use occurs simultaneously with other media
involvement; 16% of women’s at-home
Internet use is done while watching TV; 60%
of women’s Internet use is done outside the
home while working8.



taking the Blogosphere to the
stratosphere
Women are naturally drawn to forums where they can connect and share with others.
It isn’t surprising that women—mothers in particular—have latched on to blogging.
The rate in which blogging has exploded among women is truly phenomenal.

The blogosphere doubles every 236 days! In total, there are around 77 million blogs,
and an additional 1.3 million are posted daily. That’s two new blogs every second! In just
                             three years, some predict, 50% of all the content online will
                             be user-generated9.

                                         Women drive the blogging phenomenon. Thirty-six million
                                         women participate in the blogosphere weekly: 15 million
                                         publish at least once a week and 21 million read/post
                                         comments weekly. Even more fascinating is that greater
                                         than 50% of women believe blogs are reliable sources for
                                         information10.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009             5
the roLe of digitAL Across Ages
And LifestAges

                               25-34
                               The core of Gen Y, technology is inextricably linked to their
                               natural rhythm of life. This group is comprised of women who
                               are digital naturals, second only to kids who are true digital
                               natives. They engage in a most diverse repertoire of digital
                               activities. Their preferred channels are cell phones, email, social
                               networks, MP3 players and online shopping.

                               for gen y, sociability is key.



                               35-44
                               The core of Gen X, technology is seen as a tool to help manage life.
                               This group is comprised of adult women at the height of their
                               careers and/or busy caring for families. They, by far, are the
                               hardest working group. Given their very full lives, technology
                               serves to increase efficiencies in their personal lives, at home with
                               their families or in regard to their careers.

                               for gen Xers, connectivity is key.



                               45-54
                               The core of Early Boomers, technology is a life enhancer. In this
                               group there are as many digital adopters as there are digital
                               resisters. This group has more time and, in some cases, the
                               highest income across all three groups. We find a lot of these
                               women engaging in non-essential activities like online shopping,
                               pursuing passions and casual gaming.

                               for early Boomers, facilitating their personal passions is key.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009              6
segmenting women Across the
digitAL domAin
Our quantitative study revealed three segments of women defined by varying degrees
of digital sophistication. We quickly learned that most women are quite modest when
it comes to their digital proficiency. When asked, the majority of women claim to be
somewhere in the middle of the spectrum. Seventy-five percent of women were more
“Mainstream Digital Users,” agreeing with the following statement: Technology is part of
my life on a basic level but by no means do I consider myself an expert. Only 9% of women
in our study were “Digital Outliers,” agreeing with the statement: If all digital devices
disappeared, I’d probably be the last to notice.

Sixteen percent of women fell on the far end of the digital continuum. These women are
the true tech leaders who we are calling the Digital Divas. They agreed, confidently, with
the following: I use more sophisticated technology than the average person and I’m seen as
someone who is “in the know” and on the cutting edge of technology.



                 digital                                    mainstream                     digital
                 outliers                                   users                          divas




  9%                                        75%                                           16%




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009              7
It is not surprising that young adults are most digitally inclined. There are more Gen Y
Digital Divas than there are Early Boomer Digital Divas.



proportion of digital divas by Age




                                        31%
                                       Gen X
                                                                          48%
                                                                         Gen Y
                                           21%
                                          Early
                                          Boomers


                                                                        SOURCE: Women in their Digital Domain quantitative survey




Digital Divas are an important cohort to understand. This group serves as a precursor
for what is to come. In due time, more mainstream digital users will adopt today’s more
sophisticated digital behavior. Growth of the Digital Diva population will translate into
new opportunities for brands to connect with women in digital space and ultimately grow
their businesses. So, we believe brands should follow the Divas!




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                                         8
defining the digitAL divAs

                                 four defining traits of digital divas:
                                 1 multiplicity Digital Divas engage in a wide array of digital
                                 activities. They have Wi-Fi and handheld wireless devices.
                                 They are more likely to use the most sophisticated technologies
                                 such as podcasts, widgets, satellite radio, HDTV and Telenav.

                                 2 intensity Digital Divas are the heaviest users of the most
                                 popular digital channels. They are unable to live without
                                 email, downloading music or online shopping. They are
                                 more passionate about shopping and shop more than other
                                 women. In fact, 22% shop online once a day. They also feel that
                                 technological advancements in the digital space are blessings
                                 not curses.

                                 3 sociability Digital Divas are most likely to view cell phones
                                 and computers as extensions of themselves. Moreover, they
                                 like to decorate their domain according to their unique style
                                 or preference. They are more connected to others and twice
                                 as likely to spend time with friends or family on a daily basis.
                                 Eighty-six percent pass along interesting “finds” to others.

                                 4 competence Digital Divas are confident in their ability to
                                 master new technologies. They agree with the statement:
                                 I am seen to be on the cutting edge of things. They are the digital
                                 trendsetters.


Mainstream Users, in comparison, engage in more common digital activities like emailing
and texting. Also, they frequent a grocery store once a week but are more likely to make that
their one-stop shop! They are less confident in their ability to “take on” technology. Although
connectivity is equally important to Mainstream Users, they spend less time with friends and
family on a daily and weekly basis than Digital Divas.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                9
fActoring moms into the eQuAtion

A large proportion of moms are Digital Divas. In fact, 51% of Digital Divas
are moms. Being a mom drives a measurable uptick in digital behavior
across various touchpoints.

The Internet serves as a link to the “outside world” for Mom,
especially Mom with a baby at home.



                         84% of new moms research
                             products online.
                                               This is more than the national average
                                               for women, which is just 78%11.




 82% of new moms purchase
     products online.
                      which is also higher than the national
                      average for women.




                                  Moms are not just utilizing the Internet as a tool to facilitate
                                  research and shopping, they are also active participants and
                                  creators of content. While only one quarter of new moms are
                                  content creators, they are twice as likely as the average US adult
                                             to be a content creator. They do this by publishing,
                                              maintaining or updating a blog or Web page.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009            10
whAt women reALLy wAnt
in the digitAL spAce

Marketers need to understand female consumers’ needs and dissatisfactions in order to offer up
intuitive solutions that strengthen their brand/consumer relationship. Our research uncovered
universal needs that transcend time and technology. These are:


1 get the 411 Have information accessible to them right at their fingertips. They want to
be able to find what they want, when they want it, how they want it.

2 stay connected Women have an undeniable need to communicate with others. It is
critical for them to stay connected to friends and family.

3 have some fun Women want to be entertained, learn new things, explore hobbies,
watch their favorite shows, listen to their favorite tunes, etc.

4 check things off their list Women are task tacklers. On any given day, a woman will
have a number of tasks on her “to do” list. Women look to the digital space to get advice
and tools to help them accomplish their laundry list of to-do’s.

