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women’s

Understanding
digital behaviour

An overview of the female digital world
credits: Flickr/Marco Gomes

1
“Why are women such bad
networkers?”
[ Women

are not natural networkers...

]

Article published in The Sunday Times – March 2010

2
women love digital
[ Women



are not natural networkers...

]

social

3
women   digital

“women are a digital
mainstream”
ComScore study – Women are shaping the internet

-June 2010

4
women   digital

51%

of UK internet
users are female

19.9

million

(*)

Source: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010
(*) Estimated UK internet users - E-marketer data - Feb 2010
5
women   digital

76% of UK females check
the internet every day

(*) Age 16+ In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet
Access 2010: Households and Individuals," August 27, 2010

6
women   digital

Females spend an average
of 50 * minutes online per
day

ComScore data – Women are shaping the internet
(*) Average 25 hours- Europe data - April 2010

7
women   digital

using...

8
Mobile wireless

25% of women in the UK accessed mobile
wireless (*)
credits: Flickr/RozRoz

(*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access
9
2010: Households and Individuals," August 27, 2010
laptop wireless outside
work/home

22% of women in the UK accessed laptop
wireless connection away from home/work
credits: Flickr/RozRoz

(*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet 10
Access
2010: Households and Individuals," August 27, 2010
women   digital

they look for...

11
women   digital

...friendship

19.869.540

19,869,540 female UK Facebook users
Source: Facebook. (age 16+) - Sep 2010

credits: Flickr/JulianaCoutinho

12
women   digital

27%

(18-25 years old)

22%
18%

(35-44 years old)

14%
8%

(26-34 years old)

(45-54 years old)

(55-65 years old)

Source: Facebook as cited by Inside Facebook, June 8, 2010

13
women   digital

... and shopping

14
Clothing and
Sporting

57%
credits: Flickr/Yourdon

shop online for clothes and sporting goods

Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and
Individuals," August 27, 2010
15
Music and Films

47%
credits: Flickr/mastakilla

shop online for music and films

Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and
Individuals," August 27, 2010
16
Travel
accommodation

44%
credits: Flickr/Yourdon

shop online for travel accommodation

Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and
Individuals," August 27, 2010
17
women   digital

Men spend on average £600*
more than women online
Paypal study – (*) Average spend in the last 6 months in 2009

18
women   digital

But...

19
women   digital

...females quite often shop
for the entire family

20
women   digital

...females love to share
content and experiences



Women are not natural social networkers

advocates

21
Follow celebrities

(18%)*

Conversations with
other users

(18%)*

Follow business
sales and

promotions

(16%)*

32% of UK Twitter users are women
credits: Flickr/carola rieger photography

Source: Google-Traffic only from Twitter.com / (*) Source: ComScore Survey, April 2010 –
Global female population
22
women   digital

Who are But...women and
these
how do they behave online?

23
The connector*
The explorer*

The nurturer*

Women make up around
users within the UK

51% of Facebook

Source: Facebook. (age 16+) - Sep 2010 / (*) NatMags Research
credits: Flickr/Yourdon

24
women   digital

The connectors
[ ]

All about me

25
18-34 years old

feel confident using social
media
optimistic
‘keeps up’ with what’s going on
High levels of aspiration

60%(7,207,520 Users*)
of women on Facebook correspond to this group
Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data
credits: Flickr/Yourdon

26
women   digital

What are some of their
main interests?

27
18-34 years old

Beauty
Weight Loss
Spa Breaks
Skin Care

Career Advice
Celeb News/Gossip
Cooking/Recipes

Sex Tips/Advice

Diet/Weight Loss

Relationship/Dating Advice

Fashion

Perfume/Fragrance

Hair Care

Manicure/Pedicure
Make Up

Hair Styles
Handbags

The Connectors have a curious nature and
search around lots of different topics
Source: iCrossing - Data sep 2010- Research for selected women categories

28
18-34 years old
Beauty
Handbags

Celeb News/Gossip

...female quite often shop
for the entire family
Relationship/Dating
Advice

Career Advice

Cooking/Recipes

Skin Care

Manicure/Pedicure
Fashion

Make Up
Perfume/Fragrance
Diet/Weight Loss

Main Facebook interests for Connectors are
Fashion and Cooking Recipes
Source: iCrossing – Facebook data (age 16+) - Sep 2010

