Anne hunter

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Anne hunter

  1. 1. Women and The Social Web <ul><li>Anne Hunter, VP Advertising Effectiveness, comScore, Inc. </li></ul><ul><li>February 2, 2011 </li></ul>
  2. 2. <ul><li>Are men or women more engaged on the Web? </li></ul>
  3. 3. Although men are in the majority across the global Web, women spend about 8% more time online. <ul><li>Worldwide Audience (15+ accessing from Work or Home), April 2010 </li></ul><ul><li>Source: comScore Media Metrix Worldwide </li></ul>Global Internet Population, 18+ Total Time Spent Online 45.7% women 54.3% men 22.9 hrs 24.8 hrs +8%
  4. 4. <ul><li>Are men or women purchasing more online? </li></ul>
  5. 5. Divas Drive Dollars <ul><li>U.S. Consumers, Non-Travel Internet Purchases, February 2010 </li></ul><ul><li>Source: comScore e-Commerce Report </li></ul>Transactions Dollars In the U.S., women are more avid online buyers than men: 12.5% of women Internet users made an online purchase in February 2010, compared to 9.3% of men. Women Men
  6. 6. <ul><li>How do Women use Social Media? </li></ul>
  7. 7. Around the globe, women dominate the “Social Web.” <ul><li>Worldwide Audience (15+ accessing from Work or Home), April 2010 </li></ul><ul><li>Source: comScore Media Metrix Worldwide </li></ul>Globally, women spend an average of 16.3% of their time on social networks, compared to only 11.7% for the men.
  8. 8. Twitter Reaches a Higher Percentage of Women World Wide Worldwide % Reach
  9. 9. Women Are Spending More Time With Facebook Worldwide <ul><li>Males </li></ul><ul><li>47% reach worldwide </li></ul><ul><li>8.9 minutes spent per visit </li></ul><ul><li>27.7 pages viewed per visit </li></ul><ul><li>Females </li></ul><ul><li>54% reach worldwide </li></ul><ul><li>10.4 minutes spent per visit </li></ul><ul><li>31.5 pages viewed per visit </li></ul>
  10. 10. <ul><li>How do Moms Use the Social Web? </li></ul>
  11. 11. Moms Are Heavy Consumers of Social Media and Over Represented on Most U.S. Social Media Sites <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home) </li></ul>
  12. 12. Moms Spend More Time with Blogs in the U.S. <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home) </li></ul>
  13. 13. Social Media Usage by Moms is Growing while Other Digital Forms of Connection are Starting to Decline in the U.S.
  14. 14. Social Commerce Among Moms is Growing… <ul><li>comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home) </li></ul>But they only make up 15% of visitors to these sites in the U.S.
  15. 15. <ul><li>The Potential for Growth </li></ul>
  16. 16. One Word: Mobile Women Lag on Smartphone Usage <ul><li>comScore MobiLens U.S. and EU5 (France, Germany, Italy, Spain and U.K.) 3 months average ending April 2009 to 3 months average ending April 2010 </li></ul>Smartphone Share: Men vs. Women Mobile Internet usage (browsing, apps, and email) skew 65-70% male—most likely driven by more barriers to data plans.
  17. 17. <ul><li>Marketer Impact </li></ul>
  18. 18. Social Media is the Fastest Growing Source of Ad Impressions
  19. 19. In Sales Categories Dominated by Women, the Web Works <ul><li>*BehaviorScan® tests conducted over one-year period and reflect CPG ad campaigns’ typical reach while the comScore studies were conducted over a three-month period and reflect a 40% household Internet reach against target. </li></ul>
  20. 20. Metrics to Measure Moms <ul><li>#1 Know who you are engaging, are they moms? Coupon moms? Convenience moms? Tiger moms? </li></ul><ul><li>Ask– moms are often more responsive, so ask qualitative questions and listen to them talk about quality </li></ul><ul><li>Women are barraged, but can be more engaged </li></ul><ul><li>Measure your social messaging in advance, creative matters, they are predictors of virality </li></ul><ul><li>Recognize challenges of scale, need to balance small but vocal influentials vs. mass consumers in choosing metrics </li></ul><ul><ul><li>Brand sales is mass </li></ul></ul><ul><ul><li>Brand fan pages are influential </li></ul></ul>
  21. 21. The Future: Women are just getting started, but are already shaping the web in important ways The Internet: It’s Women’s Work When women connect , they engage . When they engage , they embrace . When they embrace , they drive .

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