5 steal some me time Sixty-eight percent of adult women spend less than an hour
on themselves every weekday. Despite this startling statistic, women do have a need for
a little “me time.” The question is where can they fit it in? Are there digital solutions to
help women accomplish more in less time so they can squeeze in time for themselves
offline or are there surprising ways we can reach women via digital touch points that
could make their time spent online more enjoyable?

6 follow your Bliss Every woman wants to explore her personal passions, whether it is
dieting, photography, writing, digital scrapbooking, organizing or gaming.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009     11
Marketers’ entry fee into a woman’s digital domain is to deliver on at least one of her
fundamental needs. Of course, the marketers who win big are those who put their wager on
delivering the female need trifecta. The three needs that make up the female need trifecta
are Get the 411, Have Some Fun and Stay Connected. After meeting the trifecta needstates,
addressing the other needs would be a bonus.



The Female Need Trifecta:




                                               get the 411




               stay                                                                 have
               Connected                                                            some Fun




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009        12
these are some of the activities that can fulfill
The Female Need Trifecta:

                                                         get the 411            stay Connected have some Fun
                                          Email                 •                         •
                                     Podcasts                   •                                   •
                      Reading RSS Feeds                         •
                 Doing Online Research                          •
                             Using a Widget                     •
                        Listening to Radio                      •                                   •
                Buying Products Online                          •
        Researching Products to Buy                             •
          Reading Ratings or Reviews                            •
                           by Others
                             Reading Blogs                      •                                   •
             Reading Message Boards                             •                                   •
      Posting Questions to Message                              •
                            Boards
         Playing Multi-Player Games                                                       •         •
                       Uploading Pictures                                                 •         •
    Visiting Social Networking Sites                                                      •         •
                           Instant Message                                                •
           Posting a Rating or Review                                                     •
                      Tagging Pictures of                                                 •         •
                          Friends/Family
               Creating Own Web Page                                                      •         •
           Downloading Music Videos                                                                 •
       Playing Casual Online Games                                                                  •
 Watching Videos/TV Shows Online                                                                    •
              Listening to Online Radio                                                             •




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                    13
digitAL: BLessing or curse?
we Asked women:
“If you had to choose whether or not the following were blessings or curses of
technology, what would you choose?”


We learned the digital space fulfills women with its wealth of blessings:




     Rewards, Loyalty Cards                         88%                     RSS Feeds            52%
     Cell Phone                                     85%                     YouTube              50%
     Coupons Via Computer                           81%                     Coupons Via Mobile   47%
     TIVO/DVR                                       77%
     Video on Demand                                70%
     Opt-In Daily Emails                            68%
     Handheld Wireless Device 63%




The only “curses” are those activities/types of communication that are out
of their personal control. Women do not ever like to feel invaded or “out of
control” of when and who is speaking to them.


YouTube may seem a jumble with its vast amount of content; and often the
information they are looking for is mixed in with content they would rather
avoid. Coupons via mobile are still not accepted in most stores, thus creating
more annoyance than ease.



women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                14
the strongest Bonds
we also asked women:

“If you were told you had to throw out your TV, laptop (with Internet) or cell
phone, which would you choose to get rid of?”
They told us the PC/Laptop would be the last to go.


47%
would throw out their TV


42%
would throw out their cell phone

only 11%
were willing to throw out their personal laptop


A woman’s computer is her most valuable digital tool because it can be used
interchangeably with other devices. Nowadays, women can watch their favorite shows
online, IM instead of phoning, and get the latest and greatest news updates instantly.


we wanted to identify which devices were most important so we asked:

                                                                        90%
“Imagine that some type of freak disaster                                        85%
                                                                        80%
 occurs and for an entire month you can
                                                                        70%
 only engage in three digital activities.
                                                                        60%
 Which would they be?”
                                                                        50%

email, by far, was the most important.                                  40%
                                                                                           39%
It’s their primary form of communication—                               30%                         33%

effective, inexpensive, immediate and                                   20%                                   25%
                                                                                                                       21%
convenient.                                                             10%

                                                                         0%
                                                                                Email      Online  Online    Online   Instant
                                                                                          Searches Gaming   Shopping Messaging




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                                      15
home sweet home
We also asked what their homepage was on their personal computer and found that
homepages are typically their port of entry for the Web. Here is how the age groups differed:



generation y                                     generation X                             early Boomers

90% have Portal/                                 75% have Portal/                         70% have Portal/
Customizable homepages                           Customizable                             Customizable
(e.g., Yahoo!, MSN, Google)                      homepages                                homepages

5% have Niche homepages                          10% have Niche                           20% have their Internet
(Daily Plate, IMDB)                              homepages                                Service Provider (ISP)
                                                                                          set as their homepage
5% have their Internet                           15% have their Internet
Service Provider (ISP) set                       Service Provider (ISP)                   10% don’t know what
as their homepage                                set as their homepage                    their homepage is or
                                                                                          how to set it




Women want to be able to customize their homepages and gravitate toward portal
sites allow them to “decorate” their world just the way they want.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                          16
out with the oLd And in with the digitAL
No longer are women tied to traditional ways of completing their “to do” lists. A woman’s digital
domain is filled with tools to help her more efficiently complete tasks. We asked women what
tools or references they have stopped using or use less of today and this is what they said:


             % who say they use the tool less or never today

                   yellow pages                    47%                            newspaper           26%

                   travel agent                    35%                            desk calendar       24%

                   cds                             35%                            recipe binder       22%

                   Address book                    26%                            scrapbooking        22%

                   Birthday cards                  26%                            clip coupons        17%



       And these are the digital switches women are making:

                          out with the old                      in with the digital
                                        Yellow Pages            Online search (Google, Yahoo!, MSN)
                               Keep desk calendar               Google Calendar, Outlook
                                Mail birthday cards             E-cards they can personalize
                                   Buy CDs/records              iTunes, Amazon, Pandora
                               Reading newspaper                RSS feed reader, Digg
                                                   Maps         GMS, Telenav, Mapquest
                                                     411        Google Information
                             Gossip/nosy neighbor               Twitter, Facebook status, Zillow
                   Booking trips via travel agent               Expedia, Kayak, Cheaptickets
                                         Berlitz tapes          Frenchcafe.com
            Coordinate schedules (pen/paper)                    Dopplar
                        Feel alone with problems                Online support, Skype, social networks




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                     17
seeking
                         Sharing &
                         shopping



women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   19
digitAL hAs chAnged the wAy women | Seek
Women are turning to the Internet where they have 24/7 access to unlimited amounts of
information on anything and everything. Seventy-three percent of women say the Internet and
mobile phones have affected the way they seek out information.

The Web offers information that is immediate, aggregated and intimate. It is immediate in the
sense that the Internet provides “instant gratification” and therefore provides greater efficiency
to match women’s task orientation.

Another benefit of the Internet is that the most relevant information can be easily found through
aggregation. Web sites like TripAdvisor or Amazon.com combine information from various
sources so women can go to a “one stop site” instead of hunting through multiple sites. The
Internet makes it very easy to aggregate pricing, comparisons and reviews.

