MEN ARE FROM   FOURSQUARE, WOMEN   ARE FROM FACEBOOKHOW MEN AND WOMEN DIFFER IN THEIR USE OF SOCIALMEDIA, AND WHAT THEY WA...
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’
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TREND 1: WOMEN ARE MORE SOCIALLYACTIVE THAN MEN
UK                 59%           Nether-                                lands    Germany                                 5...
Women are more active in social media thanmen
The same is true across Europe
Women access social media morefrequently too
We see the same trend Europe-wide
TREND 2: WOMEN ARE MORE LIKELY TOCONNECT WITH PEOPLE THEY KNOW
Women strengthen existing friendship bonds throughsocial networks
Why do women go onto social media?    ’
TREND 3: UK WOMEN ARE MOST LIKELYTO FRIEND OR FOLLOW BRANDS FORDEALS
Why do people follow brands in social media?                           –
TREND 4: MEN ARE MORE LIKELY TODISPLAY STATUS OR OPINIONS
Men are more likely to say where they are
Men are more likely to say what they‟re doing
Men lead on blogging and adding comments to blogs     ’
“   ’   ®““            ”
•          ’•                  “   ”• “           ’      ’
“–    “        ”
“       ’“            ’“                ’    ”
TREND 5: SOCIAL CONSUMERS WANT ARANGE OF RELATIONSHIPS WITHBRANDS                                   27
Getting closer to the consumer• We wanted deeper insights into the relationship between brands and people• So we developed...
Social consumers in Europe: our segmentation          Loyalists              Cheerleaders         Outsiders              O...
Social consumers‟ online habits                                  30
Cheerleaders are at the cutting edge of socialbehaviourAlways on:  – 61% of women cheerleaders use social media    several...
Cheerleaders are networked and influential acrossthe sexes                           Majorly mobile                       ...
Loyalists are most likely to be long-term brandadvocatesTrue brand fans:                    Socially savvy:  – The most li...
Loyalists care most about brand valuesCaring companies:                     Ethical business:  – This group is the most   ...
Opportunists want to know: “What‟s in it for me”?Active in social media:  – two thirds access social networks at least dai...
Engagement opportunities for brands•                   •                 ••                    •                          ...
“”
To discuss what out findings mean for your brandplease contact:                    Helen Nowicka                    UK Hea...
Men are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from Facebook
Men are from Foursquare, Women are from Facebook
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Men are from Foursquare, Women are from Facebook

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  • Good day. It’s my pleasure meeting you, and that you enjoying your day? Can you allowed me to introduce my self to you. My name is Kine Gaye . I will like to get acquainted with you. please I'll be glad if you write to me or send your email address direct at my private email address (kinegaye00@hotmail.com) because i have some important thing i will like to discuss with you privately. Hope to hear from you soon. Kine.
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Men are from Foursquare, Women are from Facebook

