Angels or Devils? Insights into Women’s BehaviorDigital MarketingApril 2012 - Bangkok© 2010 Experian Limited. All rights r...
Questions How do women behave online? How do they plan and book travel? How do women differ in their use of social medi...
Online Behavior – brought to you by                      © 2010 Experian Limited. All rights reserved.                    ...
How do women behave online?                                                                                  In English-sp...
How do they plan and book travel? Social …                                                                                ...
Women are NOT pickier than Men                                                 Women are                                  ...
What websites do they visit?Category: Travel – Destinations & Accommodation                   China                       ...
Connect and Empower the Fairer SexThey will give you a better reviewDevil - Connect                                       ...
Empower >Enable Sharing “Friends & Family” campaigns  have 2x the referral rate and  2x the revenue per email  compared t...
Empower >Customer Stories in Email                    © 2010 Experian Limited. All rights reserved.                       ...
Empower >On Pinterest                          •Pinterestis a virtual pinboard or scrapbook to organize                   ...
Who’s Smarter Now?Women Own More Smartphones in 2011Women                                             Men 53% of smartpho...
Engage >Mobile & Travel Reach your customers                                Mobile enable your  where they are          ...
Connect >Mobile Opportunity in Asia PacGood news forTravel industryin APAC:The most phones  in the worldSingapore #1 and A...
Engage >Digital marketing tactics                                                     Email & Social Media Advertising   ...
Age breakdown for traffic to Category:Agencies       Australia                                                       China...
Target & Test  Identify key behavioral traits    & segment the market to    understand and address             demand    W...
Connect >Use the Data to be Relevant & Meaningful Personalized Subject line: Your ZUJI  StarZ HKD$100 hotel evoucher to h...
Engage >Video in Email                                                                      In HK, US and AU,            ...
© 2010 Experian Limited. All rights reserved.© 2010 Experian Limited. All rights reserved.                                ...
Collect as Much Data as you Can                                                      Analytics & actionable insights  Cre...
Connect >Shorter subject lines                                                          Tip: Consider running a subject li...
Connect >Relevant, Short, Timely SMSOperational                                      Marketing Confirmation numbers      ...
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Angels or Devils: Insights into Women Behaviour

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How do women behave online? How do they plan and book travel? This presentation by Exoerian Hitwise was prepared for WITX-Women In Travel held on Aoril 27 in Bangkok.

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  • More of the people visiting travel websites are female in English speaking countries (AU, US, UK)In Mainland China we see the opposite.
  • When it comes to impact of customer reviews,men and women aren’t that much different. NO they are not more critical!!
  • Admit it, you have a love hate relationship with social media. So let’s talk about the light and the dark.Facebook is the 3rd most important website driving traffic to accor’s APAC site, 2nd to Google and accoradvantageplus. 3.16% of trafficMake sure you are engaging women on their social networks and make it EASY to share from your emails and website.Pinterest is growing exponentially, and it is 60% female. Test how your content shows up when “Pinned”.I know I use tripadvisor as a sanity check against the always perfect images. I look at the most recent posts and the most negative. If I see a response from the management to the negative reviews, that can help me get a more balanced picture of what I’m buying. Social is scary, the devil in your customers can come out in a very public way, but so can the angel, so give your customers a good experience and ENCOURAGE them to write good reviews. The only way to counter balance that 1star review is lots of 5 stars.And it turns out that despite what you may be thinking about how picky women are, they are on average more positive reviewers than men, averaging 4.43 starts compared to 4.32, according to our partner bazaarvoice 2011http://www.bazaarvoice.com/social-commerce-statisticsThat tripadvisor owl is watching you, watch him back.
  • Earlier this month, Pinterest surpassed LinkedIn and is now #3 most popular Social Networking site in the US, behind Facebook and Twitter. Web traffic to Pinterest traffic surged 50% from Jan to Feb 2012, enabling the invitation-only site to overtake LinkedIn, Tagged and Google+ in total monthly visits. 2.31 and 1.33% respectively.
  • Other way around in 2010.Compete: http://blog.compete.com/2011/11/29/the-male-vs-female-debate-goes-mobile/Both groups do plenty of both columns.
  • Travel is all about going somewhere else. They might take their laptops, they certainly take their phones. Consider the user experience:- Test your email creative on different devices and find out where your customers are reading to further targetTripadvisor falls down when linking me to review from an email and then pushing me to their app SMS can be a very powerful way to reach customers if not abused, augment your email campaigns with relevant short messages that your customers appreciate – “Don’t forget your toothbrush, we’ll do the rest. Your confirmation code is: QBR99”. Or a message with the terminal in it. According to Google Currently 63% of US consumers prefer purchasing on websites to apps. And 40% will go to a competitors site on their mobile before they go to their PC to get a better experience.
  • Penetration numbers are low because the population is so highhttp://www.theage.com.au/digital-life/mobiles/australias-white-hot-smartphone-revolution-20110908-1jz3k.html
  • Econsultancy and Adestrahttp://www.mardevdm2.com/newsarticle.asp?id=1016&header=email-marketing-offers-greater-roi-than-other-digital-channels
  • Don’t forget about the Age demographic.
