The document discusses the influence of various media channels on Irish female consumers, revealing that women account for a significant portion of consumer purchases across multiple sectors. Key findings include the importance of social media recommendations in shaping purchase decisions and the disconnect between female consumers and advertisers. It emphasizes the need for brands to adapt their marketing strategies to better connect with and understand the modern female consumer.

1. iReach Market ResearchWhat media channels are influencing Irish Female Consumers?6th October 2011Oisin ByrneManaging Director, iReach Market Researchoisin.byrne@ireach.ie1

2. Introduction to iReach Market ResearchResearch Market somewhat traditional in IrelandNew Technologies and Online innovations have the potential to add real, measurable benefits to market research Such ‘tech savvy’ techniques are an enhancement, rather than replacement of more traditional research methodsShift Research from our methods - to listening to consumers in their ways, natural to them, in their environmentDeeper Insights through Better Research

3. Background to SheCommerce ResearchInnovation Only Agency with own Research PanelsOnline, Video and Mobile ResearchBest PracticesMethodologies, Data ValidationQA, Analysis and ReportingExcellence of PeopleResearch AnalystsProject ConsultantsLeading TechnologySupport for all Research MethodsRange of Reporting Options

4. iReach Service ExcellenceMembershipsAMA, AQR, ESOMAR, Marketing Society, MIIAwards and RecognitionInspired IT Awards 2008Marketing Society Dec 2009All Island Marketing (AIM) Awards May 20102011 Media Awards – Best Research Initiative

5. 5Changing Media ConsumptionWhat media channels are influencing Irish Female Consumers?

6. Evolution of Content and Media ConsumptionConvergence

7. Personalisation

8. Broadband & accessibility

9. Proliferation of communication channelsEvolution of the Digital ConsumerMore informed and empoweredMore interconnected and communicativeNew mobile communication servicesIncreased online tenureEmpowerment of the ConsumerEducated PurchasersMore global perspectivesEver-faster broadbandBroadband always on and always availableIncreased time spent online

10. How Marketing can Engage with Social Media

11. Social Media changes Brand MarketingCustomers learn about your brand from individuals outside your influence

12. Creative individuals will create media that will contribute to the shaping of your brand

13. Popular individuals can become the definitive authority on your brand to some customers

14. Males more likely to Contribute, Vote and Comment

15. Females more likely to Comment, Converse, and ReactSocial Media changes Marketing tool-kit

16. 11sheCommerce Research ProjectFrom Grocery Mum to Today’s Mum

17. On their own, women account for 58% of all consumer purchases in Ireland60% Food and Retail60% Pharmaceuticals60% New Homes60% Holidays 59% Healthcare56% Financial Services54% New Cars51% PCs

18. Women influence 89% of all consumer purchases in Ireland that they have a role in buying97% Food and Retail97% Pharmaceuticals97% New Homes96% Holidays96% Healthcare91% Financial Services68% New Cars63% PCs

19. 41% of women in Ireland say advertisers don’t understand themAcross all purchase categories 41% of women say that advertisers don’t understand them54% feel misunderstood by investment marketers44% feel misunderstood by automotive marketers43% feel misunderstood by healthcare marketers38% of women feel misunderstood by food marketers

20. Case Study on FinancesPersonal Finances and Wealth Management29% of Males and 51% of females in Ireland believe females are better at managing money57% are concerned with Wealth Preservation48% of females are actively involved in investment planning and decisions with 49% stating they are the main decision makers when it comes to investments and savingsMarketing Disconnect73% of females are confused and frustrated with ‘jargon’ or financial terms used by financial institutions in Ireland

21. What is causing this disconnect ?Breakdown of TrustBrand Power shifting to the ConsumerFalling Trust in Business, Government and MediaImpact of the Financial CrisisChanging face of females in Ireland todayRoadmap to TrustPower of the Crowd and CommunityAdvocacy and Word of MouthSocial Media changing sources of TrustMedia and Advertising not aligned to today’s femaleSources include Edelman Trust Barometer 2011 and iVillage Survey 2010

22. 50% of females use Social Networks every dayOne-quarter of women aged 18-34 check Facebook first thing in the morningAnother 20% of women aged 18-34 check Facebook late at night. The fastest-growing demographic is women age 55+, up 75% in the last 3 yearsWhile men make up the majority of Internet users, women spend more time online, and more time on social networking sites than males in Ireland72% of all women online regularly visit a social networking site compared to 60% of all men in IrelandFacebook is used as a central point by more females than males for content sources such as news, entertainment and promotions/dealsSources include iReachsheComerce Survey 2011