Finally, information can be made more intimate. More meaningful information is delivered
person-to-person—the more genuine and real the better. The human element is becoming
increasingly important in the virtual world. The more the digital experience mirrors the real
world, the better. Women want to receive rational sound bites of information with a dose of
genuine emotion. Higher-level ways to transmit information occur in intimate ways.




And whom do they trust in this space?
Interestingly, “strangers with experience” are gaining credibility, beating out teachers
and religious leaders.

most trusted sources
1   Friends, family
2   strangers with experience
3   Teachers
4   Religious leaders
5   Newspapers, magazines
Source: Bridge Ratings/University of Massachusetts, eMarketer 2007




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009          20
digitAL hAs chAnged the wAy women | Share
No longer is the Internet just about information seeking. Seventy-one percent of women
say the Internet and mobile phones have affected the way they share. It is also about creating
and sharing. Everywhere you look there are new ways to exchange news and views on
products and services.

it’s all about community
Women’s community sites are the second largest growth sector online, second only to
politics. And, women are highly engaged in the social networking space,
with the top 10 social networks for women 18+ being:

                         Unique Monthly Female Visitors in Millions
1    Facebook                              31.5
2    MySpace                               28.5
3    Classmates                            8.1
4    Twitter                               8.0
5    MyLife.com                            5.3
6    Bebo                                  4.2
7    Yahoo! Buzz                           4.0
8    Buzznet                               3.9
9    Windows Live Profile                  3.8
10   LinkedIn                              3.5            SOURCE: Comscore Media Matrix April 2009



Interestingly, when you look at the total number of people who have profiles, women
outnumber men on MySpace and Facebook but are outnumbered by men on LinkedIn.
We believe this is partially due to the fact that LinkedIn does not meet all the points
in the female need trifecta—it is lacking in entertainment value and definitely doesn’t
facilitate women “having some fun.”


117 million MySpace profiles                                          11 million LinkedIn profiles
63% are women                                                         36% are women

110 million Facebook profiles
55% are women

women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009              21
the power of pass along
Digital Divas are even more socially connected and represent a large activation potential.
On average, Digital Divas have 171 digital contacts versus mainstream women who
have only 106. Marketers can benefit greatly in letting these Digital Divas talk about
their brands. This word-of-mouth is powerful for all types of things including even CPG
products. When asked if they were willing to pass along information about CPG products,
nine out of ten women we surveyed said yes!

In fact, 92% of women in our survey pass along information they find about best
shopping deals to their friends and family.

here is what women told us they have passed along to their friends, family:
“…a coupon for a free Polly Pocket product because I thought my friends’ kids
would be interested”
“…home loan info because I found a home for my mother in the area”
“…recommendations for products, if they work—I only pass stuff along if I believe
in the product”
“…the recipe box function on foodnetwork.com because it was a neat way to track
recipes and try new things”
“…rebate info because I knew everyone would love it”
“…a grocery game because it was a cool way to save money on groceries”

feedback fosters loyalty
Women love to express their opinions, and smart marketers can benefit from that.
A study published in the Harvard Business Review reported that customers who are asked
for feedback are more likely to stick to a brand because they appreciate the companies
that show they care about what customers think12.

In addition, we found that 75% of our women would be willing to be part of a special/
selective online panel. They like to share with friends and family and are eager to engage
in more two-way conversations with marketers. Make it easy for them to connect with
you and they will be sure to share the wealth.



women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   22
case in point: In the Motherhood
One of the best examples of an ultimate sharing site is In The Motherhood, a
collaboration between MSN, Mindshare and Ogilvy for marketers Suave and Sprint.
This site invited women to send in their personal parenting stories, the best of which
are eventually produced as webisodes. Both brands earned significant lifts in branding
metrics from this program.




case in point: Dove’s Campaign for Real Beauty
Another example is Dove’s Campaign for Real Beauty. Millions of women around the
world have been talking about beauty on campaignforrealbeauty.com. The beauty of this
site is that it facilitates conversations and debates about what real beauty is. It is not
the marketer Dove telling women what beauty should be, but is women engaging in a
healthy debate about the issue.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   23
digitAL hAs chAnged the wAy women | Shop
It is no surprise that women love to shop. The surprise is that women even love to shop for
household items.



shopping in terms of household items:




       16%                         38%                       33%                     10%                4%
     love shopping*              like shopping              are neutral         don’t like shopping   hate shopping



*And Digital Divas are more passionate about shopping than women in general (27% vs. 16%)




Not only do women like to shop, 57% of women say the Internet and mobile phones
have changed the way they shop. Many purchases begin online. Furthermore, 62% of
the female online population uses both online (camera phone, text message) and offline
tools to gather information before they buy.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                           24
women in our study told us…

“I am a coupon and freebie queen. I can always go to the product web site and
 request a coupon.”

“My daughter and I go to the coupon savings web sites before we grocery shop.”

“I check out the store circulars online to see what’s on sale before I shop.”

And, in the last two years, online shopping has increased by 40%. Now, 85% of the online
population has made an online purchase, 54% in the last six months. They are engaging
in all kinds of shopping behavior online, even buying packaged goods online.

“I actually have a subscription for my paper products and detergent
 on Amazon.com.”




Burning the Midnight Oil

To find time to do all this shopping, women
are sleeping less. They have have so much to
do during the day that much of their online shopping
happens late at night while everyone else is asleep
(or they sneak in their shopping while at work).
Moms are most often online between 8 and 10 pm. Our study
shows that 54% of women shop between 5 pm and midnight.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   25
where the digitAL spAce is fALLing short
We asked women directly to tell us their digital dreams and what would make their lives
better, easier, richer or more fulfilling. We found that women can‘t articulate or even
imagine what is possible in the digital space in this regard.

And then when we presented women with a series of digital ideas that could make their
lives better, most of the ideas they liked were about efficiency as that was the most
tangible and relatable way to improve their lives. They gravitated toward things like
paperless coupons that are scannable at store registers from a phone or hand-held
wireless devices.

“… I wouldn’t need to clip coupons or remember to carry them with me.”

Another idea they warmed up to was emailable
receipts that could help women monitor their
spending and give them dynamic shopping
summaries.

Digital media can help in navigation of the store
so women can more easily find the items they
need. While there are certainly a lot of in-store
electronic media, the need to be able to find items easily and receive information about
products when in the store is still largely unmet. This is where technology such as
microsoft media cart can fulfill this need.


Finally, we asked women which brands they trust the most in delivering on these
digital dreams. The most-mentioned company was Microsoft. This is probably because
Microsoft provides more digital contact points than any of the other companies we listed.
Indeed, Microsoft is a portal, a search engine, mobile software, a gaming entity through
Xbox, an operating system and some of the most used application software like Office.


which company can best deliver on Digital Dreams?

microsoft 24%                   google 13%                     At&t 7%                    Apple 6%   hp 4%



women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009                  26
how mArketers cAn engAge women And
BrAnds in the digitAL spAce

our study leads us to a dozen points of action
for marketers:

1 dream bigger than your consumers
Marketers must dream bigger than
their consumers. Women want a lot
from the digital space but cannot
fathom all the possibilities.
Go beyond typical marketing tactics like couponing and get creative. Take advantage of
the way digital can fulfill needs and build relationships to drive digital innovation and
marketing plans.

