Understanding women’sdigital behaviourAn overview of the female digital worldcredits: Flickr/Marco Gomes 1
“Why are women such badnetworkers?”Article published in The Sunday Times – March 2010Women are not natural networkers...[ ]2
[ ]women love digitalWomen are not natural networkers...social3
“women are a digitalmainstream”women   digitalComScore study – Women are shaping the internet -June 20104
women   digitalSource: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010(*) Estimated UK inter...
76% of UK females checkthe internet every daywomen   digital(*) Age 16+ In the last 3 months. Source: Office for Nationa...
Females spend an averageof 50 * minutes online perdaywomen   digitalComScore data – Women are shaping the internet(*) Av...
using...women   digital8
25% of women in the UK accessed mobilewireless (*)(*) In the last 3 months. Source: Office for National Statistics (ONS) -...
22% of women in the UK accessed laptopwireless connection away from home/work(*) In the last 3 months. Source: Office for ...
they look for...women   digital11
women   digital19.869.540...friendship19,869,540 female UK Facebook usersSource: Facebook. (age 16+) - Sep 2010credits: ...
women   digitalSource: Facebook as cited by Inside Facebook, June 8, 201022%(18-25 years old)8% (55-65 years old)(26-34 ...
... and shoppingwomen   digital14
credits: Flickr/Yourdon57% shop online for clothes and sporting goodsSource: Office for National Statistics (ONS) - UK, "I...
credits: Flickr/mastakilla47% shop online for music and filmsSource: Office for National Statistics (ONS) - UK, "Internet ...
credits: Flickr/Yourdon44% shop online for travel accommodationSource: Office for National Statistics (ONS) - UK, "Interne...
Men spend on average £600*more than women onlinewomen   digitalPaypal study – (*) Average spend in the last 6 months in ...
But...women   digital19
...females quite often shopfor the entire familywomen   digital20
...females love to sharecontent and experienceswomen   digitalWomen are not natural social networkersadvocates21
credits: Flickr/carola rieger photography32% of UK Twitter users are womenSource: Google-Traffic only from Twitter.com / (...
But...women   digitalWho are these women andhow do they behave online?23
credits: Flickr/YourdonWomen make up around 51%of Facebookusers within the UKSource: Facebook. (age 16+) - Sep 2010 / (*) ...
[ ]The connectorswomen   digitalAll about me25
credits: Flickr/Yourdon60%(7,207,520 Users*)of women on Facebook correspond to this groupSource: NatMags Research - Sep 20...
What are some of theirmain interests?women   digital27
The Connectors have a curious nature andsearch around lots of different topicsSource: iCrossing - Data sep 2010- Research ...
...female quite often shopfor the entire familyMain Facebook interests for Connectors areFashion and Cooking RecipesSource...
Top sites visited by Connectors are clusteredaround pregnancy, beauty and retailSource: iCrossing- Google data - Sep 20101...
[ ]othersThe nurturerswomen   digitalAll about31
credits: Flickr/RaulA30% (3,512,480 Users*)of women on Facebook correspond to this group35-50 years oldfeel supported usin...
BeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/Pedi...
BeautyCeleb News/GossipRelationship/DatingAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCo...
Top sites visited by Nurturers are clusteredaround cooking, beauty and parenting35-50 years oldCookingBeautyParentingSourc...
The explorerswomen   digitalRediscovering [ ]me36
credits: Flickr/Peter10% (3,512,480 Users*)of women on Facebook correspond to this group51-64 years oldfeels fulfilled and...
BeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/Pedi...
women   digitalMain Facebook interest for Explorers is primarilyCooking /Recipes51-64 years oldBeautyCeleb News/GossipRe...
Top sites visited by Explorers are clusteredaround genealogy links54-64 years oldGenealogySource: iCrossing- Google data -...
All this means...women   digital41
CareeradviceManicure&PedicureCelebrity GossipSkincareBeautyHaircareCookingRecipesBeautyCareer AdviceCeleb News/GossipCooki...
CookingRecipesFashionCookingRecipesFashion CookingRecipesBut socially have some online interests incommon amongst themBeau...
Also top sites by Unique Visitors in the UK changeaccording to different age range groupCookingBeautyParentingGenealogyPre...
So, what else drivesinterest?women   digital45
Promotions are the top discount intereston Facebook3.69 %Promotions0.01 %DiscountVouchersSource: iCrossing- Facebook data ...
Mobile is also changingwomen’s behaviourwomen   digital47
Mobile search only represented 1% of the totalnumber of searches analysedMobile searchDesktop searchMobile searchSourc...
