This document presents findings from research on women's use of the internet. Some key findings include:
- The internet has emerged as the leading and most vital media in women's lives, surpassing television, magazines, and newspapers.
- Women spend more time online than on any other activity besides work, sleep, and family time. They use the internet throughout the day, not just during downtime.
- Women feel the internet provides more convenience and variety of content than traditional media. When asked what single media they would want if stranded, 65% chose the internet.
- While traditional media still plays a role, women are spending less time with television, magazines, and newspapers and more time online compared
Women on the Web: How Women are Shaping the Internet
ComScore released a report which provides an in-depth analysis of the female Internet user, highlighting key trends by Internet activity, worldwide region and digital channel.
This document summarizes research on the relationship between women and technology globally. It finds that while social media and the internet have empowered women socially, economically, and emotionally, it has also created new challenges. Wired women around the world, despite some differences, share many similarities including strong ties to social media and devices. They leverage their collective online connections to gain information and advice, but also have concerns about overuse of technology and its impact on relationships.
The full title is "Understanding the new breed of digital donors and how to maximise your fundraising through their networks" and this presentation was given by Bryan Miller and Jonathan Waddingham at the 29th International Fundraising Congress in Holland on the 22nd and 23rd October 2009
1) A study examined differences in how men and women shop online and offline through surveys, focus groups, and usability testing.
2) The study found that while offline shopping behaviors often reflected stereotypes, online behaviors have become more similar as both genders have spent more time online.
3) However, the study still found some key differences - women tended to scan websites quickly looking at many options, while men dug deeper researching specific products. Women also went on more tangents between products while men stuck more to their mission.
The document discusses the values, attitudes, and daily lives of "grown-up digital natives", referring to people born between 1980-1985 who are now in their early 30s. It describes how they constantly utilize various digital tools and apps on smartphones and tablets for tasks like communication, organization, transportation, and leisure activities. Their concept of relationships and family is flexible, prioritizing choice, happiness, and balancing individual needs through targeted use of technology to coordinate busy schedules.
- Over half (52%) of respondents reported experiencing bullying at some point. Males were twice as likely to bully others compared to females.
- The impacts of bullying on mental health, self-esteem, and academic performance were found to be significant, with 36% of bullied individuals reporting feeling depressed and 25% engaging in self-harm.
- Groups most at risk of being bullied included those with disabilities, LGBT+ individuals, and those of certain racial or religious identities. Bullying rates appeared influenced by current political and media climates.
- Both online and offline bullying were examined. A majority reported engaging in some form of abusive online behavior, and cyberbullying was found to negatively impact mental health
The document discusses a presentation on social media and young adults given by library staff. It covers research on teen social media usage, best practices for libraries using social media, current trends, the library's teen advisory board, their teen Instagram account, and an open discussion. Topics of the presentation included how teens use more private platforms like Snapchat and texting over Facebook, maintaining a single focused social media presence, showing staff personality, and using social media to promote literacy.
The document discusses how online dating has evolved and its effects on modern relationships and social skills. It notes that while technology has made the world more interconnected, constant phone and social media use is making people unhappy and "pancake thin." It also points out that online dating has become very common, with 40 million single Americans having tried it, but raises concerns about its impact. Specifically, it suggests online dating risks replacing genuine social interaction with superficial engagement, lowers inhibitions in risky ways, and can be used more for ego-boosting than finding meaningful connections. The growing trend is seen as potentially detrimental to social skills and exposing people to deception or threats from online predators.
Women on the Web: How Women are Shaping the Internet
ComScore released a report which provides an in-depth analysis of the female Internet user, highlighting key trends by Internet activity, worldwide region and digital channel.
This document summarizes research on the relationship between women and technology globally. It finds that while social media and the internet have empowered women socially, economically, and emotionally, it has also created new challenges. Wired women around the world, despite some differences, share many similarities including strong ties to social media and devices. They leverage their collective online connections to gain information and advice, but also have concerns about overuse of technology and its impact on relationships.
The full title is "Understanding the new breed of digital donors and how to maximise your fundraising through their networks" and this presentation was given by Bryan Miller and Jonathan Waddingham at the 29th International Fundraising Congress in Holland on the 22nd and 23rd October 2009
1) A study examined differences in how men and women shop online and offline through surveys, focus groups, and usability testing.
2) The study found that while offline shopping behaviors often reflected stereotypes, online behaviors have become more similar as both genders have spent more time online.
3) However, the study still found some key differences - women tended to scan websites quickly looking at many options, while men dug deeper researching specific products. Women also went on more tangents between products while men stuck more to their mission.
The document discusses the values, attitudes, and daily lives of "grown-up digital natives", referring to people born between 1980-1985 who are now in their early 30s. It describes how they constantly utilize various digital tools and apps on smartphones and tablets for tasks like communication, organization, transportation, and leisure activities. Their concept of relationships and family is flexible, prioritizing choice, happiness, and balancing individual needs through targeted use of technology to coordinate busy schedules.
- Over half (52%) of respondents reported experiencing bullying at some point. Males were twice as likely to bully others compared to females.
- The impacts of bullying on mental health, self-esteem, and academic performance were found to be significant, with 36% of bullied individuals reporting feeling depressed and 25% engaging in self-harm.
- Groups most at risk of being bullied included those with disabilities, LGBT+ individuals, and those of certain racial or religious identities. Bullying rates appeared influenced by current political and media climates.
- Both online and offline bullying were examined. A majority reported engaging in some form of abusive online behavior, and cyberbullying was found to negatively impact mental health
The document discusses a presentation on social media and young adults given by library staff. It covers research on teen social media usage, best practices for libraries using social media, current trends, the library's teen advisory board, their teen Instagram account, and an open discussion. Topics of the presentation included how teens use more private platforms like Snapchat and texting over Facebook, maintaining a single focused social media presence, showing staff personality, and using social media to promote literacy.
The document discusses how online dating has evolved and its effects on modern relationships and social skills. It notes that while technology has made the world more interconnected, constant phone and social media use is making people unhappy and "pancake thin." It also points out that online dating has become very common, with 40 million single Americans having tried it, but raises concerns about its impact. Specifically, it suggests online dating risks replacing genuine social interaction with superficial engagement, lowers inhibitions in risky ways, and can be used more for ego-boosting than finding meaningful connections. The growing trend is seen as potentially detrimental to social skills and exposing people to deception or threats from online predators.
Presented proprietary data about women's use of social media and their interest in politics and news content in Washington DC, both at the Obama White House, and to Republican party staffers.
This document summarizes trends in gender roles and relationships in 2011. It discusses how millennials have different views of gender than previous generations. Both men and women are redefining traditional roles at home and in the workplace. While gender stereotypes are breaking down, finding happiness and love remain high priorities for many.
Is social media redefining love? That’s the theme of our latest study. We know that social media has changed the way we live—and now, we’ve discovered, it’s changing the way we love. Euro RSCG Worldwide surveyed 1,000 respondents in the United States to explore how the digital world, specifically social media, has affected their lives in the areas of love and intimacy. In this white paper, we tackle new realities in love, like the questions of whether old-fashioned matchmaking will be a job of the past (about half of those we surveyed said they knew someone whose relationship had started online) and how old is too old to search for closeness online? Has social media affected fidelity? (Our poll says yes.) Which generation is most actively using online connections to find their love connections? And what do Facebook and the neighborhood bar have in common? Our groundbreaking survey reveals the answers to these questions and more.
In The Digital North—the 21st report in our SUBSCRIBERS, FANS, & FOLLOWERS research series—we provide marketers with an overview of how Canadian consumers are behaving online. If Canadian consumers are part of the target audience for your email, Facebook, and Twitter marketing efforts, this detailed look at their habits and preferences will offer invaluable insights.
In this report, we explore three main themes:
• When and how Canadian consumers use email, Facebook, and Twitter
• What motivates consumer interactions within each of these channels
• How digital marketers can communicate more effectively with Canadians
This document discusses relationships and trust among young women based on research. Some key points:
- Young women today form relationships and trust in new ways due to low trust in institutions. They rely more on personal networks.
- Relationships with parents are more like peers, and marriage/partnerships are less obligatory and more diverse.
- Motherhood is pursued individually rather than as an obligation, and young mothers collaborate online.