2 remember the Female Need Trifecta: get the 411, stay connected and have some fun
Evaluate media tactics in terms of how well they provide women information,
socialization and delight.

3 Squeeze yourself in
Make it easy for women to engage with your brand. Create flexible content that she can
consume in the time she has available whether it is five or 50 minutes.

4 Let women talk themselves into loving you
Utilize message boards and blogs as channels. Remember, 75% of women want to
sign up to be part of a consumer panel. Let them talk. They can be the most powerful
advocates for your brand (and have the extra 5,000 words to do so).

5 make it pretty functional
Women want something that is both pretty and functional. Design without function is
aggravating and function without design is uninspiring.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009     27
6 get her smart before the cart
She is using the Internet as a tool to do her online shopping and to prepare for all of her
offline shopping. If you can get her to think about your brand in new ways before she
opens up her pocketbook, you’re bound to win big.

7 get ahead of the conversation
Conversations are going to happen with or without you. It is better to be there so you can
monitor, participate in and facilitate the dialogue.

8 make house calls
When in doubt it’s all about her place, not yours. Be in the spaces and places that fit her
digital lifestyle. Don’t expect her to come to your homepage—bring your content to her.

9 consider not being “top of mind”
Not being top of mind isn’t necessarily a bad thing, especially if you are marketing a
low-interest CPG item. Automating the purchase of your brand or product can make
her day if you are taking something off her to do list.

10 get personal; take your corporate hat off
Don’t be afraid to break down the distance between you and your consumers. Brands
that engage with their consumers on a more genuine, personal level are more apt to get
women on their side. This is a sure way to build trust and gain their loyalty.

11 stay on top of trends without getting caught up in them
By the time you catch up, the Digital Divas will be on to the next new thing. The
landscape is always changing and marketers should be aware of what is happening
without actually acting on each and every “flavor of the month” trend. Be smart and
do what is right for your brand and your consumer, not necessarily what is hot.

12 don’t get distracted from the brand/consumer relationship
Remember, at the end of the day, the most important thing is building a relationship
between your brand and your consumer. The brand/consumer relationship is eternal.
Digital provides dynamic and effective ways to strengthen this relationship.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   28
how we did our reseArch
We used a variety of research methodologies and sources to understand women
in their digital domain across all ages and lifestages.


greenfield consulting group conducted all our qualitative research.
» In-depth media diaries from 62 women
» 12 Focus Groups in Irvine, Chicago and Nashville
» 12 In-home Ethnographies
» 21-person Idea Station panel over a week with digitally sophisticated women


we also used quantitative research.
» A robust online survey among a representative sample of 800 adult women
  conducted through MarketTools
» Data from MORe, Mindshare’s ongoing online consumer survey of 1,200 adults
  conducted through LightSpeed Research
» Various secondary sources as noted




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   29
end notes
 1 Business Week, September 2008

 2 Business Week, February 2005

 3 Psychology Today, July 2004

 4 BlogHer/Compass Partners Social Media Study 2008

 5 Pew/Internet, December 2008

 6 MRI, Spring 2009

 7 Mindshare’s MORe Annual Study of U.S. Consumers

 8    Mindshare’s MORe Annual Study of U.S. Consumers

 9 BlogHer/Compass Partners Social Media Study 2008

10    BlogHer/Compass Partners Social Media Study 2008

11 Forrester North American Technographics Benchmark Study

12 Harvard Business Review: Giving Customers a Fair Hearing, April 2008,
   How Connecting with the Groundswell Transforms Your Company: Embracing Social
   Technologies in Your Business, March 2008




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   30
About microsoft Advertising:
Microsoft Advertising provides world-class advertising tools and solutions for digital
advertisers and publishers to drive brand and consumer engagement. The portfolio includes
all of Microsoft’s digital advertising businesses: its global media network that includes
MSN, Windows Live, Office Live, Xbox LIVE, Live Search, Facebook and more, and its global
technology platforms and tools that include Atlas, AdECN, adCenter, DRIVEpm, Massive
and ScreenTonic, which together create engaging digital advertising experiences for their
consumers. Microsoft Advertising helps make buying and selling media simple, smart and
cost-effective across media and devices in the Microsoft network of properties and beyond,
which spans 42 markets globally and 21 languages. Visit http://advertising.microsoft.com for
more information.

About microsoft:
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services
and solutions that help people and businesses realize their full potential.



About ogilvy chicago:
Founded in 1976, Ogilvy Chicago, which includes Ogilvy & Mather, OgilvyAction and OgilvyOne,
is a one-of-a-kind shop that utilizes a 360 Degree Brand Stewardship approach to clients,
including Allstate, BP, Kraft and Unilever. The agency was recently named “digital agency
of record” for Chicago 2016; and recently brought home a Grand EFFIE and a Global EFFIE
for its revolutionary Dove “Campaign for Real Beauty.” Forrester recently ranked Ogilvy
interactive the #1 digital agency.

Ogilvy Chicago is a unit of The Ogilvy Group, which is part of WPP Group plc (NASDAQ:
WPPGY,) one of the world’s largest communications services groups.



About mindshare:
Mindshare is a global marketing and media services network with billings in excess of
$23 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout
the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging
competitive marketing advantage for businesses and their brands. Mindshare is a member
of WPP, the world’s leading communications service group with $63.5bn in billings (source:
RECMA), and is part of its GroupM media services operation. For more information, please
visit: www.mindshareworld.com.




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009    31
for informAtion, contAct:

Beth uyenco, Microsoft Advertising
bethu@microsoft.com
T: 312.920.5671



graceann Bennett, Ogilvy
Graceann.Bennett@ogilvy.com
T: 312.856.8218



debbie solomon, Mindshare
debbie.solomon@mindshareworld.com
T: 312.242.1218




women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009   32
Women in Their Digital Domain

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Women in Their Digital Domain