29
18-34 years old

Pregnancy

Beauty

Retailer

Top sites visited by Connectors are clustered
around pregnancy, beauty and retail
Source: iCrossing- Google data - Sep 2010

30
women   digital

The nurturers
[

All about others

]

31
35-50 years old
positive and upbeat

needs relief from the
challenges of daily life
manages and navigates busy
lifestyle

feel supported using
social media

30% (3,512,480 Users*)
of women on Facebook correspond to this group
Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data
credits: Flickr/RaulA

32
35-50 years old

Beauty
Weight Loss
Spa Breaks
Skin Care

Career Advice
Celeb News/Gossip
Cooking/Recipes

Sex Tips/Advice

Diet/Weight Loss

Relationship/Dating Advice

Fashion

Perfume/Fragrance
Manicure/Pedicure
Make Up

Hair Care
Hair Styles
Handbags

The Nurturer is a busy person therefore, search
interest is far more polarised
Source: iCrossing - Data sep 2010- Research for selected women categories

33
women   digital
35-50 years old
Beauty
Handbags

Celeb News/Gossip

Relationship/Dating
Advice

Career Advice

Cooking/Recipes

Skin Care

Manicure/Pedicure
Fashion

Make Up
Perfume/Fragrance
Diet/Weight Loss

Main Facebook interests for Nurturers are
mainly Cooking Recipes and Fashion
Source: iCrossing – Facebook data (age 16+) - Sep 2010

34
35-50 years old

Cooking

Beauty

Parenting

Top sites visited by Nurturers are clustered
around cooking, beauty and parenting
Source: iCrossing- Google data - Sep 2010

35
women   digital

The explorers
[ ]

Rediscovering me

36
51-64 years old
Reconnect with social groups

Increased
wisdom

feels fulfilled and
entertained with
social media

10% (3,512,480 Users*)
of women on Facebook correspond to this group
Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data
credits: Flickr/Peter

37
51-64 years old

Beauty
Weight Loss
Spa Breaks
Skin Care

Sex Tips/Advice

Career Advice
Celeb News/Gossip
Cooking/Recipes

Diet/Weight Loss

Relationship/Dating Advice

Fashion

Perfume/Fragrance
Manicure/Pedicure
Make Up

Hair Care
Hair Styles
Handbags

The Explorer has search interest around hair care
and cooking/recipes
Source: iCrossing - Data sep 2010- Research for selected women categories

38
women   digital
51-64 years old
Beauty
Handbags

Celeb News/Gossip

Relationship/Dating
Advice

Career Advice

Cooking/Recipes

Skin Care

Manicure/Pedicure
Fashion

Make Up
Perfume/Fragrance
Diet/Weight Loss

Main Facebook interest for Explorers is primarily
Cooking /Recipes
Source: iCrossing – Facebook data (age 16+) - Sep 2010

39
54-64 years old

Genealogy

Top sites visited by Explorers are clustered
around genealogy links
Source: iCrossing- Google data - Sep 2010

40
women   digital

All this means...

41
Search = my interests

Celebrit
y Gossip

Career
advice

Manicure
&
Pedicure

Skin
care

Beauty
Weight Loss
Spa Breaks
Skin Care

Perfume/Fragrance
Manicure/Pedicure
Make Up

Cooking
Recipes

Beauty
Career Advice

Weight Loss

Celeb News/Gossip

Spa Breaks

Cooking/Recipes

Sex Tips/Advice

Relationship/Dating Advice

Hair
care

Beauty

Diet/Weight Loss

Fashion

Hair Care
Hair Styles
Handbags

Skin Care

Beauty

Career Advice

Weight Loss

Celeb News/Gossip
Cooking/Recipes

Sex Tips/Advice

Relationship/Dating Advice

Diet/Weight Loss

Fashion

Career Advice

Spa Breaks

Celeb News/Gossip

Skin Care

Cooking/Recipes

Sex Tips/Advice

Diet/Weight Loss

Relationship/Dating Advice

Fashion

Perfume/Fragrance

Perfume/Fragrance
Manicure/Pedicure
Make Up

Handbags

Hair Care

Hair Care
Hair Styles
Handbags

Manicure/Pedicure
Make Up

Hair Styles
Handbags

Women have different online interests according
to different stages of their life
Source: iCrossing - Data sep 2010- Research for selected women categories