- Peer influence is strong through social media and crowdsourcing opinions.
- Institutions and brands must build authentic, two-way relationships with young women through common values and goals to earn their trust.
Get on the map! Is The Road To Success Paved With Location Based Services? (1...Miminten
This document discusses how location-based services like Foursquare, Facebook Places, and Waze can help non-profits get on the map and promote their causes. It provides examples of successful location-based campaigns including a campaign on Foursquare that raised $25,000 for heart surgery for children in 24 hours. The document also discusses best practices for using location-based services and gives tips on how non-profits can leverage events, local businesses, and badges to promote through these services.
Millennials l Our future leaders of tomorrow4imprint
Millennials are our future business leaders. This Blue Paper discusses this generation’s workforce attitudes and offers tips to assist them in professional growth.
While social networking has increased, fewer children are being sexually solicited online compared to previous years according to a study. The study found that 13% of people ages 10-17 reported unwanted requests in 2005, down from 19% in 2000. However, children are now more exposed to pornography and being bullied by peers online due to increased internet access and speed. Researchers recommend education, enforcement of laws, and improved filters as a solution.
In order to expand their reach, non-profits like the Girl Scouts of Western Washington must reach beyond parents of girls engaged in their programs. Here's how.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But an Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the study's global results,
E marketer taking_the_measure_of_millennial_men-as_sort-of-grownups_as_digita...AdCMO
This document provides an overview of millennial men in the United States based on their demographics, digital behaviors, and shopping habits. It finds that while millennial men face some challenges like lower rates of college education compared to women, they are generally satisfied with their careers and financial situations. Millennial men are highly engaged with digital technologies and use them extensively for entertainment, social networking, and online shopping due to the convenience they provide. However, their digital usage has not necessarily replaced offline activities. Overall, the document explores both challenges faced by millennial men as well as ways in which they are adapting to changing social and economic conditions.
This document summarizes research on women's use of the internet. Some key findings include:
- The internet is the leading media for women and trails only work, sleep, and family time in terms of activities. It has become very important in women's lives.
- Women seek content like news, weather, games, and finance online rather than in traditional women's magazines.
- Traditional media still plays a role through entertainment and helping women learn about new websites.
- Women can be categorized into eight overlapping personality types related to their online behaviors and identities.
Presentation given at the 2010 SUNY Empire State College Womens Studies Residency in Saratoga Springs, NY. Access the presentation and supporting website at wsresc.pbworks.com
Technology in its myriad of forms is pervasive in our daily lives. Women interact with technology differently than men and women across the generations use technology for different purposes. This talk will look at how women of all ages use technology to express themselves and engage with the world around them. We will explore the impact of computers, the Internet, mobile devices, video, and other technologies on the ways in which women form and express their identities from childhood through the senior years.
Women have been the majority of internet users in the US for over 10 years. While men and women initially used the internet differently, with women focusing more on productivity and men on entertainment, new technologies have enabled new behaviors for both genders. Social networking has become central to women's internet experience globally, and women are key drivers of online spending and ecommerce. However, gender differences persist in some areas like sports and gaming, and cultural factors continue to influence online behaviors regionally.
L’émergence de ces réseaux a favorisé de nouvelles pratiques. Les femmes se sont appropriées ces sites, y passent plus de temps que les hommes. Adeptes du partage de photos, des jeux et des vidéos, elles sont aussi plus actives sur les messageries instantanées (Gtalk, Skype ou Msn).
Plus l’âge est avancé, plus l’écart entre hommes et femmes se creuse. En effet, les femmes âgées de plus de 55 ans passent deux fois plus de temps sur ces réseaux que les hommes du même âge.
Women now make up nearly half of global internet users. While men once outnumbered women online, usage patterns differ between the sexes. Social networking is a core online activity for women and driving engagement in related areas like photo sharing and gaming. Women also drive significant ecommerce spending, accounting for over half of online retail dollars despite being a smaller percentage of internet users. Understanding these gender divides can help content producers, advertisers and others better reach their audiences.
Las mujeres e Internet - JUN2010 (Com Score)Sociatria.com
Women have been the majority of internet users in the US for over 10 years. While men and women initially used the internet differently, with women focusing more on productivity and men on entertainment, new technologies have enabled new behaviors for both genders. Social networking has become central to women's internet experience globally, and women are key drivers of online spending and ecommerce. However, gender differences persist in some areas like sports and gaming, and cultural factors continue to influence online behaviors regionally.
Women have been the majority of internet users in the US for over 10 years. While men and women initially used the internet differently, with women focusing more on productivity and men on entertainment, new technologies have enabled new behaviors for both genders. Social networking has become central to women's internet experience globally, and women are key drivers of online spending and ecommerce. However, gender differences persist in some areas like sports and gaming, and cultural factors continue to influence online behaviors regionally.
Women are increasingly using the internet, especially for tasks like planning trips, managing finances, and finding recipes. Some key points:
- 63% of women were online in 2004, increasing to 70% by 2006.
- Women spend about 9 hours per week online on average.
- The top online purchases for women are software, clothes, and gifts.
- Women own over half the assets of privately held businesses in the US. They also start 70% of new businesses.
- Older internet users over 55 are one of the fastest growing demographics online. Their internet usage has grown 33% from 1999-2000.
Presented proprietary data about women's use of social media and their interest in politics and news content in Washington DC, both at the Obama White House, and to Republican party staffers.
This document summarizes trends in gender roles and relationships in 2011. It discusses how millennials have different views of gender than previous generations. Both men and women are redefining traditional roles at home and in the workplace. While gender stereotypes are breaking down, finding happiness and love remain high priorities for many.
Is social media redefining love? That’s the theme of our latest study. We know that social media has changed the way we live—and now, we’ve discovered, it’s changing the way we love. Euro RSCG Worldwide surveyed 1,000 respondents in the United States to explore how the digital world, specifically social media, has affected their lives in the areas of love and intimacy. In this white paper, we tackle new realities in love, like the questions of whether old-fashioned matchmaking will be a job of the past (about half of those we surveyed said they knew someone whose relationship had started online) and how old is too old to search for closeness online? Has social media affected fidelity? (Our poll says yes.) Which generation is most actively using online connections to find their love connections? And what do Facebook and the neighborhood bar have in common? Our groundbreaking survey reveals the answers to these questions and more.
In The Digital North—the 21st report in our SUBSCRIBERS, FANS, & FOLLOWERS research series—we provide marketers with an overview of how Canadian consumers are behaving online. If Canadian consumers are part of the target audience for your email, Facebook, and Twitter marketing efforts, this detailed look at their habits and preferences will offer invaluable insights.
In this report, we explore three main themes:
• When and how Canadian consumers use email, Facebook, and Twitter
• What motivates consumer interactions within each of these channels
• How digital marketers can communicate more effectively with Canadians
This document discusses relationships and trust among young women based on research. Some key points:
- Young women today form relationships and trust in new ways due to low trust in institutions. They rely more on personal networks.
- Relationships with parents are more like peers, and marriage/partnerships are less obligatory and more diverse.
- Motherhood is pursued individually rather than as an obligation, and young mothers collaborate online.
- Peer influence is strong through social media and crowdsourcing opinions.
- Institutions and brands must build authentic, two-way relationships with young women through common values and goals to earn their trust.
Get on the map! Is The Road To Success Paved With Location Based Services? (1...Miminten
This document discusses how location-based services like Foursquare, Facebook Places, and Waze can help non-profits get on the map and promote their causes. It provides examples of successful location-based campaigns including a campaign on Foursquare that raised $25,000 for heart surgery for children in 24 hours. The document also discusses best practices for using location-based services and gives tips on how non-profits can leverage events, local businesses, and badges to promote through these services.
Millennials l Our future leaders of tomorrow4imprint
Millennials are our future business leaders. This Blue Paper discusses this generation’s workforce attitudes and offers tips to assist them in professional growth.
While social networking has increased, fewer children are being sexually solicited online compared to previous years according to a study. The study found that 13% of people ages 10-17 reported unwanted requests in 2005, down from 19% in 2000. However, children are now more exposed to pornography and being bullied by peers online due to increased internet access and speed. Researchers recommend education, enforcement of laws, and improved filters as a solution.