  • 1. WOMEN in their digital d omain digital paths to seeking, sharing & shopping June 2009
  • 2. introduction There is no question the world has gone digital. This has greatly impacted consumers’ lives and brought about dramatic changes in marketing. For women, who still do the majority of household purchasing in America, digital communications fulfill unique needs, which in turn offer marketers more engaging ways to connect buyers with their brands. So we set out to understand how marketers can make best use of all that the digital realm has to offer. Specifically, we asked the following questions: Q: How are women of all ages and lifestages using technology? Q: How can brands leverage digital media and tools to deepen their relationship with women? Q: How can we create and build true brand engagement in the digital space? With greater accessibility, rich content and a communal environment, digital media have become an indispensable component in women’s lives. We find women’s engagement with digital media to be comprised of consuming, sharing and producing. This report takes a look at women in their digital domain and what that means to marketers. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 1
  • 3. why women Are importAnt Women have a lot of pocket power. In fact they have $5 trillion worth, which accounts for half of the GDP1. They also influence 80% of all buying decisions in a home. While women earn less money than their male counterparts (78 cents to every dollar), in the past three decades, men’s median income has barely budged—up just 0.6%, while women’s has soared 63%2. Women are very expressive. They speak 7,000 words a day while men speak an average of 2,000 words3. Indeed, women are using some of those 5,000 words in the digital space. Thirty-five percent of women participate in the blogosphere weekly and about 175,000 blogs are generated each day4. Women are connected. Nielsen Mobile reports that more than 13.5 million women now have adopted the business-born smartphone to keep their days and nights organized. This number has doubled in the past two years and shows no sign of slowing down. Contrary to conventional thinking, women are also gamers. More than half of women play some kind of digital game (video games, online games, gaming in virtual worlds)5 and 36% have played a game in the past 30 days6. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 2
  • 4. gender And Attitudes towArd technoLogy Men and women differ in their attitudes toward technology. What men see as gadgets women see as tools for them to access the content they want. Women think less about the technology itself and more about how it helps them accomplish their tasks and enhance their ability to pursue interests. When we asked about their affinity to certain devices one woman said, “I don’t care what it is; I just care what it does!” The Internet is just another channel for them to do what they enjoy: shopping, talking and caring. It is interesting to look at women’s and men’s digital behaviors separately. We’ve learned men prefer more information-driven activities whereas women prefer personalized entertainment-driven activities. For example, men are more likely to surf the Web on their mobile, but women are more likely to take photos, send text and multimedia messages and download ringtones. And aesthetics matter more to women. They are drawn to well-designed, user-friendly and personally relevant information and tools. This translates well into the digital space. Women want things that work well and they want these things to look good, too. Function without design is uninspiring; design without function is frustrating. At the end of the day, marketers need to remember that women are women—wherever they are and whatever they are doing. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 3
  • 5. how digitAL mediA hAve trAnsformed women’s Lives wired Women are living in a very wired world, leading very wired lives. Mainstream digital users rely on an average 5.8 screens and actively use 12 digital devices in their homes or personal lives. Digital Divas utilize on average 7.3 screens and have 14 active digital devices. Seventy-five percent of all women have TVs, digital cameras, DVD players, desktop computers, high-speed computers and mobile phones. Digital Divas have even more. no off switch In today’s digital world, women hardly sleep. More than half (58%) of all women say they never unplug. Interestingly, although there is no “off” switch in their lives, women are managing to stay in control of how, when and where they engage in media by utilizing the digital “controllers” they have at their fingertips, e.g., FF, DVR, online radio, Wi-Fi, VOD. no Boundaries Increasingly, lines between work, family and treasured “Me time” are blurred due to the digital world’s 24/7 accessibility. Technology is fully integrated into almost every aspect of a woman’s life—while she’s at work, in her home and even when she’s on the go racing from one activity to the next. She makes full use of TVs, HDTV, DVD players, DVRs/PVRs, digital cable, Wi-Fi, satellite radio, HD radio, MP3 players, portable game systems, handheld wireless devices, Web cameras, GPS devices and more. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 4
  • 6. mega media meshing and multitasking Women have always been good multi-taskers but with digital tools at their disposal, they take multitasking abilities to new heights. To meet the simultaneous demands they face, women divide up their attention while engaging with multiple media touch points. At least 62% of all women multi-task while consuming any form of media (TV, radio, reading newspaper/magazine, using the Internet and cell phone). Mothers, in particular, are gifted multi-taskers7. Forty-seven percent of at-home Internet use occurs simultaneously with other media involvement; 16% of women’s at-home Internet use is done while watching TV; 60% of women’s Internet use is done outside the home while working8. taking the Blogosphere to the stratosphere Women are naturally drawn to forums where they can connect and share with others. It isn’t surprising that women—mothers in particular—have latched on to blogging. The rate in which blogging has exploded among women is truly phenomenal. The blogosphere doubles every 236 days! In total, there are around 77 million blogs, and an additional 1.3 million are posted daily. That’s two new blogs every second! In just three years, some predict, 50% of all the content online will be user-generated9. Women drive the blogging phenomenon. Thirty-six million women participate in the blogosphere weekly: 15 million publish at least once a week and 21 million read/post comments weekly. Even more fascinating is that greater than 50% of women believe blogs are reliable sources for information10. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 5
  • 7. the roLe of digitAL Across Ages And LifestAges 25-34 The core of Gen Y, technology is inextricably linked to their natural rhythm of life. This group is comprised of women who are digital naturals, second only to kids who are true digital natives. They engage in a most diverse repertoire of digital activities. Their preferred channels are cell phones, email, social networks, MP3 players and online shopping. for gen y, sociability is key. 35-44 The core of Gen X, technology is seen as a tool to help manage life. This group is comprised of adult women at the height of their careers and/or busy caring for families. They, by far, are the hardest working group. Given their very full lives, technology serves to increase efficiencies in their personal lives, at home with their families or in regard to their careers. for gen Xers, connectivity is key. 45-54 The core of Early Boomers, technology is a life enhancer. In this group there are as many digital adopters as there are digital resisters. This group has more time and, in some cases, the highest income across all three groups. We find a lot of these women engaging in non-essential activities like online shopping, pursuing passions and casual gaming. for early Boomers, facilitating their personal passions is key. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 6
  • 8. segmenting women Across the digitAL domAin Our quantitative study revealed three segments of women defined by varying degrees of digital sophistication. We quickly learned that most women are quite modest when it comes to their digital proficiency. When asked, the majority of women claim to be somewhere in the middle of the spectrum. Seventy-five percent of women were more “Mainstream Digital Users,” agreeing with the following statement: Technology is part of my life on a basic level but by no means do I consider myself an expert. Only 9% of women in our study were “Digital Outliers,” agreeing with the statement: If all digital devices disappeared, I’d probably be the last to notice. Sixteen percent of women fell on the far end of the digital continuum. These women are the true tech leaders who we are calling the Digital Divas. They agreed, confidently, with the following: I use more sophisticated technology than the average person and I’m seen as someone who is “in the know” and on the cutting edge of technology. digital mainstream digital outliers users divas 9% 75% 16% women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 7