42
Social Media =

Cooking
Recipes

our interests

Cooking
Recipes

Fashion

Cooking
Recipes

Fashion

Beauty
Beauty
Handbags

Handbags

Beauty
Handbags

Celeb News/Gossip

Celeb News/Gossip

Celeb News/Gossip

Relationship/Dating
Advice

Career Advice

Relationship/Datin
Advice

Relationship/Dating Career Advice
Advice

Career Advice

Cooking/Recipes
Cooking/Recipes

Skin Care

Cooking/Recipes

Skin Care

Skin Care
Manicure/Pedicure

Manicure/Pedicure
Fashion

Make Up
Perfume/Fragrance
Diet/Weight Loss

Manicure/Pedicure

Make Up

Make Up
Fashion

Fashion

Perfume/Fragrance

Perfume/Fragrance
Diet/Weight Loss

Diet/Weight Loss

But socially have some online interests in
common amongst them
Source: iCrossing – Facebook data (age 16+) - Sep 2010

43
Pregnancy

Cooking

Beauty

Beauty

Retailer

Genealogy

Parenting

Also top sites by Unique Visitors in the UK change
according to different age range group
Source: iCrossing- Google data - Sep 2010

44
women   digital

So, what else drives
interest?

45
3.69 %
Promotions

0.44 %
Promotions

0.12 %
Promotions

0.23 %
Sales

0.06 %
Sales

0.04 %
Sales

0.01 %
Discount
Vouchers

0.01 %
Discount
Vouchers

0.00 %
Discount
Vouchers

Promotions are the top discount interest
on Facebook
Source: iCrossing- Facebook data - Sep 2010

46
women   digital

Mobile is also changing
women’s behaviour

47
Mobile search

Desktop search









Mobile search

Mobile search only represented 1% of the total
number of searches analysed
Source: iCrossing - Data sep 2010- Research for selected women categories

48
Desktop = Compare + Buy

Handbags
Make up
Perfume /Fragances
Skin Care
Hair Care
Spa breaks
Fashion
Manicure/Pedicure

Mobile = Get advice

Hair style
Cooking/Recipes
Beauty
Sex tips/ Advice
Diet/Weight Loss
Celeb News/ Gossip
Career Advice
Relationship/Dating
advice

88% of browsed data analysed was ‘advice
related’ using mobile whereas only 31% was
desktop
credits: Flickr/dyobmit

Source: iCrossing - Data sep 2010- Research for selected women categories

49
women   digital

Average duration of video
usage is twice that for men
as for women
ComScore study – Source: March 2010 -Source: Video Metrix

50
women   digital

However...

51
Women spend a much higher share
of their time watching videos
on YouTube than men

33% is the YouTube Share of Total Video
amongst female in the UK
credits: Flickr/Johan Larsson

Source: ComScore- March 2010 VideoMetrix

52
Hair

Face

Body

18-34 years olds account for 87% total YouTube
views for Beauty and Fitness
credits: Flickr/re_

Source: iCrossing - YouTubeData sep 2010- Research for selected women categories
53
Top video interests
Fashion
Top YouTube interests

Gifts

Apparel

Toys

95% of women interested in Online Communities
are between 18-34 years old
credits: Flickr/ informatique

Source: iCrossing - YouTubeData sep 2010- Research for selected women categories
54
women   digital

However it seems some
companies don’t know how to
cope with this potential

55
women   digital

Digitally [connected ]?

56
250,000

200,000
150,000

Monthly
[ search volume(*)]

100,000
50,000
0

laptop wireless outside
work/home
25,000

[Social Media advocates (*)]

20,000
15,000
Facebook Fans
10,000

Twitter Followers

5,000
0

Few cosmetic brands have achieved a connected
digital approach
Source: iCrossing - Example of Research for Cosmetic Brands

57
women   digital

Digitally[engaged] with
females?

58
Low
engagement

High
engagement

Although influence is remarkable, only few sites
have reached high audience engagement
Source: iCrossing - Example of Research for women sites (*) Data September 2010
59
women   digital

What’s next ...