88% of browsed data analysed was ‘advicerelated’ using mobile whereas only 31% wasdesktopMobile = Get adviceDesktop = Comp...
Average duration of videousage is twice that for menas for womenwomen   digitalComScore study – Source: March 2010 -Sour...
However...women   digital51
33% is the YouTube Share of Total Videoamongst female in the UKcredits: Flickr/Johan LarssonWomen spend a much higher shar...
18-34 years olds account for 87% total YouTubeviews for Beauty and FitnessFaceHairBodycredits: Flickr/re_Source: iCrossing...
95% of women interested in Online Communitiesare between 18-34 years oldTop video interestsApparelGiftsToyscredits: Flickr...
However it seems somecompanies don’t know how tocope with this potentialwomen   digital55
Digitally connected ?[ ]women   digital56
Few cosmetic brands have achieved a connecteddigital approachlaptop wireless outsidework/home050,000100,000150,000200,0002...
Digitally engaged withfemales?women   digital[ ]58
Although influence is remarkable, only few siteshave reached high audience engagementSource: iCrossing - Example of Resear...
What’s next ...women   digital60
Traditional retailers need to ensure they are:women   digital61Capturing pre-qualifiedconsumer interestDesirableUsefulvi...
Traditional retailers need to ensure they are:women   digital62Increasing brandawareness through astrong and consistento...
“The great question that has neverbeen answered, and which I havenot yet been able to answer, despitemy thirty years of re...
Nuria Sadurni – Head of Research &Insight - September 2010Thank you.64www.icrossing.co.ukresults@icrossing.co.uk01273 827 ...
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Understand Women’s Digital Behaviour - EBriks Infotech

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Understand Women’s Digital Behaviour - EBriks Infotech

  1. 1. Understanding women’sdigital behaviourAn overview of the female digital worldcredits: Flickr/Marco Gomes 1
  2. 2. “Why are women such badnetworkers?”Article published in The Sunday Times – March 2010Women are not natural networkers...[ ]2
  3. 3. [ ]women love digitalWomen are not natural networkers...social3
  4. 4. “women are a digitalmainstream”women   digitalComScore study – Women are shaping the internet -June 20104
  5. 5. women   digitalSource: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010(*) Estimated UK internet users - E-marketer data - Feb 201051% of UK internetusers are female19.9 million (*)5
  6. 6. 76% of UK females checkthe internet every daywomen   digital(*) Age 16+ In the last 3 months. Source: Office for National Statistics (ONS) - UK, "InternetAccess 2010: Households and Individuals," August 27, 20106
  7. 7. Females spend an averageof 50 * minutes online perdaywomen   digitalComScore data – Women are shaping the internet(*) Average 25 hours- Europe data - April 20107
  8. 8. using...women   digital8
  9. 9. 25% of women in the UK accessed mobilewireless (*)(*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access2010: Households and Individuals," August 27, 2010credits: Flickr/RozRozMobile wireless9
  10. 10. 22% of women in the UK accessed laptopwireless connection away from home/work(*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access2010: Households and Individuals," August 27, 2010credits: Flickr/RozRozlaptop wireless outsidework/home10
  11. 11. they look for...women   digital11
  12. 12. women   digital19.869.540...friendship19,869,540 female UK Facebook usersSource: Facebook. (age 16+) - Sep 2010credits: Flickr/JulianaCoutinho12
  13. 13. women   digitalSource: Facebook as cited by Inside Facebook, June 8, 201022%(18-25 years old)8% (55-65 years old)(26-34 years old)27%18% (35-44 years old)14% (45-54 years old)13
  14. 14. ... and shoppingwomen   digital14
  15. 15. credits: Flickr/Yourdon57% shop online for clothes and sporting goodsSource: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households andIndividuals," August 27, 2010Clothing andSporting15
  16. 16. credits: Flickr/mastakilla47% shop online for music and filmsSource: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households andIndividuals," August 27, 2010Music and Films16
  17. 17. credits: Flickr/Yourdon44% shop online for travel accommodationSource: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households andIndividuals," August 27, 2010Travelaccommodation17
  18. 18. Men spend on average £600*more than women onlinewomen   digitalPaypal study – (*) Average spend in the last 6 months in 200918
  19. 19. But...women   digital19
  20. 20. ...females quite often shopfor the entire familywomen   digital20