In order to expand their reach, non-profits like the Girl Scouts of Western Washington must reach beyond parents of girls engaged in their programs. Here's how.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But an Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the study's global results,
E marketer taking_the_measure_of_millennial_men-as_sort-of-grownups_as_digita...AdCMO
This document provides an overview of millennial men in the United States based on their demographics, digital behaviors, and shopping habits. It finds that while millennial men face some challenges like lower rates of college education compared to women, they are generally satisfied with their careers and financial situations. Millennial men are highly engaged with digital technologies and use them extensively for entertainment, social networking, and online shopping due to the convenience they provide. However, their digital usage has not necessarily replaced offline activities. Overall, the document explores both challenges faced by millennial men as well as ways in which they are adapting to changing social and economic conditions.
This document summarizes research on women's use of the internet. Some key findings include:
- The internet is the leading media for women and trails only work, sleep, and family time in terms of activities. It has become very important in women's lives.
- Women seek content like news, weather, games, and finance online rather than in traditional women's magazines.
- Traditional media still plays a role through entertainment and helping women learn about new websites.
- Women can be categorized into eight overlapping personality types related to their online behaviors and identities.
Presentation given at the 2010 SUNY Empire State College Womens Studies Residency in Saratoga Springs, NY. Access the presentation and supporting website at wsresc.pbworks.com
Technology in its myriad of forms is pervasive in our daily lives. Women interact with technology differently than men and women across the generations use technology for different purposes. This talk will look at how women of all ages use technology to express themselves and engage with the world around them. We will explore the impact of computers, the Internet, mobile devices, video, and other technologies on the ways in which women form and express their identities from childhood through the senior years.
Women have been the majority of internet users in the US for over 10 years. While men and women initially used the internet differently, with women focusing more on productivity and men on entertainment, new technologies have enabled new behaviors for both genders. Social networking has become central to women's internet experience globally, and women are key drivers of online spending and ecommerce. However, gender differences persist in some areas like sports and gaming, and cultural factors continue to influence online behaviors regionally.
L’émergence de ces réseaux a favorisé de nouvelles pratiques. Les femmes se sont appropriées ces sites, y passent plus de temps que les hommes. Adeptes du partage de photos, des jeux et des vidéos, elles sont aussi plus actives sur les messageries instantanées (Gtalk, Skype ou Msn).
Plus l’âge est avancé, plus l’écart entre hommes et femmes se creuse. En effet, les femmes âgées de plus de 55 ans passent deux fois plus de temps sur ces réseaux que les hommes du même âge.
Women now make up nearly half of global internet users. While men once outnumbered women online, usage patterns differ between the sexes. Social networking is a core online activity for women and driving engagement in related areas like photo sharing and gaming. Women also drive significant ecommerce spending, accounting for over half of online retail dollars despite being a smaller percentage of internet users. Understanding these gender divides can help content producers, advertisers and others better reach their audiences.
Las mujeres e Internet - JUN2010 (Com Score)Sociatria.com
Women have been the majority of internet users in the US for over 10 years. While men and women initially used the internet differently, with women focusing more on productivity and men on entertainment, new technologies have enabled new behaviors for both genders. Social networking has become central to women's internet experience globally, and women are key drivers of online spending and ecommerce. However, gender differences persist in some areas like sports and gaming, and cultural factors continue to influence online behaviors regionally.
Women have been the majority of internet users in the US for over 10 years. While men and women initially used the internet differently, with women focusing more on productivity and men on entertainment, new technologies have enabled new behaviors for both genders. Social networking has become central to women's internet experience globally, and women are key drivers of online spending and ecommerce. However, gender differences persist in some areas like sports and gaming, and cultural factors continue to influence online behaviors regionally.
Women are increasingly using the internet, especially for tasks like planning trips, managing finances, and finding recipes. Some key points:
- 63% of women were online in 2004, increasing to 70% by 2006.
- Women spend about 9 hours per week online on average.
- The top online purchases for women are software, clothes, and gifts.
- Women own over half the assets of privately held businesses in the US. They also start 70% of new businesses.
- Older internet users over 55 are one of the fastest growing demographics online. Their internet usage has grown 33% from 1999-2000.
Getting Her Attention - Online and Offline Marketing Strategies that WorkElizabeth Scott
Women are a challenge to reach for healthcare marketers these days. Hospitals need to use every opportunity to reach out to these important decision-makers and use online and offline strategies to get their valuable attention.
This document provides a summary of emerging consumer trends based on insights from LHBS's Inspiration-Hub digital platform. It outlines several shifting consumer behaviors, including more energy drink consumption by parents than childless individuals; consumers trusting smaller food brands more than big brands; average-sized models selling more clothing; millennials exploring less conventional relationship styles; and consumers preferring brands that care about social and environmental issues. The document encourages organizations to track relevant business opportunities by utilizing LHBS's Inspiration-Hub platform to gain customized consumer insights and fuel innovation.
SPECIAL REPORT ONDigital Literacy for Women & Girls.docxwilliame8
SPECIAL REPORT ON
Digital
Literacy
for Women
& Girls
https://www.facebook.com/allwomeninmedia?v=wall
http://www.allwomeninmedia.org
http://www.youtube.com/allwomeninmedia
http://twitter.com/#!/allwomeninmedia
mailto:[email protected]
http://www.att.com
http://www.allwomeninmedia.org
http://www.linkedin.com/groups?gid=150382&sharedKey=1B3E89771FDD
http://www.ciconline.org
ALLIANCE FOR WOMEN IN MEDIA FOUNDATION 1
2011 AlliAnce For Women in mediA
FoundAtion BoArd oF directors
Chair
VALERIE K. BLACKBURN
CBS BROADCASTINg, INC.
LOS ANgELES, CA
Chair-ElECt/ViCE Chair
KAy g. OLIN
LOCAL FOCUS RADIO
ATLANTA, gA
trEasurEr
KRISTEN WELCh
DISCOVERy COMMUNICATIONS, INC.
SILVER SpRINg, MD
trEasurEr-ElECt
SARAh FOSS
LIFT INDUSTRIES, LLC
RIChMOND, VA
immEdiatE Past Chair
SyLVIA L. STROBEL, ESq.
ALLIANCE FOR COMMUNITy MEDIA
MCLEAN, VA
dirECtors
ChRISTINA ANDERSON
NATIONAL CABLE & TELECOMMUNICATIONS
ASSOCIATION
WAShINgTON, DC
LISA C. DOLLINgER
SAN ANTONIO, TX
MIChELLE DUKE
NATIONAL ASSOCIATION OF
BROADCASTERS EDUCATION FOUNDATION
WAShINgTON, DC
CAROL gROThEM
CAMpBELL MIThUN/COMpASS pOINT
MEDIA
MINNEApOLIS, MN
CAROL hANLEy
ARBITRON, INC.
ChICAgO, IL
JONELLE hENRy
C-SpAN
WAShINgTON, DC
LAURIE KAhN
MEDIA STAFFINg NETWORK
SCOTTSDALE, AZ
CORNELIA KOEhL
hARpO, INC.
ChICAgO, IL
BRIDgET LEININgER
CNN
ATLANTA, gA
BONNIE pRESS
NEW yORK, Ny
hEIDI RAphAEL
gREATER MEDIA, INC.
BRAINTREE, MA
DEBORAh J. SALONS, ESq.
DRINKER BIDDLE & REATh
WAShINgTON, DC
KEIShA SUTTON-JAMES
ICBC BROADCAST hOLDINgS, INC.
NEW yORK, Ny
JENNIFER ZEIDMAN BLOCh
gOOgLE
NEW yORK, Ny
Increasing Digital
Opportunity for Women
By Erin M. Fuller, CAE
I
n 1995, Nelson Mandela said that “In the twenty-first century,
the capacity to communicate will almost certainly be a key
human right. Eliminating the distinction between the infor-
mation-rich and information-poor is also critical to elimi-
nating economic and other inequalities…and to improve the life of
all humanity.”