  • 9. It is not surprising that young adults are most digitally inclined. There are more Gen Y Digital Divas than there are Early Boomer Digital Divas. proportion of digital divas by Age 31% Gen X 48% Gen Y 21% Early Boomers SOURCE: Women in their Digital Domain quantitative survey Digital Divas are an important cohort to understand. This group serves as a precursor for what is to come. In due time, more mainstream digital users will adopt today’s more sophisticated digital behavior. Growth of the Digital Diva population will translate into new opportunities for brands to connect with women in digital space and ultimately grow their businesses. So, we believe brands should follow the Divas! women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 8
  • 10. defining the digitAL divAs four defining traits of digital divas: 1 multiplicity Digital Divas engage in a wide array of digital activities. They have Wi-Fi and handheld wireless devices. They are more likely to use the most sophisticated technologies such as podcasts, widgets, satellite radio, HDTV and Telenav. 2 intensity Digital Divas are the heaviest users of the most popular digital channels. They are unable to live without email, downloading music or online shopping. They are more passionate about shopping and shop more than other women. In fact, 22% shop online once a day. They also feel that technological advancements in the digital space are blessings not curses. 3 sociability Digital Divas are most likely to view cell phones and computers as extensions of themselves. Moreover, they like to decorate their domain according to their unique style or preference. They are more connected to others and twice as likely to spend time with friends or family on a daily basis. Eighty-six percent pass along interesting “finds” to others. 4 competence Digital Divas are confident in their ability to master new technologies. They agree with the statement: I am seen to be on the cutting edge of things. They are the digital trendsetters. Mainstream Users, in comparison, engage in more common digital activities like emailing and texting. Also, they frequent a grocery store once a week but are more likely to make that their one-stop shop! They are less confident in their ability to “take on” technology. Although connectivity is equally important to Mainstream Users, they spend less time with friends and family on a daily and weekly basis than Digital Divas. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 9
  • 11. fActoring moms into the eQuAtion A large proportion of moms are Digital Divas. In fact, 51% of Digital Divas are moms. Being a mom drives a measurable uptick in digital behavior across various touchpoints. The Internet serves as a link to the “outside world” for Mom, especially Mom with a baby at home. 84% of new moms research products online. This is more than the national average for women, which is just 78%11. 82% of new moms purchase products online. which is also higher than the national average for women. Moms are not just utilizing the Internet as a tool to facilitate research and shopping, they are also active participants and creators of content. While only one quarter of new moms are content creators, they are twice as likely as the average US adult to be a content creator. They do this by publishing, maintaining or updating a blog or Web page. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 10
  • 12. whAt women reALLy wAnt in the digitAL spAce Marketers need to understand female consumers’ needs and dissatisfactions in order to offer up intuitive solutions that strengthen their brand/consumer relationship. Our research uncovered universal needs that transcend time and technology. These are: 1 get the 411 Have information accessible to them right at their fingertips. They want to be able to find what they want, when they want it, how they want it. 2 stay connected Women have an undeniable need to communicate with others. It is critical for them to stay connected to friends and family. 3 have some fun Women want to be entertained, learn new things, explore hobbies, watch their favorite shows, listen to their favorite tunes, etc. 4 check things off their list Women are task tacklers. On any given day, a woman will have a number of tasks on her “to do” list. Women look to the digital space to get advice and tools to help them accomplish their laundry list of to-do’s. 5 steal some me time Sixty-eight percent of adult women spend less than an hour on themselves every weekday. Despite this startling statistic, women do have a need for a little “me time.” The question is where can they fit it in? Are there digital solutions to help women accomplish more in less time so they can squeeze in time for themselves offline or are there surprising ways we can reach women via digital touch points that could make their time spent online more enjoyable? 6 follow your Bliss Every woman wants to explore her personal passions, whether it is dieting, photography, writing, digital scrapbooking, organizing or gaming. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 11
  • 13. Marketers’ entry fee into a woman’s digital domain is to deliver on at least one of her fundamental needs. Of course, the marketers who win big are those who put their wager on delivering the female need trifecta. The three needs that make up the female need trifecta are Get the 411, Have Some Fun and Stay Connected. After meeting the trifecta needstates, addressing the other needs would be a bonus. The Female Need Trifecta: get the 411 stay have Connected some Fun women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 12
  • 14. these are some of the activities that can fulfill The Female Need Trifecta: get the 411 stay Connected have some Fun Email • • Podcasts • • Reading RSS Feeds • Doing Online Research • Using a Widget • Listening to Radio • • Buying Products Online • Researching Products to Buy • Reading Ratings or Reviews • by Others Reading Blogs • • Reading Message Boards • • Posting Questions to Message • Boards Playing Multi-Player Games • • Uploading Pictures • • Visiting Social Networking Sites • • Instant Message • Posting a Rating or Review • Tagging Pictures of • • Friends/Family Creating Own Web Page • • Downloading Music Videos • Playing Casual Online Games • Watching Videos/TV Shows Online • Listening to Online Radio • women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 13
  • 15. digitAL: BLessing or curse? we Asked women: “If you had to choose whether or not the following were blessings or curses of technology, what would you choose?” We learned the digital space fulfills women with its wealth of blessings: Rewards, Loyalty Cards 88% RSS Feeds 52% Cell Phone 85% YouTube 50% Coupons Via Computer 81% Coupons Via Mobile 47% TIVO/DVR 77% Video on Demand 70% Opt-In Daily Emails 68% Handheld Wireless Device 63% The only “curses” are those activities/types of communication that are out of their personal control. Women do not ever like to feel invaded or “out of control” of when and who is speaking to them. YouTube may seem a jumble with its vast amount of content; and often the information they are looking for is mixed in with content they would rather avoid. Coupons via mobile are still not accepted in most stores, thus creating more annoyance than ease. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 14
  • 16. the strongest Bonds we also asked women: “If you were told you had to throw out your TV, laptop (with Internet) or cell phone, which would you choose to get rid of?” They told us the PC/Laptop would be the last to go. 47% would throw out their TV 42% would throw out their cell phone only 11% were willing to throw out their personal laptop A woman’s computer is her most valuable digital tool because it can be used interchangeably with other devices. Nowadays, women can watch their favorite shows online, IM instead of phoning, and get the latest and greatest news updates instantly. we wanted to identify which devices were most important so we asked: 90% “Imagine that some type of freak disaster 85% 80% occurs and for an entire month you can 70% only engage in three digital activities. 60% Which would they be?” 50% email, by far, was the most important. 40% 39% It’s their primary form of communication— 30% 33% effective, inexpensive, immediate and 20% 25% 21% convenient. 10% 0% Email Online Online Online Instant Searches Gaming Shopping Messaging women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 15