60
women   digital
Traditional retailers need to ensure they are:
visible

Capturing pre-qualified

consumer

interest

Useful

Desirable

61
women   digital
Traditional retailers need to ensure they are:
Increasing brand
awareness through a
strong and consistent

online presence
connected

Engaged

62
women   digital

“The great question that has never
been answered, and which I have
not yet been able to answer, despite
my thirty years of research into the
feminine soul, is “What does a
woman want?”
Sigmund Freud – Life and Work

63
Thank you.

www.icrossing.co.uk
results@icrossing.co.uk
01273 827 700

Nuria Sadurni – Head of Research &Insight - September 2010

64

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Understand Women’s Digital Behaviour - EBriks Infotech

  • 1. women’s Understanding digital behaviour An overview of the female digital world credits: Flickr/Marco Gomes 1
  • 2. “Why are women such bad networkers?” [ Women are not natural networkers... ] Article published in The Sunday Times – March 2010 2
  • 3. women love digital [ Women  are not natural networkers... ] social 3
  • 4. women   digital “women are a digital mainstream” ComScore study – Women are shaping the internet -June 2010 4
  • 5. women   digital 51% of UK internet users are female 19.9 million (*) Source: UKOM APS and The Nielsen Company, "The Online Media Landscape," Jul 6, 2010 (*) Estimated UK internet users - E-marketer data - Feb 2010 5
  • 6. women   digital 76% of UK females check the internet every day (*) Age 16+ In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 6
  • 7. women   digital Females spend an average of 50 * minutes online per day ComScore data – Women are shaping the internet (*) Average 25 hours- Europe data - April 2010 7
  • 8. women   digital using... 8
  • 9. Mobile wireless 25% of women in the UK accessed mobile wireless (*) credits: Flickr/RozRoz (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet Access 9 2010: Households and Individuals," August 27, 2010
  • 10. laptop wireless outside work/home 22% of women in the UK accessed laptop wireless connection away from home/work credits: Flickr/RozRoz (*) In the last 3 months. Source: Office for National Statistics (ONS) - UK, "Internet 10 Access 2010: Households and Individuals," August 27, 2010
  • 11. women   digital they look for... 11
  • 12. women   digital ...friendship 19.869.540 19,869,540 female UK Facebook users Source: Facebook. (age 16+) - Sep 2010 credits: Flickr/JulianaCoutinho 12
  • 13. women   digital 27% (18-25 years old) 22% 18% (35-44 years old) 14% 8% (26-34 years old) (45-54 years old) (55-65 years old) Source: Facebook as cited by Inside Facebook, June 8, 2010 13
  • 14. women   digital ... and shopping 14
  • 15. Clothing and Sporting 57% credits: Flickr/Yourdon shop online for clothes and sporting goods Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 15
  • 16. Music and Films 47% credits: Flickr/mastakilla shop online for music and films Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 16
  • 17. Travel accommodation 44% credits: Flickr/Yourdon shop online for travel accommodation Source: Office for National Statistics (ONS) - UK, "Internet Access 2010: Households and Individuals," August 27, 2010 17
  • 18. women   digital Men spend on average £600* more than women online Paypal study – (*) Average spend in the last 6 months in 2009 18
  • 19. women   digital But... 19
  • 20. women   digital ...females quite often shop for the entire family 20
  • 21. women   digital ...females love to share content and experiences  Women are not natural social networkers advocates 21
  • 22. Follow celebrities (18%)* Conversations with other users (18%)* Follow business sales and promotions (16%)* 32% of UK Twitter users are women credits: Flickr/carola rieger photography Source: Google-Traffic only from Twitter.com / (*) Source: ComScore Survey, April 2010 – Global female population 22
  • 23. women   digital Who are But...women and these how do they behave online? 23
  • 24. The connector* The explorer* The nurturer* Women make up around users within the UK 51% of Facebook Source: Facebook. (age 16+) - Sep 2010 / (*) NatMags Research credits: Flickr/Yourdon 24
  • 25. women   digital The connectors [ ] All about me 25
  • 26. 18-34 years old feel confident using social media optimistic ‘keeps up’ with what’s going on High levels of aspiration 60%(7,207,520 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data credits: Flickr/Yourdon 26