Sadly we are not there yet, and it’s too often women who are short-
changed when it come to access to communications, information,
and technology in particular. The Alliance for Women in Media
Foundation (AWMF) issues this Special Report to shine a light on digital literacy, with
a particular focus on media. This Special Report addresses the gender-based knowledge
divide, with a specific focus on girls, women and workforce training. In absolute terms,
women have less access to and use information and communications technologies less
than men. As a result, a stereotype has been developed that women are rather techno-
phobic, have less interest in, and are less capable using technology. One set of opinions
and explanations for why this is ranges from to the types of toys that children play
with—dolls vs. video games—to software and technology design.
Contrary to those kinds of claims, careful and broad-based statistical tests in 25 dif-
ferent countrie.
YTHTechSex: An Exploration of Youth Sexual Health and the Digital LandscapeYTH
What websites do young people use to find sexual health information? What do they think about online dating and cyberbullying? Join us as we present findings from our national study, YTHTechSex, that paints a picture of the digital landscape for youth and their health needs, and presents insights for future interventions. We will share stories from youth participants that we met across the United States, as well as introduce a youth-designed tech solution to cyberbullying.
The document discusses findings from a survey of 100 American teenage girls aged 13 to 18 about their spending habits, media consumption, and socialization. Some key findings include:
- Teenage girls spend purposefully online, averaging 11 hours per month, searching for specific information rather than browsing randomly. They primarily use social media to stay in constant contact with friends.
- When shopping, teenage girls research sales and wait for preferred brands to go on sale before purchasing. They are loyal to favorite brands and enjoy finding them at discounted prices.
- Teenage girls prefer to actively seek out sales information from brands rather than having brands approach them. They share shopping tips and deals primarily through one-on-one communication like text
The Teenage Girl as Consumer and CommunicatorHavasPR
The document discusses findings from a survey of 100 American teenage girls aged 13 to 18 conducted in November 2009. Some key findings include:
- Teenage girls spend purposefully online, knowing what they are looking for, which is mainly keeping in touch with friends through social media.
- They are selective about what brands and trends they follow and prefer to actively seek out sales and deals from brands rather than being passively marketed to.
- They share new brand or shopping information mainly through one-on-one communication like texting rather than broadcasting on social media. Intimacy with a small circle of close friends is important.
- They prefer to shop in physical stores so they can see and touch items, and enjoy
This document discusses web usage patterns among different groups of women. It covers boomer women, teen girls, female entrepreneurs, and moms. For boomer women, the document notes that some were introduced to technology later in life and prefer traditional media over online purchasing. Teen girls are heavy users of social media for creative expression and connection. Female entrepreneurs face challenges in securing capital. Moms, especially millennial moms, rely heavily on the web for tasks like research, planning, and building social networks. In conclusion, the document emphasizes the importance of customer segmentation and tailoring marketing strategies to different groups of women.
This document discusses differences in how men and women shop both offline and online. It begins by noting that research has shown women's shopping tends to be more hedonic and frequent while men's is more utilitarian. It then examines whether these differences carry over to online shopping. The document presents findings from a large study that tracked online purchases over multiple years, involving surveys and interviews. The study found that while online and offline behaviors originally differed more, they are now aligning as both genders have spent more time online. Specifically, it found that categories like home improvement and consumer electronics now have more female than male online shoppers, challenging the idea that preferences are fixed by traditional gender roles. The document advocates for online retailers to better
Leonardo DiCaprio Super Bowl: Hollywood Meets America’s Favorite Gamegreendigital
Introduction
Leonardo DiCaprio is synonymous with Hollywood stardom and acclaimed performances. has a unique connection with one of America's most beloved sports events—the Super Bowl. The "Leonardo DiCaprio Super Bowl" phenomenon combines the worlds of cinema and sports. drawing attention from fans of both domains. This article delves into the multifaceted relationship between DiCaprio and the Super Bowl. exploring his appearances at the event, His involvement in Super Bowl advertisements. and his cultural impact that bridges the gap between these two massive entertainment industries.
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Leonardo DiCaprio: The Hollywood Icon
Early Life and Career Beginnings
Leonardo Wilhelm DiCaprio was born in Los Angeles, California, on November 11, 1974. His journey to stardom began at a young age with roles in television commercials and educational programs. DiCaprio's breakthrough came with his portrayal of Luke Brower in the sitcom "Growing Pains" and later as Tobias Wolff in "This Boy's Life" (1993). where he starred alongside Robert De Niro.
Rise to Stardom
DiCaprio's career skyrocketed with his performance in "What's Eating Gilbert Grape" (1993). earning him his first Academy Award nomination. He continued to gain acclaim with roles in "Romeo + Juliet" (1996) and "Titanic" (1997). the latter of which cemented his status as a global superstar. Over the years, DiCaprio has showcased his versatility in films like "The Aviator" (2004). "Start" (2010), and "The Revenant" (2015), for which he finally won an Academy Award for Best Actor.
Environmental Activism
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Introduction
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Leonardo DiCaprio House: Malibu Beachfront Retreat
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His Malibu beachfront house is one of the most famous properties in Leonardo DiCaprio's real estate portfolio. Situated in the exclusive Carbon Beach. also known as "Billionaire's Beach," this property boasts stunning ocean views and private beach access. The "Leonardo DiCaprio house" in Malibu is a testament to the actor's love for the sea and his penchant for luxurious living.
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The Malibu house features a modern design with clean lines, large windows. and open spaces blending indoor and outdoor living. The expansive deck and patio areas provide ample space for entertaining guests or enjoying a quiet sunset. The house has state-of-the-art amenities. including a gourmet kitchen, a home theatre, and many guest suites.
Sustainable Features
Leonardo DiCaprio is a well-known environmental activist. whose Malibu house reflects his commitment to sustainability. The property incorporates solar panels, energy-efficient appliances, and sustainable building materials. The landscaping around the house is also designed to be water-efficient. featuring drought-resistant plants and intelligent irrigation systems.
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Another remarkable property in Leonardo DiCaprio's collection is his Hollywood Hills house. This secluded retreat offers privacy and tranquility. making it an ideal escape from the hustle and bustle of Los Angeles. The "Leonardo DiCaprio house" in Hollywood Hills nestled among lush greenery. and offers panoramic views of the city and surrounding landscapes.
Design and Amenities
The Hollywood Hills house is a mid-century modern gem characterized by its sleek design and floor-to-ceiling windows. The open-concept living space is perfect for entertaining. while the cozy bedrooms provide a comfortable retreat. The property also features a swimming pool, and outdoor dining area. and a spacious deck that overlooks the cityscape.
Environmental Initiatives
The Hollywood Hills house incorporates several green features that are in line with DiCaprio's environmental values. The home has solar panels, energy-efficient lighting, and a rainwater harvesting system. Additionally, the landscaping designed to support local wildlife and promote
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Introduction: The Fame Surrounding Tom Cruise Daughter
Suri Cruise, the daughter of Tom Cruise and Katie Holmes, has been in the public eye since her birth on April 18, 2006. Thanks to the media's relentless coverage, the world watched her grow up. As the daughter of one of Hollywood's most renowned actors. Suri has had a unique upbringing marked by privilege and scrutiny. This article aims to provide a comprehensive overview of Suri Cruise's life. Her relationship with her parents, and her journey so far.
Early Life of Tom Cruise Daughter
Birth and Immediate Fame
Suri Cruise was born in Santa Monica, California. and from the moment she came into the world, she was thrust into the limelight. Her parents, Tom Cruise and Katie Holmes. Were one of Hollywood's most talked-about couples at the time. The birth of their daughter was a anticipated event. and Suri's first public appearance in Vanity Fair magazine set the tone for her life in the public eye.
The Impact of Celebrity Parents
Having celebrity parents like Tom Cruise and Katie Holmes comes with its own set of challenges and privileges. Suri Cruise's early life marked by a whirlwind of media attention. paparazzi, and public interest. Despite the constant spotlight. Her parents tried to provide her with an upbringing that was as normal as possible.
The Influence of Tom Cruise and Katie Holmes
Tom Cruise's Parenting Style
Tom Cruise known for his dedication and passion in both his professional and personal life. As a father, Cruise has described as loving and protective. His involvement in the Church of Scientology, but, has been a point of contention and has influenced his relationship with Suri. Cruise's commitment to Scientology has reported to be a significant factor in his and Holmes' divorce and his limited public interactions with Suri.