  • 17. home sweet home We also asked what their homepage was on their personal computer and found that homepages are typically their port of entry for the Web. Here is how the age groups differed: generation y generation X early Boomers 90% have Portal/ 75% have Portal/ 70% have Portal/ Customizable homepages Customizable Customizable (e.g., Yahoo!, MSN, Google) homepages homepages 5% have Niche homepages 10% have Niche 20% have their Internet (Daily Plate, IMDB) homepages Service Provider (ISP) set as their homepage 5% have their Internet 15% have their Internet Service Provider (ISP) set Service Provider (ISP) 10% don’t know what as their homepage set as their homepage their homepage is or how to set it Women want to be able to customize their homepages and gravitate toward portal sites allow them to “decorate” their world just the way they want. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 16
  • 18. out with the oLd And in with the digitAL No longer are women tied to traditional ways of completing their “to do” lists. A woman’s digital domain is filled with tools to help her more efficiently complete tasks. We asked women what tools or references they have stopped using or use less of today and this is what they said: % who say they use the tool less or never today yellow pages 47% newspaper 26% travel agent 35% desk calendar 24% cds 35% recipe binder 22% Address book 26% scrapbooking 22% Birthday cards 26% clip coupons 17% And these are the digital switches women are making: out with the old in with the digital Yellow Pages Online search (Google, Yahoo!, MSN) Keep desk calendar Google Calendar, Outlook Mail birthday cards E-cards they can personalize Buy CDs/records iTunes, Amazon, Pandora Reading newspaper RSS feed reader, Digg Maps GMS, Telenav, Mapquest 411 Google Information Gossip/nosy neighbor Twitter, Facebook status, Zillow Booking trips via travel agent Expedia, Kayak, Cheaptickets Berlitz tapes Frenchcafe.com Coordinate schedules (pen/paper) Dopplar Feel alone with problems Online support, Skype, social networks women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 17
  • 19. seeking Sharing & shopping women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 19
  • 20. digitAL hAs chAnged the wAy women | Seek Women are turning to the Internet where they have 24/7 access to unlimited amounts of information on anything and everything. Seventy-three percent of women say the Internet and mobile phones have affected the way they seek out information. The Web offers information that is immediate, aggregated and intimate. It is immediate in the sense that the Internet provides “instant gratification” and therefore provides greater efficiency to match women’s task orientation. Another benefit of the Internet is that the most relevant information can be easily found through aggregation. Web sites like TripAdvisor or Amazon.com combine information from various sources so women can go to a “one stop site” instead of hunting through multiple sites. The Internet makes it very easy to aggregate pricing, comparisons and reviews. Finally, information can be made more intimate. More meaningful information is delivered person-to-person—the more genuine and real the better. The human element is becoming increasingly important in the virtual world. The more the digital experience mirrors the real world, the better. Women want to receive rational sound bites of information with a dose of genuine emotion. Higher-level ways to transmit information occur in intimate ways. And whom do they trust in this space? Interestingly, “strangers with experience” are gaining credibility, beating out teachers and religious leaders. most trusted sources 1 Friends, family 2 strangers with experience 3 Teachers 4 Religious leaders 5 Newspapers, magazines Source: Bridge Ratings/University of Massachusetts, eMarketer 2007 women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 20
  • 21. digitAL hAs chAnged the wAy women | Share No longer is the Internet just about information seeking. Seventy-one percent of women say the Internet and mobile phones have affected the way they share. It is also about creating and sharing. Everywhere you look there are new ways to exchange news and views on products and services. it’s all about community Women’s community sites are the second largest growth sector online, second only to politics. And, women are highly engaged in the social networking space, with the top 10 social networks for women 18+ being: Unique Monthly Female Visitors in Millions 1 Facebook 31.5 2 MySpace 28.5 3 Classmates 8.1 4 Twitter 8.0 5 MyLife.com 5.3 6 Bebo 4.2 7 Yahoo! Buzz 4.0 8 Buzznet 3.9 9 Windows Live Profile 3.8 10 LinkedIn 3.5 SOURCE: Comscore Media Matrix April 2009 Interestingly, when you look at the total number of people who have profiles, women outnumber men on MySpace and Facebook but are outnumbered by men on LinkedIn. We believe this is partially due to the fact that LinkedIn does not meet all the points in the female need trifecta—it is lacking in entertainment value and definitely doesn’t facilitate women “having some fun.” 117 million MySpace profiles 11 million LinkedIn profiles 63% are women 36% are women 110 million Facebook profiles 55% are women women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 21
  • 22. the power of pass along Digital Divas are even more socially connected and represent a large activation potential. On average, Digital Divas have 171 digital contacts versus mainstream women who have only 106. Marketers can benefit greatly in letting these Digital Divas talk about their brands. This word-of-mouth is powerful for all types of things including even CPG products. When asked if they were willing to pass along information about CPG products, nine out of ten women we surveyed said yes! In fact, 92% of women in our survey pass along information they find about best shopping deals to their friends and family. here is what women told us they have passed along to their friends, family: “…a coupon for a free Polly Pocket product because I thought my friends’ kids would be interested” “…home loan info because I found a home for my mother in the area” “…recommendations for products, if they work—I only pass stuff along if I believe in the product” “…the recipe box function on foodnetwork.com because it was a neat way to track recipes and try new things” “…rebate info because I knew everyone would love it” “…a grocery game because it was a cool way to save money on groceries” feedback fosters loyalty Women love to express their opinions, and smart marketers can benefit from that. A study published in the Harvard Business Review reported that customers who are asked for feedback are more likely to stick to a brand because they appreciate the companies that show they care about what customers think12. In addition, we found that 75% of our women would be willing to be part of a special/ selective online panel. They like to share with friends and family and are eager to engage in more two-way conversations with marketers. Make it easy for them to connect with you and they will be sure to share the wealth. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 22
  • 23. case in point: In the Motherhood One of the best examples of an ultimate sharing site is In The Motherhood, a collaboration between MSN, Mindshare and Ogilvy for marketers Suave and Sprint. This site invited women to send in their personal parenting stories, the best of which are eventually produced as webisodes. Both brands earned significant lifts in branding metrics from this program. case in point: Dove’s Campaign for Real Beauty Another example is Dove’s Campaign for Real Beauty. Millions of women around the world have been talking about beauty on campaignforrealbeauty.com. The beauty of this site is that it facilitates conversations and debates about what real beauty is. It is not the marketer Dove telling women what beauty should be, but is women engaging in a healthy debate about the issue. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 23
  • 24. digitAL hAs chAnged the wAy women | Shop It is no surprise that women love to shop. The surprise is that women even love to shop for household items. shopping in terms of household items: 16% 38% 33% 10% 4% love shopping* like shopping are neutral don’t like shopping hate shopping *And Digital Divas are more passionate about shopping than women in general (27% vs. 16%) Not only do women like to shop, 57% of women say the Internet and mobile phones have changed the way they shop. Many purchases begin online. Furthermore, 62% of the female online population uses both online (camera phone, text message) and offline tools to gather information before they buy. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 24
  • 25. women in our study told us… “I am a coupon and freebie queen. I can always go to the product web site and request a coupon.” “My daughter and I go to the coupon savings web sites before we grocery shop.” “I check out the store circulars online to see what’s on sale before I shop.” And, in the last two years, online shopping has increased by 40%. Now, 85% of the online population has made an online purchase, 54% in the last six months. They are engaging in all kinds of shopping behavior online, even buying packaged goods online. “I actually have a subscription for my paper products and detergent on Amazon.com.” Burning the Midnight Oil To find time to do all this shopping, women are sleeping less. They have have so much to do during the day that much of their online shopping happens late at night while everyone else is asleep (or they sneak in their shopping while at work). Moms are most often online between 8 and 10 pm. Our study shows that 54% of women shop between 5 pm and midnight. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 25