  • Women are different from men. But don’t forget they are not one dimensional and the differences between individual women is often far more predictive.CountryAge groupSingle vs. MomStudent vs. CorporaThink beyond the 1-dimensional gender demographic
  • Great example of hotel cross-sell that was relevant and timely!
  • I’ll leave you with a final tip on engaging with your Angels. As she gazes dreamily at the cruise she hopes to book soon.Remember that video is a powerful medium and it can be deployed in email to create an emotional connection.
  • More expensive than email, but 98% open rates!
  • Angels or Devils: Insights into Women Behaviour

    1. 1. Angels or Devils? Insights into Women’s BehaviorDigital MarketingApril 2012 - Bangkok© 2010 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.
    2. 2. Questions How do women behave online? How do they plan and book travel? How do women differ in their use of social media and networks to review experiences and share them? What websites do they visit? Do women look for different things than men? Empower How are women different in how they rate and value experiences? Is the fairer sex more critical and pickier than their male brethren? Engage How do I get the Angel instead of the Devil? Connect © 2010 Experian Limited. All rights reserved. 2
    3. 3. Online Behavior – brought to you by © 2010 Experian Limited. All rights reserved. 3
    4. 4. How do women behave online? In English-speaking countries, Gender AU CHINA US UK there’s a higher % of femaleFemale 52.8% 44.06% 53.05% 50.26% visits to travel sub categories;Male 47.2% 55.94% 46.95% 49.74% the %s are also very similar (betw 50-54%) Gender AU CHINA US UKFemale 51.84% 44.22% 54.18% 51.23%Male 48.16% 55.78% 45.82% 48.77% In China, the percentages are flipped. With around 55% male visitors and 44% female. © 2010 Experian Limited. All rights reserved. 4
    5. 5. How do they plan and book travel? Social … Recent US study by The Center for Hospitality Research offers an interesting snapshot of customer preferences and information sources for selection of hotels Social media and customer reviews are an essential part of especially female travellers information gathering process Leisure travellers first look for recommendations from friends and family, especially women © 2010 Experian Limited. All rights reserved. 5* Based on ‘”How Travellers Use Online and Social Media Channels to Make Hotel-choice Decisions”, Cornell Hospitality Report, Vol. 10,No. 18, December 2010, The Center for Hospitality Research, December 2010
    6. 6. Women are NOT pickier than Men Women are significantly more likely to read a review on TripAdvisor compared to men Women are equally likely to read both professional reviews (e.g., AAA) and customer reviews (e.g., TripAdvisor), men are more likely to rely on the professional reviews Men and women are equally likely to stay away from a hotel with negative reviews and equally likely to choose a hotel if they see positive reviews © 2010 Experian Limited. All rights reserved. 6
    7. 7. What websites do they visit?Category: Travel – Destinations & Accommodation China by Visits - 12 Rolling Weeks ending March 31, 2012 Female Male Segmented Websites Domain Segmented Rate Rate1 hotels.ctrip.com hotels.ctrip.com 41.91% 58.09%2 MaFengWo www.mafengwo.cn 44.02% 55.98%3 hotel.17u.cn hotel.17u.cn 42.73% 57.27%4 lvyou.baidu.com lvyou.baidu.com 45.31% 54.69%5 Daodao www.daodao.com 44.79% 55.21%6 Yododo www.yododo.com 44.00% 56.00%7 917HK www.917hk.com 42.23% 57.77%8 7Days Inn www.7daysinn.cn 42.12% 57.88%9 travel.nuomi.com travel.nuomi.com 46.08% 53.92% Review sites, Online10 Youtx.com www.youtx.com 44.71% 55.29% travel agencies with Australia hotel focus are top Female Male visited sites Websites Domain Segmented Rate Segmented Rate 1 TripAdvisor - Australia www.tripadvisor.com.au 53.87% 48.41% 2 Wotif.com www.wotif.com 51.59% 46.13% 3 Booking.com www.booking.com 53.34% 46.66% 4 TripAdvisor www.tripadvisor.com 53.35% 46.65% 5 Stayz www.stayz.com.au 56.39% 43.61% 6 Agoda Australia www.agoda.com.au 51.39% 48.61% 7 Hotels.com www.hotels.com 54.04% 49.75% 8 ninemsn Travel travel.ninemsn.com.au 50.25% 45.96% © 2010 Experian Limited. All rights reserved. 7 9 Totaltravel.com www.totaltravel.com 49.71% 50.29%10 HotelClub www.hotelclub.com 52.36% 47.64%
    8. 8. Connect and Empower the Fairer SexThey will give you a better reviewDevil - Connect Angel - Empower Tripadvisor visitors  Women seek input from 53.3% female their networks 46.7% male  Run “Like” and “Share” 1. Find out your upstream campaigns via email social websites ▲ Facebook #3  Accor  Make web/apps sharable Tripadvisor #7  Accor ▲  60% of Pinterest users 2. Monitor and manage are female. Are you 3. Promote reviews via pinnable? email © 2010 Experian Limited. All rights reserved. 8 Data source: Experian Hitwise Australia