Katie Holmes' Role in Suri's Life
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Suri Cruise: Growing Up in the Spotlight
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Introduction to the Hypothesis: Morgan Freeman is Jimi Hendrix
The idea that Morgan Freeman is Jimi Hendrix stems from a mix of historical anomalies, physical resemblances. and a penchant for myth-making that surrounds celebrities. While Jimi Hendrix's official death in 1970 is well-documented. some theorists suggest that Hendrix did not die but instead reinvented himself as Morgan Freeman. a man who would become one of Hollywood's most revered actors. This article aims to delve into the various aspects of this hypothesis. examining its origins, the supporting arguments. and the cultural impact of such a theory.
The Genesis of the Theory
Early Life Parallels
The hypothesis that Morgan Freeman is Jimi Hendrix begins by comparing their early lives. Jimi Hendrix, born Johnny Allen Hendrix in Seattle, Washington, on November 27, 1942. and Morgan Freeman, born on June 1, 1937, in Memphis, Tennessee, have lived very different lives. But, proponents of the theory suggest that the five-year age difference is negligible and point to Freeman's late start in his acting career as evidence of a life lived before under a different identity.
The Disappearance and Reappearance
Jimi Hendrix's death in 1970 at the age of 27 is a well-documented event. But, theorists argue that Hendrix's death staged. and he reemerged as Morgan Freeman. They highlight Freeman's rise to prominence in the early 1970s. coinciding with Hendrix's supposed death. Freeman's first significant acting role came in 1971 on the children's television show "The Electric Company," a mere year after Hendrix's passing.
Physical Resemblances
Facial Structure and Features
One of the most compelling arguments for the hypothesis that Morgan Freeman is Jimi Hendrix lies in the physical resemblance between the two men. Analyzing photographs, proponents point out similarities in facial structure. particularly the cheekbones and jawline. Both men have a distinctive gap between their front teeth. which is rare and often highlighted as a critical point of similarity.
Voice and Mannerisms
Supporters of the theory also draw attention to the similarities in their voices. Jimi Hendrix known for his smooth, distinctive speaking voice. which, according to some, resembles Morgan Freeman's iconic, deep, and soothing voice. Additionally, both men share certain mannerisms. such as their calm demeanor and eloquent speech patterns.
Artistic Parallels
Musical and Acting Talents
Jimi Hendrix was regarded as one of t
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Introduction
Tom Cruise long hair has often been more than a style choice. it has been a significant element of his persona both on and off the screen. From the tousled locks of the rebellious Maverick in "Top Gun" to the sleek, sophisticated mane in "Mission: Impossible II." Cruise's hair has played a pivotal role in shaping his image and the characters he portrays. This article explores the various stages of Tom Cruise long hair. Examining how this iconic look has evolved and influenced his career and broader fashion trends.
Early Days: The Emergence of a Style Icon
The 1980s: The Birth of a Star
In the early stages of his career during the 1980s, Tom Cruise sported a range of hairstyles. but in "Top Gun" (1986), his hair began to gain significant attention. Though not long by later standards, his hair in this film was longer than the military crew cuts associated with fighter pilots. adding a rebellious edge to his character, Pete "Maverick" Mitchell.
Risky Business: The Transition Begins
In "Risky Business" (1983). Tom Cruise's hair was short but longer than the clean-cut styles dominant at the time. This look complemented his role as a high school student stepping into adulthood. embodying a sense of youthful freedom and experimentation. It was a precursor to the more dramatic hair transformations in his career.
The 1990s: Experimentation and Iconic Roles
Far and Away: Embracing Length
One of the first films in which Tom Cruise embraced long hair was "Far and Away" (1992). Playing the role of Joseph. an Irish immigrant in 1890s America, Cruise's long, hair added authenticity to his character's rugged and determined persona. This look was a stark departure from his earlier. more polished styles and marked the beginning of a more adventurous phase in his hairstyle choices.
Interview with the Vampire: Gothic Elegance
In "Interview with the Vampire" (1994). Tom Cruise long hair reached new lengths of sophistication and elegance. Portraying the vampire Lestat. Cruise's flowing blonde locks were integral to the character's ethereal and timeless allure. This hairstyle not only suited the gothic aesthetic of the film but also showcased Cruise's ability to transform his appearance for a role.
Mission: Impossible II: The Pinnacle of Long Hair
One of the most memorable instances of Tom Cruise long hair came in "Mission: Impossible II" (2000). His character, Ethan
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2. KEY FINDINGS
Real Women. Digital World. i
I The Internet is the leading media choice among women,
and trails only work, sleep and spending time with
family across overall activities. It has emerged as the
most cherished, most vital medium in women’s lives.
I The content most sought by women online — including
news, weather, games and finance — is not found in
typical women’s magazines.
I Traditional media still plays a key role in women’s lives,
particularly in the form of relaxing entertainment.
Women consistently use magazines, product packaging
and television to learn about websites.
I Women fall into eight overlapping personality types
in their online experience. These are influenced by
who the women are in the offline world, as well as
their key behavioral attributes online.
I Women are consummate “surchers,” doing a hybrid
of surfing and searching within a number of their
favorite sites.
I Women feel justified spending time online at work
for non-work activities, as they are working more hours
than ever before. Going online for personal matters
at work has replaced the coffee or water cooler break.
I Women have become multi-channel consumers
— they are shopping online more than ever before.
They like to browse online and research items they
will later buy either online or in the retail store.
4. Marketers and media companies who hope to truly connect
with women consumers in the coming decades cannot ignore
the growing importance and impact of the Internet, digital
media and communication devices on those women’s lives.
This study is intended to shed light on precisely how women
interact with digital media — especially the Internet — and how
that interaction impacts their lives, their relationships, their
jobs, their commercial activity and their use of other media.
But the true impact of this study goes beyond the numbers.
Real Women. Digital World. performs two additional tasks
that will serve marketers and media providers well as they
attempt to “crack the code” on reaching women consumers.
First, it challenges a series of “myths” about how and why
women use the Internet in their daily lives. Too often, it is
taken as gospel that women use the Internet in a purely
utilitarian fashion; that they see it as a task-oriented medium
that carries very little emotional punch; or that it’s used
mainly during “down-time.” These and other assumptions turn
out not to be true, and the research that follows will illuminate
the real how and why of women’s Internet use.
The study also presents a series of personality profiles of
the woman Internet consumer. These portraits present,
for the first time, a framework for understanding the
mindsets and values of women as they make the Internet
and digital media an even greater part of their lives.
Real Women. Digital World. will help marketers get inside
the mind and personality of the customer to make better
media selections, create better advertising and marketing
messages and truly engage women in a dialogue online.
Yahoo! will use the insights from this study to further shape
and focus our relationship with the millions of women who
visit our sites and use our tools every day. We invite and
encourage our marketing partners to do the same.
INTRODUCTION
Real Women. Digital World. 1
5. 2 Commissioned by Yahoo! and Starcom MediaVest Group
METHODOLOGY
This project was a two-phased market research study.
Four qualitative listening sessions were conducted in
San Francisco and Chicago by Just Ask A Woman and
a quantitative online survey was conducted by TNS.
Each two-hour Just Ask a Woman LIVE®
session included
25 women ranging in age from 18-49. Two of the groups
were conducted among light Internet users and two were
among heavy Internet users. The discussions centered around
the different roles of the Internet, its practical and emotional
benefits in each woman’s life, its role compared to traditional
media and how women are using the Internet to get what
they want on their own terms. Just Ask a Woman has been
conducting in-person, in-depth qualitative research among
over 4,000 women since 1998. Their questioning methodology
and analysis is the result of listening to women on subjects
ranging from retail to media, from beauty and health to
automotive, from financial services to consumer electronics,
as well as dozens of other categories and industries.
The online quantitative survey was built upon the findings
from the qualitative listening sessions. The survey instrument
was designed to elaborate and quantify topics from the
qualitative research. The questionnaire focused not only on
the simple “whys” and “hows” of women’s Internet usage,
but also examined women’s feelings about the Internet
and the impact it has had on their lives.
The survey was conducted among women on the TNS
NFO MySurvey Community panel in early March, 2004.