  21. 21. ...females love to sharecontent and experienceswomen   digitalWomen are not natural social networkersadvocates21
  22. 22. credits: Flickr/carola rieger photography32% of UK Twitter users are womenSource: Google-Traffic only from Twitter.com / (*) Source: ComScore Survey, April 2010 –Global female populationConversations withother users(18%)*Follow celebrities(18%)*Follow businesssales andpromotions (16%)*22
  23. 23. But...women   digitalWho are these women andhow do they behave online?23
  24. 24. credits: Flickr/YourdonWomen make up around 51%of Facebookusers within the UKSource: Facebook. (age 16+) - Sep 2010 / (*) NatMags ResearchThe connector*The nurturer*The explorer*24
  25. 25. [ ]The connectorswomen   digitalAll about me25
  26. 26. credits: Flickr/Yourdon60%(7,207,520 Users*)of women on Facebook correspond to this groupSource: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data18-34 years old‘keeps up’ with what’s going onoptimisticfeel confident using socialmediaHigh levels of aspiration26
  27. 27. What are some of theirmain interests?women   digital27
  28. 28. The Connectors have a curious nature andsearch around lots of different topicsSource: iCrossing - Data sep 2010- Research for selected women categories18-34 years oldBeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/PedicurePerfume/FragranceRelationship/Dating AdviceSex Tips/AdviceSkin CareSpa BreaksWeight Loss28
  29. 29. ...female quite often shopfor the entire familyMain Facebook interests for Connectors areFashion and Cooking RecipesSource: iCrossing – Facebook data (age 16+) - Sep 2010BeautyCeleb News/GossipRelationship/DatingAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCooking/RecipesCareer AdviceHandbags18-34 years old29
  30. 30. Top sites visited by Connectors are clusteredaround pregnancy, beauty and retailSource: iCrossing- Google data - Sep 201018-34 years oldPregnancyBeautyRetailer30
  31. 31. [ ]othersThe nurturerswomen   digitalAll about31
  32. 32. credits: Flickr/RaulA30% (3,512,480 Users*)of women on Facebook correspond to this group35-50 years oldfeel supported usingsocial mediamanages and navigates busylifestyleneeds relief from thechallenges of daily lifepositive and upbeatSource: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data32
  33. 33. BeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/PedicurePerfume/FragranceRelationship/Dating AdviceSex Tips/AdviceSkin CareSpa BreaksWeight LossThe Nurturer is a busy person therefore, searchinterest is far more polarised35-50 years oldSource: iCrossing - Data sep 2010- Research for selected women categories33
  34. 34. BeautyCeleb News/GossipRelationship/DatingAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCooking/RecipesCareer AdviceHandbagswomen   digitalMain Facebook interests for Nurturers aremainly Cooking Recipes and Fashion35-50 years oldSource: iCrossing – Facebook data (age 16+) - Sep 201034
  35. 35. Top sites visited by Nurturers are clusteredaround cooking, beauty and parenting35-50 years oldCookingBeautyParentingSource: iCrossing- Google data - Sep 201035
  36. 36. The explorerswomen   digitalRediscovering [ ]me36
  37. 37. credits: Flickr/Peter10% (3,512,480 Users*)of women on Facebook correspond to this group51-64 years oldfeels fulfilled andentertained withsocial mediaReconnect with social groups IncreasedwisdomSource: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data37
  38. 38. BeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/PedicurePerfume/FragranceRelationship/Dating AdviceSex Tips/AdviceSkin CareSpa BreaksWeight LossThe Explorer has search interest around hair careand cooking/recipes51-64 years oldSource: iCrossing - Data sep 2010- Research for selected women categories38
  39. 39. women   digitalMain Facebook interest for Explorers is primarilyCooking /Recipes51-64 years oldBeautyCeleb News/GossipRelationship/DatingAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCooking/RecipesCareer AdviceHandbagsSource: iCrossing – Facebook data (age 16+) - Sep 201039
  40. 40. Top sites visited by Explorers are clusteredaround genealogy links54-64 years oldGenealogySource: iCrossing- Google data - Sep 201040
  41. 41. All this means...women   digital41