  1. 1. MEN ARE FROM FOURSQUARE, WOMEN ARE FROM FACEBOOKHOW MEN AND WOMEN DIFFER IN THEIR USE OF SOCIALMEDIA, AND WHAT THEY WANT FROM BRANDS ONLINE14TH FEBRUARY 2012 NAME OF PRESENTATION, MONTH DAY, YEAR
  2. 2.
  3. 3.
  4. 4.
  5. 5. TREND 1: WOMEN ARE MORE SOCIALLYACTIVE THAN MEN
  6. 6. UK 59% Nether- lands Germany 56% 52% France 51% Belgium 65% PortugalSpain 83%74%
  7. 7. Women are more active in social media thanmen
  8. 8. The same is true across Europe
  9. 9. Women access social media morefrequently too
  10. 10. We see the same trend Europe-wide
  11. 11. TREND 2: WOMEN ARE MORE LIKELY TOCONNECT WITH PEOPLE THEY KNOW
  12. 12. Women strengthen existing friendship bonds throughsocial networks
  13. 13. Why do women go onto social media? ’
  14. 14. TREND 3: UK WOMEN ARE MOST LIKELYTO FRIEND OR FOLLOW BRANDS FORDEALS
  15. 15. Why do people follow brands in social media? –
  16. 16. TREND 4: MEN ARE MORE LIKELY TODISPLAY STATUS OR OPINIONS
  17. 17. Men are more likely to say where they are
  18. 18. Men are more likely to say what they‟re doing
  19. 19. Men lead on blogging and adding comments to blogs ’
  20. 20. “ ’ ®““ ”
  21. 21. • ’• “ ”• “ ’ ’
  22. 22. “– “ ”
  23. 23. “ ’“ ’“ ’ ”
  24. 24. TREND 5: SOCIAL CONSUMERS WANT ARANGE OF RELATIONSHIPS WITHBRANDS 27
  25. 25. Getting closer to the consumer• We wanted deeper insights into the relationship between brands and people• So we developed new consumer segmentation based on a range of social media behaviour and brand interaction - Post comments/pics on own page - Become „friends‟ or „like‟ brands or - Post comments to friends‟ pages products - Post comments on blog - Read blogs or tweets sent out by brands or products - Write blog - Share content on official page of brand - Share content on official page of brand or product or product - Purchase a product from a company‟s - „Check-in‟ to a location social media site - Tweet - Follow brands - Upload photos or videos
  26. 26. Social consumers in Europe: our segmentation Loyalists Cheerleaders Outsiders Opportunists
  27. 27. Social consumers‟ online habits 30
  28. 28. Cheerleaders are at the cutting edge of socialbehaviourAlways on: – 61% of women cheerleaders use social media several times daily, vs 53% of menExpect brands to be socially active: – 2x more likely to see companies sharing info via social media as more trustworthy, men more so than women (33% vs 21%) – Actively follow brands for deals and offers especially women (61% vs 47%)
  29. 29. Cheerleaders are networked and influential acrossthe sexes Majorly mobile – This group is most likely to check reviews or prices while shopping using their mobile phone (53%) – 42% of male Cheerleaders use mobile apps at least daily (vs 33% of female) – Most likely to make purchases using their mobile phone (35% men, 20% women) Influencers: – Three quarters tell at least three friends about products they like (78% women, 71% men)
  30. 30. Loyalists are most likely to be long-term brandadvocatesTrue brand fans: Socially savvy: – The most likely to stay – 62% of female Loyalists committed to a brand and 51% of males access they like once they have social media several found it (75% men, 82% times a day women) – 71% of Loyalists write – 46% will pay more for positive online reviews for products from brands products they like they trust – 95% of Loyalists recommend brands or services to other people – on a par with Cheerleaders (96%)
  31. 31. Loyalists care most about brand valuesCaring companies: Ethical business: – This group is the most – Female loyalists have the highest likely to want to see companies expectations that treating their employees well the brands they support (82%) will avoid animal testing (73% vs 59%) and take steps to reduce packaging (73% vs 67%) – Male loyalists want brands to pay a fair share of tax (73% vs 69%)
  32. 32. Opportunists want to know: “What‟s in it for me”?Active in social media: – two thirds access social networks at least daily (63%)Follow brands for self-interest: – main reasons are for vouchers and discounts (53%), and to enter competitions (41%) – Among women, interest in vouchers rises to 55% and competitions to 56%Interested in value not values: – only 20% of Opportunists would pay 20% more for environmentally-friendly products – Price sensitive: 62% compare costs from at least two sources before a major purchase
  33. 33. Engagement opportunities for brands• • •• • •• •
  34. 34. “”
  35. 35. To discuss what out findings mean for your brandplease contact: Helen Nowicka UK Head of digital, EMEA social media strategist 020 7853 2218 helen.nowicka@porternovelli.co.uk @Helennow Melissa Taylor Director of planning, EMEA 020 7853 2222 melissa.taylor@porternovelli.co.uk @Groovymomma

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