A total of 1,199 women ages 18-49 participated in the survey,
which averaged just over 25 minutes to complete. Four quota
groups were set in order to obtain representative samples
of working women and women with children. These quota
groups consisted of:
I Employed women with children (n=312)
I Employed women without children (n=300)
I At-home women with children (n=287)
I At-home women without children (n=300)
6. The profiles shown below were identified
from qualitative findings from the Just Ask
a Woman Live®
listening sessions. They are
not mutually exclusive; women have different
online personalities based on their tenure
online as well as their reason for being online.
She is galloping across the emerging Internet frontier, whooping it up
with each new discovery. She is a brave pioneer, visiting new sites and chat
rooms, finding new ways to bring the digital world into her own. Fifty-one
percent of women say they love finding new and exciting websites on the
Internet, and 42 percent say they’ll get online even if they’re not looking
for anything in particular. Sites that skew high for Digital Cowgirls: games.
She is the predictor of what’s next. As soon as she learns something new,
she discusses it with friends online and lures them to check out her most
recent discoveries. She is an influencer because she is perceived to “see”
things before they happen. Forty-three percent of women say they tell all
their friends about websites they like, and 22 percent claim they are usually
the first of their friends to discover an interesting website. Sites that skew high
for Digital Cassandra: news, finance, home & family and food & entertainment.
She loves to be known for being only about the best. There’s good, better
and Diva. She likes to one-up her friends by using the “smarter” site.
She’ll buy Marc Jacobs or that set of Calphalon cookware online. Sixteen
percent of women say they use the Internet to buy luxury items. Sites that
skew high for Digital Diva: shopping, travel, health & beauty, entertainment
& gossip and finance.
PERSONALITY PROFILES
Real Women. Digital World. 3
7. 4 Commissioned by Yahoo! and Starcom MediaVest Group
She is fresh to the ball, but eager to show that she is a quick learner —
not a novice. She may be newer to an active online life, but she is a willing
experimenter who’s ready for prime time. Twenty percent of women state
that although they are relatively new to the Web, they are constantly
learning about new applications and websites.
Probably the closest to the traditional image of the woman as researcher
online, she is as thorough as a librarian and as careful as a scientist.
What’s the best price? What’s the best cure? She is relentless in her search
for truth. Eighty-two percent of women say the Internet is the first place
they go if they need to conduct research on a particular topic, and 58
percent can spend hours on the Internet researching every aspect of an
issue or item they’re interested in. Sites that skew high for Digital
Detective: news, weather, finance, home & family and food & entertaining.
From searching for old boyfriends to tapping into chat rooms just to see
what people are talking about, she uses the Internet to anonymously check
out the world. Just over one-fifth of respondents say they have used the
Internet to look up old friends or boyfriends with whom they have not
kept in touch. Sites that skew high for Digital Voyeur: news, finance,
games, home & family, food & entertainment and astrology.
With the help of the Internet, she has become even more successful in
making the best social plans and keeping everyone in the loop. The best part
is, she’s spending less time doing it and gets more credit for it. Twelve percent
of women agree with the statement, “I use the Internet to help me plan
my social life,” and 15 percent say they have used the Internet to meet new
people, be it for dating or just friendship. Sites that skew high for
Digital Socialite: travel, entertainment and gossip.
The Internet has given women the confidence to start their own businesses.
Just over 10 percent of women say they have started an online business or
have used the Internet to generate income. Sites that skew high for Digital
Shopkeeper: news.
PERSONALITY PROFILES CONTINUED
8. Real Women. Digital World. 5
LIFESTYLE
MYTH: Busy women have barely enough
time in the day to juggle all they
need to do. It’s tough to
“make time” for the Internet.
FACT: The Internet has become a central
activity within women’s lives,
enabling the compression of time
and becoming an integral means of
managing life and accomplishing
what needs to get done.
THE 38-HOUR DAY
Today’s women are busier than ever. Thirty-six percent of
working women are spending more time working than they
were one year ago. The good news is that one-quarter of
women are spending more time with their family than they
were a year ago. One reason that work-life balance seems
to be shifting in a positive direction is the efficiency and
empowerment that the Internet affords to women. While
usage of traditional media is declining, almost half of all
online women state that they are spending more time on
the Internet than they were one year ago.
Women are also faced with a wider range of activities vying
for their attention, as well as a seemingly endless array of
media choices. In this era of multi-tasking, the Internet is the
leading choice and activity in terms of time spent, trailing
only work, sleep, and spending time with family across overall
activities. The sum total of all of these activities comes to
nearly 38 hours (see adjacent chart).
9. 6 Commissioned by Yahoo! and Starcom MediaVest Group
Question: On average, how many hours per day do you spend doing each of the following activities?
Working
Sleeping
Time with family
On the Internet
Watching TV
Chores/Errands
Eating/Preparing meals
Relaxing
Listening to radio
Commuting
Time with friends
Reading books
Hobbies/Crafts
Reading magazines
Reading newspapers
0 1 2 3 4 5 6 7 8
Mean hours per day
7.3
7.2
4
3.3
2.9
2.6
1.9
1.9
1.5
1.3
1.2
1
.9
.7
.6
LIFESTYLE CONTINUED
10. LIFESTYLE CONTINUED
Real Women. Digital World. 7
“We have four computers. I’m a stay-at-home
mom and I’m obsessed. I’m on mid-morning.
I’m on in the afternoon and then in the evening
time, till the wee hours of the morning.”
MYTH: Women are so busy that they just
access the Internet during their
few available down hours, like
after midnight or when the kids
get off the family computer.
It’s get it done and get off.
FACT: Despite their hectic days,
women are making time for the
Internet; they are using it all
hours of the day. They are not
only online during the traditional
early morning and after work/late
night “down times,” they are
online between chores and at work.
11. 8 Commissioned by Yahoo! and Starcom MediaVest Group
Activity: Out of 100%, please estimate what percentage of your time spent
on the Internet falls within each of the following time frames.
30%
25%
20%
15%
10%
5%
0%
Early
Morning
7%
17%
12%
15%
11%
19%
15%
4%
LIFESTYLE CONTINUED
Morning Mid-day Afternoon Late
Afternoon
Evening Late
Evening
Nighttime
12. Real Women. Digital World. 9
MEDIA CHOICE
“You’d definitely have to pry the Internet
out of my cold dead hands.”
MYTH: As a relatively new factor in
women’s lives, the Internet doesn’t
carry the same weight, emotional
connection and “trust factor”
as other, more mature media.
FACT: The Internet has rapidly emerged
as the most cherished, most vital
medium in the lives of women.
The convenience and variety of information available has made
the Internet the hands-down choice when it comes to news,
information and entertainment. When asked which medium
they’d prefer to have on a desert island, women overwhelmingly
selected the Internet over TV, radio, newspapers and magazines.
Women believe that the Internet, even without email, has
everything that other media have plus more. Many say they
just can’t live without their Internet connection.
13. 10 Commissioned by Yahoo! and Starcom MediaVest Group
Question: If you were stranded on a desert island and had only one of the following
as a source for news, information and entertainment, which would you prefer to have?
Television
22%
Magazines
3%
Radio
7%
Newspaper
3%
Internet
65%
MEDIA CHOICE CONTINUED
14. Activity: Please indicate how your participation in the following activities has changed in the past year.
Real Women. Digital World. 11
Traditional media are still being utilized, just to a lesser extent than five years ago. Despite all the advantages of the Internet,
it still falls short in certain areas. Women aren’t canceling their magazine and newspaper subscriptions or sending their
TVs to Goodwill. They are, however, spending less time with other media than they did before.
60
50
40
30
20
10
0
Internet Television Magazines Newspapers Radio
Spending more time with (%)
Spending the same
amount of time with (%)
Spending less time with (%)
46.9 45.4
7.2
12.4
52.4
34.3
14.8
51.6
26.9
12.1
52.9
23.6
13
58
25.7
MEDIA CHOICE CONTINUED
15. 12 Commissioned by Yahoo! and Starcom MediaVest Group
MEDIA CHOICE CONTINUED
Traditional media still plays an important role for women,
particularly in the form of relaxing entertainment. Magazines
have the added benefit of portability and a full 65 percent
of women who read magazines online actually prefer to read
the hard copy. It’s a quick get away, a means to read short,
interesting articles that one may not have bothered to read if
searching online. In addition, traditional media is also a way
that many women are learning about new websites. Over half
of the women stated that they used magazines or product
packaging to learn about websites, while 40 percent found out
about new websites through television.
