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
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
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
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
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
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
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
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
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
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
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