  • 26. where the digitAL spAce is fALLing short We asked women directly to tell us their digital dreams and what would make their lives better, easier, richer or more fulfilling. We found that women can‘t articulate or even imagine what is possible in the digital space in this regard. And then when we presented women with a series of digital ideas that could make their lives better, most of the ideas they liked were about efficiency as that was the most tangible and relatable way to improve their lives. They gravitated toward things like paperless coupons that are scannable at store registers from a phone or hand-held wireless devices. “… I wouldn’t need to clip coupons or remember to carry them with me.” Another idea they warmed up to was emailable receipts that could help women monitor their spending and give them dynamic shopping summaries. Digital media can help in navigation of the store so women can more easily find the items they need. While there are certainly a lot of in-store electronic media, the need to be able to find items easily and receive information about products when in the store is still largely unmet. This is where technology such as microsoft media cart can fulfill this need. Finally, we asked women which brands they trust the most in delivering on these digital dreams. The most-mentioned company was Microsoft. This is probably because Microsoft provides more digital contact points than any of the other companies we listed. Indeed, Microsoft is a portal, a search engine, mobile software, a gaming entity through Xbox, an operating system and some of the most used application software like Office. which company can best deliver on Digital Dreams? microsoft 24% google 13% At&t 7% Apple 6% hp 4% women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 26
  • 27. how mArketers cAn engAge women And BrAnds in the digitAL spAce our study leads us to a dozen points of action for marketers: 1 dream bigger than your consumers Marketers must dream bigger than their consumers. Women want a lot from the digital space but cannot fathom all the possibilities. Go beyond typical marketing tactics like couponing and get creative. Take advantage of the way digital can fulfill needs and build relationships to drive digital innovation and marketing plans. 2 remember the Female Need Trifecta: get the 411, stay connected and have some fun Evaluate media tactics in terms of how well they provide women information, socialization and delight. 3 Squeeze yourself in Make it easy for women to engage with your brand. Create flexible content that she can consume in the time she has available whether it is five or 50 minutes. 4 Let women talk themselves into loving you Utilize message boards and blogs as channels. Remember, 75% of women want to sign up to be part of a consumer panel. Let them talk. They can be the most powerful advocates for your brand (and have the extra 5,000 words to do so). 5 make it pretty functional Women want something that is both pretty and functional. Design without function is aggravating and function without design is uninspiring. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 27
  • 28. 6 get her smart before the cart She is using the Internet as a tool to do her online shopping and to prepare for all of her offline shopping. If you can get her to think about your brand in new ways before she opens up her pocketbook, you’re bound to win big. 7 get ahead of the conversation Conversations are going to happen with or without you. It is better to be there so you can monitor, participate in and facilitate the dialogue. 8 make house calls When in doubt it’s all about her place, not yours. Be in the spaces and places that fit her digital lifestyle. Don’t expect her to come to your homepage—bring your content to her. 9 consider not being “top of mind” Not being top of mind isn’t necessarily a bad thing, especially if you are marketing a low-interest CPG item. Automating the purchase of your brand or product can make her day if you are taking something off her to do list. 10 get personal; take your corporate hat off Don’t be afraid to break down the distance between you and your consumers. Brands that engage with their consumers on a more genuine, personal level are more apt to get women on their side. This is a sure way to build trust and gain their loyalty. 11 stay on top of trends without getting caught up in them By the time you catch up, the Digital Divas will be on to the next new thing. The landscape is always changing and marketers should be aware of what is happening without actually acting on each and every “flavor of the month” trend. Be smart and do what is right for your brand and your consumer, not necessarily what is hot. 12 don’t get distracted from the brand/consumer relationship Remember, at the end of the day, the most important thing is building a relationship between your brand and your consumer. The brand/consumer relationship is eternal. Digital provides dynamic and effective ways to strengthen this relationship. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 28
  • 29. how we did our reseArch We used a variety of research methodologies and sources to understand women in their digital domain across all ages and lifestages. greenfield consulting group conducted all our qualitative research. » In-depth media diaries from 62 women » 12 Focus Groups in Irvine, Chicago and Nashville » 12 In-home Ethnographies » 21-person Idea Station panel over a week with digitally sophisticated women we also used quantitative research. » A robust online survey among a representative sample of 800 adult women conducted through MarketTools » Data from MORe, Mindshare’s ongoing online consumer survey of 1,200 adults conducted through LightSpeed Research » Various secondary sources as noted women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 29
  • 30. end notes 1 Business Week, September 2008 2 Business Week, February 2005 3 Psychology Today, July 2004 4 BlogHer/Compass Partners Social Media Study 2008 5 Pew/Internet, December 2008 6 MRI, Spring 2009 7 Mindshare’s MORe Annual Study of U.S. Consumers 8 Mindshare’s MORe Annual Study of U.S. Consumers 9 BlogHer/Compass Partners Social Media Study 2008 10 BlogHer/Compass Partners Social Media Study 2008 11 Forrester North American Technographics Benchmark Study 12 Harvard Business Review: Giving Customers a Fair Hearing, April 2008, How Connecting with the Groundswell Transforms Your Company: Embracing Social Technologies in Your Business, March 2008 women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 30
  • 31. About microsoft Advertising: Microsoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes all of Microsoft’s digital advertising businesses: its global media network that includes MSN, Windows Live, Office Live, Xbox LIVE, Live Search, Facebook and more, and its global technology platforms and tools that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic, which together create engaging digital advertising experiences for their consumers. Microsoft Advertising helps make buying and selling media simple, smart and cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages. Visit http://advertising.microsoft.com for more information. About microsoft: Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential. About ogilvy chicago: Founded in 1976, Ogilvy Chicago, which includes Ogilvy & Mather, OgilvyAction and OgilvyOne, is a one-of-a-kind shop that utilizes a 360 Degree Brand Stewardship approach to clients, including Allstate, BP, Kraft and Unilever. The agency was recently named “digital agency of record” for Chicago 2016; and recently brought home a Grand EFFIE and a Global EFFIE for its revolutionary Dove “Campaign for Real Beauty.” Forrester recently ranked Ogilvy interactive the #1 digital agency. Ogilvy Chicago is a unit of The Ogilvy Group, which is part of WPP Group plc (NASDAQ: WPPGY,) one of the world’s largest communications services groups. About mindshare: Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA), and is part of its GroupM media services operation. For more information, please visit: www.mindshareworld.com. women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 31
  • 32. for informAtion, contAct: Beth uyenco, Microsoft Advertising bethu@microsoft.com T: 312.920.5671 graceann Bennett, Ogilvy Graceann.Bennett@ogilvy.com T: 312.856.8218 debbie solomon, Mindshare debbie.solomon@mindshareworld.com T: 312.242.1218 women in their digitAL domAin: Digital Paths to Seeking, Sharing & Shopping • June 2009 32