  42. 42. CareeradviceManicure&PedicureCelebrity GossipSkincareBeautyHaircareCookingRecipesBeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/PedicurePerfume/FragranceRelationship/Dating AdviceSex Tips/AdviceSkin CareSpa BreaksWeight LossBeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/PedicurePerfume/FragranceRelationship/Dating AdviceSex Tips/AdviceSkin CareSpa BreaksWeight LossBeautyCareer AdviceCeleb News/GossipCooking/RecipesDiet/Weight LossFashionHair CareHair StylesHandbagsMake UpManicure/PedicurePerfume/FragranceRelationship/Dating AdviceSex Tips/AdviceSkin CareSpa BreaksWeight LossWomen have different online interests accordingto different stages of their lifeHandbagsSearch = my interestsSource: iCrossing - Data sep 2010- Research for selected women categories42
  43. 43. CookingRecipesFashionCookingRecipesFashion CookingRecipesBut socially have some online interests incommon amongst themBeautyCeleb News/GossipRelationship/DatingAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCooking/RecipesCareer AdviceHandbagsBeautyCeleb News/GossipRelationship/DatinAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCooking/RecipesCareer AdviceHandbagsBeautyCeleb News/GossipRelationship/DatingAdviceSkin CareMake UpPerfume/FragranceDiet/WeightLossFashionManicure/PedicureCooking/RecipesCareer AdviceHandbagsSocial Media = our interestsSource: iCrossing – Facebook data (age 16+) - Sep 201043
  44. 44. Also top sites by Unique Visitors in the UK changeaccording to different age range groupCookingBeautyParentingGenealogyPregnancyBeautyRetailerSource: iCrossing- Google data - Sep 201044
  45. 45. So, what else drivesinterest?women   digital45
  46. 46. Promotions are the top discount intereston Facebook3.69 %Promotions0.01 %DiscountVouchersSource: iCrossing- Facebook data - Sep 20100.23 %Sales0.44 %Promotions0.01 %DiscountVouchers0.06 %Sales0.12 %Promotions0.00 %DiscountVouchers0.04 %Sales46
  47. 47. Mobile is also changingwomen’s behaviourwomen   digital47
  48. 48. Mobile search only represented 1% of the totalnumber of searches analysedMobile searchDesktop searchMobile searchSource: iCrossing - Data sep 2010- Research for selected women categories48
  49. 49. 88% of browsed data analysed was ‘advicerelated’ using mobile whereas only 31% wasdesktopMobile = Get adviceDesktop = Compare + BuyHair styleCooking/RecipesBeautySex tips/ AdviceDiet/Weight LossCeleb News/ GossipCareer AdviceRelationship/DatingadviceHandbagsMake upPerfume /FragancesSkin CareHair CareSpa breaksFashionManicure/PedicureSource: iCrossing - Data sep 2010- Research for selected women categoriescredits: Flickr/dyobmit 49
  50. 50. Average duration of videousage is twice that for menas for womenwomen   digitalComScore study – Source: March 2010 -Source: Video Metrix50
  51. 51. However...women   digital51
  52. 52. 33% is the YouTube Share of Total Videoamongst female in the UKcredits: Flickr/Johan LarssonWomen spend a much higher shareof their time watching videoson YouTube than menSource: ComScore- March 2010 VideoMetrix52
  53. 53. 18-34 years olds account for 87% total YouTubeviews for Beauty and FitnessFaceHairBodycredits: Flickr/re_Source: iCrossing - YouTubeData sep 2010- Research for selected women categories53
  54. 54. 95% of women interested in Online Communitiesare between 18-34 years oldTop video interestsApparelGiftsToyscredits: Flickr/ informatiqueFashionTop YouTube interestsSource: iCrossing - YouTubeData sep 2010- Research for selected women categories54
  55. 55. However it seems somecompanies don’t know how tocope with this potentialwomen   digital55
  56. 56. Digitally connected ?[ ]women   digital56
  57. 57. Few cosmetic brands have achieved a connecteddigital approachlaptop wireless outsidework/home050,000100,000150,000200,000250,00005,00010,00015,00020,00025,000FacebookFansTwitter FollowersMonthly search volume(*)Social Media advocates (*)[ ][ ]Source: iCrossing - Example of Research for Cosmetic Brands57
  58. 58. Digitally engaged withfemales?women   digital[ ]58
  59. 59. Although influence is remarkable, only few siteshave reached high audience engagementSource: iCrossing - Example of Research for women sites (*) Data September 2010HighengagementLowengagement59
  60. 60. What’s next ...women   digital60
  61. 61. Traditional retailers need to ensure they are:women   digital61Capturing pre-qualifiedconsumer interestDesirableUsefulvisible
  62. 62. Traditional retailers need to ensure they are:women   digital62Increasing brandawareness through astrong and consistentonline presenceEngagedconnected
  63. 63. “The great question that has neverbeen answered, and which I havenot yet been able to answer, despitemy thirty years of research into thefeminine soul, is “What does awoman want?”women   digitalSigmund Freud – Life and Work63
  64. 64. Nuria Sadurni – Head of Research &Insight - September 2010Thank you.64www.icrossing.co.ukresults@icrossing.co.uk01273 827 700

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