“ With the TV you can go mindless.
That’s what I use it for — you don’t
have to think too much. The Internet
has more but you have to pursue it
and be proactive.”
“ If there is a specific thing that you’re
concerned about, you can just type that
in and then there are 100 articles that
you can thumb through. The magazine
educates you on things you might not
know about. Things I might not know
to think about. The magazine brings
you new things as opposed to the
Internet where you go if you want
more information.”
16. ROLE OF INTERNET AT WORK
Real Women. Digital World. 13
MYTH: Online use in the office tends to be
“heads-down” and focused almost
solely on work-related activity.
FACT: Women are actually lengthening
the workday and purposefully
blending personal and work activity
at the office. The Internet makes
it all possible.
WORKING UNDER-TIME
The truth is that American women are working more hours
(over one-third say they are working more within the past year)
and taking less of their vacation time than in years past…but are
they counting working hours…or just working? Women have
developed the concept of “working under-time” — spending
extra time in the office to compensate for using the Internet for
personal reasons throughout the day. During the listening
sessions, over half of employed women admitted or even
bragged that they spent time online for non-work-related
activities, including banking, emails, IM-ing, planning travel
and events, coordinating their personal lives and playing
games. They feel justified. It’s what allows them to get
through the day. Going online for fun has replaced the walk
around the block or the coffee break. It’s the filler between
meetings, phone calls or other assignments. Women say they
feel more productive…but it’s productivity defined differently.
They’ve figured out how to be productive in their personal lives
at the same time they are productive in their work lives.
The average woman working outside of the home is spending
more than two hours a day online — over 40 minutes on personal
activities. Women working from home spend an average of
four hours a day online, almost half for personal activities.
17. 14 Commissioned by Yahoo! and Starcom MediaVest Group
Forty-seven percent of working
women use their personal
Internet connection to conduct
work during non-working hours.
Twenty percent of women have
checked their work email while
they were on vacation — they’ve
earned the time they spend
online at the office.
300
250
200
150
100
50
0
Women working
outside home
Women working
at home
Minutes per day composing and
sending work-related emails at work
Minutes per day composing and
sending personal emails at work
Minutes per day on the Internet
at work for work-related matters
Minutes per day on the Internet
at work for personal matters
ROLE OF INTERNET AT WORK CONTINUED
18. Real Women. Digital World. 15
THE EMOTIONAL IMPACT OF THE INTERNET
MYTH: The Internet is a “cool medium”
and not necessarily a good
channel for emotional connection.
FACT: Women report strong emotions
relating to their use of the Internet,
indicating a deeper level of
emotional engagement than
previously thought.
Using the Internet instills a range of emotions in women.
While an overwhelming percentage — 96 percent of women
— say they frequently feel positive emotions while online,
the Internet can instill some negative emotions online as well.
As women continue to become familiarized with Internet
functions and navigation, their frustration will be reduced
when it comes to meeting their online objectives.
19. 16 Commissioned by Yahoo! and Starcom MediaVest Group
Entertained
Helpful
Efficient
Satisfied
Relaxed
Engaged
Empowered
Stimulated
Rewarded
Annoyed
Creative
0 10 20 30 40 50
Feelings experienced when using the Internet (%)
52.3
37.4
35.8
34.9
30.7
20.2
17.9
17.4
16.7
16.3
15.2
Question: Which of the following thoughts or feelings do you experience most often while using the Internet?
THE EMOTIONAL IMPACT OF THE INTERNET CONTINUED
20. ONLINE BEHAVIOR
Real Women. Digital World. 17
MYTH: Men are “players and surfers”
while women are “seekers and
taskmasters” on the Internet.
FACT: Women elaborated on their use
of the Internet during the listening
sessions. They are using the Internet
for a wide variety of purposes that
span a range of activities, from fun
to focused — entertainment, research,
logistics planning, price comparison,
mate hunting, tips on food,
child-raising, health, and more.
They are constantly “surching,”
a hybrid of surfing and searching
that’s focused on a number of their
favorite sites.
There’s a wide variety of sites available to women online,
and while it’s virtually impossible to cover every inch of ground
women are visiting on the Web, there are several broad
categories that women are visiting frequently. The sites that were
most frequently mentioned by women were not what could be
found in typical women’s magazines: news, weather, shopping,
games and finance topped the list. It turns out, a higher
percentage of women visit sports sites than astrology sites.
This change may be occurring due to the expanding definition
of what women now consider “fun” on the Internet. Even the
most mundane tasks, such as paying bills, have become less of
a chore due to the Internet.
“Before the Internet I didn’t keep a
check register, I didn’t look at my bank
statements. Now, I’m online everyday
seeing what checks cleared. It’s almost
like an obsession.”
21. 18 Commissioned by Yahoo! and Starcom MediaVest Group
80
70
60
50
40
30
20
10
N
ew
s/Inform
ation
Shopping
H
om
e/Fam
ily
Food/Entertainm
ent
H
ealth/B
eautyFinances/B
anking
G
am
es
Entertainm
ent/G
ossip
Travel
W
eather
Sports
A
strology
Percentage who visit site regularly or occasionally
ONLINE BEHAVIOR CONTINUED
Question: How frequently do you visit the following types of websites?
22. Real Women. Digital World. 19
Email
Shopping
Games
News
Travel
Home Improvement
IM
Recipes
Celebrities
Health/Beauty
Finances
Chat Rooms
0 10 20 30 40 50 60 70 80
Percentage selecting activity as entertaining
82.7
55.5
55.5
49.3
45
41.7
40.2
39.4
39.3
32.7
22.1
10
ONLINE BEHAVIOR CONTINUED
Question: Which of the following online activities do you find entertaining?
23. 20 Commissioned by Yahoo! and Starcom MediaVest Group
THE RETAIL ENABLER
Women can purchase nearly anything they want online today. Simple return policies, well-stocked
online stores and safer encryption technology have helped to make Internet shopping more
commonplace. Women are no longer hesitant to purchase items “virtually.” Over half of respondents
say they are shopping online more than they used to, and 43 percent of women are regularly
purchasing items over the Internet. Even those that are not currently buying online are still doing their
research online — nearly half (47 percent) say they often browse but do not necessarily make a
purchase online. They’ll look to see what the sales are, do their price comparisons and then go to the
retail store. Pre-buying online research is also particularly common when looking into electronics
and technology purchases.
MYTH: Women will make a handful of “everyday” purchases online, while also
occasionally researching a “big-ticket,” high-consideration purchase.
FACT: The Internet has become a routine, consistent part of the total shopping
experience. Women browse the Internet regularly for items they’ll later
buy online or at retail stores, while also researching a wide range of products
including electronic and technology products.
24. THE RETAIL ENABLER CONTINUED
Real Women. Digital World. 21
Regularly make purchases
over Internet 43%
Never made a
purchase online 10%
Often shop around but do not
make online purchases 47%
“You go online, go to [major dept
store] you go to the department and
order right then. Now if you go to
the store, the only department
where there is help is the cosmetics
department. You go to any other
department and you find the
beautiful blouse and then you look,
where in the hell is the check out
counter? And there are two clerks
and they are talking to each other
and they totally ignore you. Maybe
if you clear your throat enough they
say, “Oh did you want something?”
By then you are ready to rip the
sweater to shreds…I don’t want to
go in. You go online, type “blouse”
in and they all come up. Go to the
store and the blouses could be on
five different floors.”
25. 22 Commissioned by Yahoo! and Starcom MediaVest Group
Question: Which of the following, if any, are the main reasons that you prefer to shop on the Internet?
(Asked among respondents who prefer shopping online.)
70
60
50
40
30
20
10
0
Shop
w
heneverSaves
tim
e
A
void
crow
ds
C
om
parison
shopC
an’t
get
locallyC
onvenient
delivery
Prices
Selection
Taxes
A
void
salespeople
Percentage agreeing strongly or somewhat
58
39.5 38
34.3
29.9 27.8 27.5
17
12 11.7
THE RETAIL ENABLER CONTINUED
Convenience, time saving and avoiding crowds were cited as the strongest reasons women prefer
to shop online. The ability to comparison shop and get a wider selection than is locally available are
also important drivers of online shopping.