  • 27. women   digital What are some of their main interests? 27
  • 28. 18-34 years old Beauty Weight Loss Spa Breaks Skin Care Career Advice Celeb News/Gossip Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Hair Care Manicure/Pedicure Make Up Hair Styles Handbags The Connectors have a curious nature and search around lots of different topics Source: iCrossing - Data sep 2010- Research for selected women categories 28
  • 29. 18-34 years old Beauty Handbags Celeb News/Gossip ...female quite often shop for the entire family Relationship/Dating Advice Career Advice Cooking/Recipes Skin Care Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Main Facebook interests for Connectors are Fashion and Cooking Recipes Source: iCrossing – Facebook data (age 16+) - Sep 2010 29
  • 30. 18-34 years old Pregnancy Beauty Retailer Top sites visited by Connectors are clustered around pregnancy, beauty and retail Source: iCrossing- Google data - Sep 2010 30
  • 31. women   digital The nurturers [ All about others ] 31
  • 32. 35-50 years old positive and upbeat needs relief from the challenges of daily life manages and navigates busy lifestyle feel supported using social media 30% (3,512,480 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data credits: Flickr/RaulA 32
  • 33. 35-50 years old Beauty Weight Loss Spa Breaks Skin Care Career Advice Celeb News/Gossip Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Manicure/Pedicure Make Up Hair Care Hair Styles Handbags The Nurturer is a busy person therefore, search interest is far more polarised Source: iCrossing - Data sep 2010- Research for selected women categories 33
  • 34. women   digital 35-50 years old Beauty Handbags Celeb News/Gossip Relationship/Dating Advice Career Advice Cooking/Recipes Skin Care Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Main Facebook interests for Nurturers are mainly Cooking Recipes and Fashion Source: iCrossing – Facebook data (age 16+) - Sep 2010 34
  • 35. 35-50 years old Cooking Beauty Parenting Top sites visited by Nurturers are clustered around cooking, beauty and parenting Source: iCrossing- Google data - Sep 2010 35
  • 36. women   digital The explorers [ ] Rediscovering me 36
  • 37. 51-64 years old Reconnect with social groups Increased wisdom feels fulfilled and entertained with social media 10% (3,512,480 Users*) of women on Facebook correspond to this group Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data credits: Flickr/Peter 37
  • 38. 51-64 years old Beauty Weight Loss Spa Breaks Skin Care Sex Tips/Advice Career Advice Celeb News/Gossip Cooking/Recipes Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Manicure/Pedicure Make Up Hair Care Hair Styles Handbags The Explorer has search interest around hair care and cooking/recipes Source: iCrossing - Data sep 2010- Research for selected women categories 38
  • 39. women   digital 51-64 years old Beauty Handbags Celeb News/Gossip Relationship/Dating Advice Career Advice Cooking/Recipes Skin Care Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Main Facebook interest for Explorers is primarily Cooking /Recipes Source: iCrossing – Facebook data (age 16+) - Sep 2010 39
  • 40. 54-64 years old Genealogy Top sites visited by Explorers are clustered around genealogy links Source: iCrossing- Google data - Sep 2010 40
  • 41. women   digital All this means... 41
  • 42. Search = my interests Celebrit y Gossip Career advice Manicure & Pedicure Skin care Beauty Weight Loss Spa Breaks Skin Care Perfume/Fragrance Manicure/Pedicure Make Up Cooking Recipes Beauty Career Advice Weight Loss Celeb News/Gossip Spa Breaks Cooking/Recipes Sex Tips/Advice Relationship/Dating Advice Hair care Beauty Diet/Weight Loss Fashion Hair Care Hair Styles Handbags Skin Care Beauty Career Advice Weight Loss Celeb News/Gossip Cooking/Recipes Sex Tips/Advice Relationship/Dating Advice Diet/Weight Loss Fashion Career Advice Spa Breaks Celeb News/Gossip Skin Care Cooking/Recipes Sex Tips/Advice Diet/Weight Loss Relationship/Dating Advice Fashion Perfume/Fragrance Perfume/Fragrance Manicure/Pedicure Make Up Handbags Hair Care Hair Care Hair Styles Handbags Manicure/Pedicure Make Up Hair Styles Handbags Women have different online interests according to different stages of their life Source: iCrossing - Data sep 2010- Research for selected women categories 42