    9. 9. Empower >Enable Sharing “Friends & Family” campaigns have 2x the referral rate and 2x the revenue per email compared to bulk Go Viral – add ShareThis or Refer a Friend to encourage sharing. Emails with these viral elements have 3x the referral rates of campaigns without Get Social - include “Like” buttons to encourage subscribers to spread the word on FB © 2010 Experian Limited. All rights reserved. 9
    10. 10. Empower >Customer Stories in Email © 2010 Experian Limited. All rights reserved. 10
    11. 11. Empower >On Pinterest •Pinterestis a virtual pinboard or scrapbook to organize and share your things of interest •#3 most popular social networking site in the US, surpasses LinkedIn, behind FB & Twitter • Amazing growth since its launch in the US in last 2 yrs Attracts people interested in home crafts and hobbies Represents 58% of FB share of traffic to Travel industry Women dominate – with 60% of visitors being female Keep an eye on Pinterest © 2010 Experian Limited. All rights reserved. 11
    12. 12. Who’s Smarter Now?Women Own More Smartphones in 2011Women Men 53% of smartphones  47% of smartphones Text messages (SMS)  Streaming content (movies/TV) Social networks  Making dinner Sharing photos and reservations videos  Checking corporate email Financial and shopping Email access Mobile games © 2010 Experian Limited. All rights reserved. 12 According to Compete report, Nov 2011
    13. 13. Engage >Mobile & Travel Reach your customers  Mobile enable your where they are marketing ► 23% of time spent on 1. Mobile optimized site mobile devices – only 2. Mobile optimized 1% of ad spend* email ► Smartphone 3. 23% of adults Consider penetration expanding have cursed at their SMS when ● phone ► Majority of a●site doesn’t Custom App Smartphone users are work !@$#% interacting with ● In App ads Travelcontent © 2010 Experian Limited. All rights reserved. 13 *According to Google compared to TV and Radio in the US
    14. 14. Connect >Mobile Opportunity in Asia PacGood news forTravel industryin APAC:The most phones in the worldSingapore #1 and Australia #2 for Smartphone penetration © 2010 Experian Limited. All rights reserved. 14
    15. 15. Engage >Digital marketing tactics  Email & Social Media Advertising tops the list ► 2.9 Billion email accounts globally ► 750 Million FB users ► 1.6 Billion mobile phones Mobile and Social just make it more interesting ► Email still best ROI over other digital channels* © 2010 Experian Limited. All rights reserved. 15 *According to study by Econsultancy and Adestra, 2012
    16. 16. Age breakdown for traffic to Category:Agencies Australia China In Australia, 55+ age group have almost 40% share of visits to the Travel – Agencies category In China, 25-34 group represent 36% of all visits to the same category © 2010 Experian Limited. All rights reserved. 16
    17. 17. Target & Test Identify key behavioral traits & segment the market to understand and address demand Who to target, What to promote, When to promoteCapturing behavioral data iskey to drive targeted actions © 2010 Experian Limited. All rights reserved. 17
    18. 18. Connect >Use the Data to be Relevant & Meaningful Personalized Subject line: Your ZUJI StarZ HKD$100 hotel evoucher to help you save more for your Manila trip Hotel Cross-Sell Automated based on collected data © 2010 Experian Limited. All rights reserved. 18
    19. 19. Engage >Video in Email  In HK, US and AU, “youtube” is the 2nd most searched term in 2011  In 2014, video can account for 50% of all internet traffic  Effective engagement because they deliver emotional messages © 2010 Experian Limited. All rights reserved. 19
    20. 20. © 2010 Experian Limited. All rights reserved.© 2010 Experian Limited. All rights reserved. 20
    21. 21. Collect as Much Data as you Can  Analytics & actionable insights Create & build individual can be driven by things like: customer profiles ► Channel engagement and preference Personalization drives expanded ► Online activity revenue opportunity ► Attitudes, opinions and beliefs The right offers at the ► Psychographics and lifestyles right time to the right ► Demographics customer drives Social media insights performance ► © 2010 Experian Limited. All rights reserved. 21
    22. 22. Connect >Shorter subject lines Tip: Consider running a subject line test plan to determine the best way to speak to subscribers, understand what they are looking for, improve open rates and subsequently improve clicks and transactions generated via email. For Travel industry, subject lines of fewer than 26 characters have the highest unique open rates at 28.9%! © 2010 Experian Limited. All rights reserved. 22
    23. 23. Connect >Relevant, Short, Timely SMSOperational Marketing Confirmation numbers  Last minute offers Time and Terminal for  Simple satisfaction survey flight departures  Encourage review or Email bounced – provide sharing the correct one © 2010 Experian Limited. All rights reserved. 23

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