26. Real Women. Digital World. 23
CHILDREN’S USAGE OF THE INTERNET
MYTH: The Internet has replaced video games and television as mindless
activity for children.
FACT: Although moms still express some concern over their children’s
usage of the Internet, this is overshadowed by the benefits it reaps
in terms of schoolwork and communication.
Almost two-thirds of moms (65 percent) feel the Internet has helped their children with schoolwork.
The majority are also concerned about the dangers of the Internet, with 62 percent having discussed
this with their children. Thirty-nine percent of moms have monitoring software in place that prevents
their children from going to certain websites. Thirty-six percent say they trust their children to surf
the Internet without adult supervision, but less than one-third (30 percent) have actually allowed their
children to surf by themselves. They are also taking precautions to keep their children safe by keeping
computers in open areas where they can check on them frequently. Only 12 percent of moms feel
their children spend too much time online, while 8 percent actually feel that the Internet has helped
to improve communication with their children.
27. 24 Commissioned by Yahoo! and Starcom MediaVest Group
CHILDREN’S USAGE OF THE INTERNET CONTINUED
Activity: Please indicate how accurately each of the following statements reflects
your feelings regarding your child/children’s use of the Internet.
80
60
40
20
0
Discussed
dangers
Trust to surf
without adult
Too much
time online
Helped with
schoolwork
Improves
communications
Top Two Box (%)
28. I In presenting our eight personality profiles of the woman Internet user
— Cassandra, Cowgirl, Debutante, Detective, Diva, Shopkeeper, Socialite
and Voyeur — we’ve presented the marketer with a psychographic
framework for understanding and speaking to women online. How to
make use of this information? In shaping your creative messages, ask
which of these profiles your product is likely to connect with. A great
online advertisement might appeal to the Cowgirl’s sense of adventure,
the Voyeur’s curiosity and the Cassandra’s need to be the first on her
block to secure new information or own a new product. The same
framework can be applied to media selection and placement:
Where am I likely to reach women when they’re busy living these
profiles online? In search? In personals? On a news page? While shopping?
While researching critical information? It’s a whole new way to think
about women online, and a fresh new look at media and creative planning.
I What to make of the 38-Hour Day? This finding demonstrates beyond
all question that women live a multi-tasking existence. And their media
usage is no exception. The image of a woman using the Internet in a
vacuum is as dated as the prototypical 1950s family congregating around
the TV set together. Women actively use the Internet as they perform
a variety of other tasks and as they consume other media. We encourage
marketers to continually explore how online advertising compliments
and enhances their total communication goals as it interacts with
other media. Think about how your TV commercial will be enhanced
by a strong presence on the Web. After all, your women customers
are already consuming them side-by-side. Women don’t consume
media in a vacuum, so why plan your media and marketing that way?
I We’ve established that the Internet is not a “spare time” activity
— it takes place constantly and at all hours. Knowing that women are
using the Internet at varying times of day and while multi-tasking,
we’re all challenged to make our ad messages direct, compelling,
benefit-driven and respectful of the user’s time and attention. Does this
mean that online advertising should only be benign and discrete?
Absolutely not. But it should work within the context of a woman’s busy
life and earn the attention it demands by entertaining, informing or
meeting a need.
INSIGHTS FOR MARKETERS
Real Women. Digital World. 25
So what specific insights and recommendations can marketers take away
from the data presented here? Let’s review some of the high points:
29. 26 Commissioned by Yahoo! and Starcom MediaVest Group
INSIGHTS FOR MARKETERS CONTINUED
I We now know that there is an unwritten pact between women and
their employers regarding use of the Internet at work for personal
tasks: I’ll work more hours, but I’m going to spend some of that time
looking after my own affairs. This may sound simple, but it carries
profound implications for marketers — nothing less than the rebirth
of the daytime women’s audience. Since women moved en masse
into the 9-5 workforce in the 1960s, reaching them during the day
has just gotten more and more difficult, and daytime TV has
shriveled. Now, after a 30-year absence, that audience is back
“on-screen” and ready to hear from the marketers who are
innovative enough to reach them.
I An enduring myth — that while men go online to explore, women are
strictly utilitarian — has been put to rest. We now know that even
when women go online to find something or to answer a question,
they don’t just search, they “surch.” Their Internet use is serendipitous
and adventurous. The message to marketers is simple: It takes more
than just search marketing or a great website to get the job done.
Smart, widely-distributed Internet advertising — a consistent presence
in many of the places she’ll go online — is the key to reaching
“the Surcher.”
I It might seem logical to think of the Internet as a “cool” or
“dispassionate” medium. But it’s just not true. The Internet
experience elicits strong feelings and emotions among women.
The invitation to marketers is to begin translating the emotive,
entertaining and inspirational aspects of your brand story to the
Web. When women are online they feel passion, connection and
outrage; they laugh, cry and bond. If you’re not connecting online
with them with those sides of your brand, then you’re missing
an opportunity.
I When thinking about women’s online buying habits, it’s easy to think
of the Web as just another store or retail channel. But women don’t
see it that way. They see one big, seamless retail world. They may
browse online on Monday and buy offline on Tuesday…or vice versa.
They expect the whole experience to be pre-integrated for them,
and they expect you to do it. The invitation and challenge is to go
even further in bringing together the tactile offline and online parts
of the shopping experience; to engineer them as seamlessly as
women use them.
I When it comes to Internet use by their children, women are neither
overprotective nor unconcerned. They understand that the Internet
is going to play a huge and important role in their kids’ lives; so
important that they insist on working closely with them as they
enter the digital world. Marketers who hope to earn the respect
and trust of moms should know that they’re “POS” (Parent-Over-
Shoulder) in their kids’ Internet lives.
30. 27Real Women. Digital World.
Real Women. Digital World. is not intended to be the
last word in understanding the relationship between
women and the emerging digital world in which they live.
It is, however, an important first step toward a deeper,
more intricate interpretation.
Making assumptions about consumer behavior is always
a perilous activity. As noted in this report, much of the
conventional wisdom about how and why women use
the Internet may actually be wrong. What is certain is
that the digital dialogue between marketers and their
female customers will never be the same. Reaching women
online will require greater insight, a better understanding
of their attitudes and values, and the willingness to
engage in an empowering dialogue.
We hope that Real Women. Digital World. will be
a positive stepping stone for marketers as they move
toward that new reality.
CONCLUDING THOUGHTS
Reaching women online will require
greater insight, a better understanding
of their attitudes and values,
and the willingness to engage
in an empowering dialogue.
31. Commissioned by Yahoo! and Starcom MediaVest Group
Project Directors
Mary Lou Quinlan, Founder & CEO, Just Ask A Woman
Brenda McFarland, Executive Vice President, TNS Media Research
Michele Madansky, Ph.D., Vice President, Research Director, Yahoo!
Kate Sirkin, Senior Vice President, Global Director of Strategic Intelligence
Starcom MediaVest Group Worldwide
Research inquiries may be directed to:
Michele Madansky, Ph.D.
VP Research Director
Yahoo!
701 First Avenue
Sunnyvale, CA 94089
Women-research@yahoo-inc.com
Kate Sirkin
Senior Vice President, Global Director of Strategic Intelligence
Starcom MediaVest Group Worldwide
35 West Wacker Drive
Chicago, IL 60601
Kate.Sirkin@smvgroup.com
32. “We have four computers.
I’m a stay-at-home mom and I’m obsessed.
I’m on mid-morning. I’m on in the
afternoon and then in the evening time,
till the wee hours of the morning.”
“You’d definitely have to pry the Internet
out of my cold dead hands.”
“With the TV you can go mindless.
That’s what I use it for — you don’t have
to think too much. The Internet has more
but you have to pursue it and be proactive.”
“My husband uses it as a research tool.
He gets it…done. I get in and get lost.
If I started for specific info I’ll get it
but I go to other places first.”
“I don’t want to go in
[to the department store].
You go online, type “blouse” in
and they all come up. Go to the store
and the blouses could be on
five different floors.”
“Before the Internet I didn’t keep a check
register, I didn’t look at my bank statements.
Now, I’m online everyday seeing what
checks cleared. It’s almost like an obsession.”