  • 43. Social Media = Cooking Recipes our interests Cooking Recipes Fashion Cooking Recipes Fashion Beauty Beauty Handbags Handbags Beauty Handbags Celeb News/Gossip Celeb News/Gossip Celeb News/Gossip Relationship/Dating Advice Career Advice Relationship/Datin Advice Relationship/Dating Career Advice Advice Career Advice Cooking/Recipes Cooking/Recipes Skin Care Cooking/Recipes Skin Care Skin Care Manicure/Pedicure Manicure/Pedicure Fashion Make Up Perfume/Fragrance Diet/Weight Loss Manicure/Pedicure Make Up Make Up Fashion Fashion Perfume/Fragrance Perfume/Fragrance Diet/Weight Loss Diet/Weight Loss But socially have some online interests in common amongst them Source: iCrossing – Facebook data (age 16+) - Sep 2010 43
  • 44. Pregnancy Cooking Beauty Beauty Retailer Genealogy Parenting Also top sites by Unique Visitors in the UK change according to different age range group Source: iCrossing- Google data - Sep 2010 44
  • 45. women   digital So, what else drives interest? 45
  • 46. 3.69 % Promotions 0.44 % Promotions 0.12 % Promotions 0.23 % Sales 0.06 % Sales 0.04 % Sales 0.01 % Discount Vouchers 0.01 % Discount Vouchers 0.00 % Discount Vouchers Promotions are the top discount interest on Facebook Source: iCrossing- Facebook data - Sep 2010 46
  • 47. women   digital Mobile is also changing women’s behaviour 47
  • 48. Mobile search Desktop search     Mobile search Mobile search only represented 1% of the total number of searches analysed Source: iCrossing - Data sep 2010- Research for selected women categories 48
  • 49. Desktop = Compare + Buy Handbags Make up Perfume /Fragances Skin Care Hair Care Spa breaks Fashion Manicure/Pedicure Mobile = Get advice Hair style Cooking/Recipes Beauty Sex tips/ Advice Diet/Weight Loss Celeb News/ Gossip Career Advice Relationship/Dating advice 88% of browsed data analysed was ‘advice related’ using mobile whereas only 31% was desktop credits: Flickr/dyobmit Source: iCrossing - Data sep 2010- Research for selected women categories 49
  • 50. women   digital Average duration of video usage is twice that for men as for women ComScore study – Source: March 2010 -Source: Video Metrix 50
  • 51. women   digital However... 51
  • 52. Women spend a much higher share of their time watching videos on YouTube than men 33% is the YouTube Share of Total Video amongst female in the UK credits: Flickr/Johan Larsson Source: ComScore- March 2010 VideoMetrix 52
  • 53. Hair Face Body 18-34 years olds account for 87% total YouTube views for Beauty and Fitness credits: Flickr/re_ Source: iCrossing - YouTubeData sep 2010- Research for selected women categories 53
  • 54. Top video interests Fashion Top YouTube interests Gifts Apparel Toys 95% of women interested in Online Communities are between 18-34 years old credits: Flickr/ informatique Source: iCrossing - YouTubeData sep 2010- Research for selected women categories 54
  • 55. women   digital However it seems some companies don’t know how to cope with this potential 55
  • 56. women   digital Digitally [connected ]? 56
  • 57. 250,000 200,000 150,000 Monthly [ search volume(*)] 100,000 50,000 0 laptop wireless outside work/home 25,000 [Social Media advocates (*)] 20,000 15,000 Facebook Fans 10,000 Twitter Followers 5,000 0 Few cosmetic brands have achieved a connected digital approach Source: iCrossing - Example of Research for Cosmetic Brands 57
  • 58. women   digital Digitally[engaged] with females? 58
  • 59. Low engagement High engagement Although influence is remarkable, only few sites have reached high audience engagement Source: iCrossing - Example of Research for women sites (*) Data September 2010 59
  • 60. women   digital What’s next ... 60
  • 61. women   digital Traditional retailers need to ensure they are: visible Capturing pre-qualified consumer interest Useful Desirable 61
  • 62. women   digital Traditional retailers need to ensure they are: Increasing brand awareness through a strong and consistent online presence connected Engaged 62
  • 63. women   digital “The great question that has never been answered, and which I have not yet been able to answer, despite my thirty years of research into the feminine soul, is “What does a woman want?” Sigmund Freud – Life and Work 63
  • 64. Thank you. www.icrossing.co.uk results@icrossing.co.uk 01273 827 700 Nuria Sadurni – Head of Research &Insight - September 2010 64