Women hold up half the sky
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Transcript of Women hold up half the sky
Women hold up half the skyIAB DisplayliciousClo Willaerts, 15 September 2009
212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
312.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Operating Countries Sanoma Magazines
412.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
512.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
612.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
712.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Women hold up half the sky.(Mao Tse-Tung)
812.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
[Women's] time spent with traditional advertising mediums is declining, while their time spent on the Internet is increasing. For many reasons, the Internet is the perfect advertising medium for reaching women. Many websites either fail in their attempts to persuade women or don’t make any attempt at all. There is a huge opportunity here.
Source: The Soccer Mom Myth: The New Reality of Marketing to Women. Written by Michele Miller and Holly Buchanan
http://www.thesoccermommyth.com/
912.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Men and women belong to different species and communications between them is still in its infancy.
(Bill Cosby)
1012.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
In the US, 96 million males are Internet users, compared with 103 million females.
Source: http://www.emarketer.com/Report.aspx?code=emarketer_2000574
1112.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet Penetration in Belgium - gender
1112.04.23 © Sanoma Magazines
47% 53%
Female Male
•The total Belgian online population (past 2 weeks) consists of 5,5 million users •of which 2,58 M are females.
Source: telephone survey for the Belgian Media Mapping in 2008.
1212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Most women own 19 pairs of shoes -- some secretly
Source: http://www.reuters.com/article/lifestyleMolt/idUSN0632859720070910
Shopping is a serious matter
• In America, where female consumers make more than 80% of discretionary purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.Source: Marketing to women | Hello, girls | The Economist http://www.economist.com/research/articlesBySubject/displaystory.cfm?subjectid=1780456&story_id=13278440
• 71% of the Belgian online women are the responsible for grocery shopping in their family.Source: telephone survey for the Belgian Media Mapping in 2008.
Shopping is a serious matter
• 97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009
• In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009
1512.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
The number of women over 55 on Facebook almost double the number of men over 55 on Facebook today
Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
Women and social networks48% of (US women)
respondents reported belonging to four or more social networks.Source: The Power of Social Networking for Women, ShesConnected, August 2009
83%
73%
55%
41%
Profile59%
No Profile41%
89%
24%
12%
59% of Belgian online has a profile on one or more social networks.Source: Belgian Women Online, InSites, April 2009
1712.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
InSites Field Research commissioned by Sanoma Magazines Belgium
• Period: April 2009
• Method: Online questionnaire
• Data collection sources:
»InSites TalkToChange Community (1.010 participants)
»Sanoma Magazines Belgium female sites opt-ins (1.192 participants)
• Screening & Quota
»Female only
»Age 18-65 + representative for female online population (BIM ‘08)
• Countries and languages: Belgium (60/40 Dutch/French language)
1812.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 12.04.23 © Sanoma Magazines
Sanoma Sample(N = 1192)
Representative Sample
(N = 1010)
•70% of online women is 18-49 yrs old
•Sanoma reaches women in all age groups
Socio-demographic ProfileAge
35%
35%
29%
39%
37%
25%
18-34
35-49
50-64
18-34 y.o.
35-49 y.o.
50-64 y.o.
1912.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 1912.04.23 © Sanoma Magazines
Socio-demographic ProfileKids
Sanoma Sample(N = 1192)
Representative Sample
(N = 1010)
•About 40% of online women are moms
•Sanoma reaches an equal proportion of moms
Kids41%
No Kids59%
Kids38%No
Kids62%
2012.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet ProfileUsage Moments
•On an average day …
•Almost 30% uses the internet before leaving to work/school
•90% access the net after having dinner
•20% use it after midnight as well
2212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2212.04.23 © Sanoma Magazines
Internet ActivitiesTop 10 activities of women online (%weekly usage)
1. Sending e-mails (private) – 90%
2. Online banking – 66%
3. Visiting news sites – 62%
4. Leisure surfing – 61%
5. General information search – 55%
6. Sending e-mails (work related) – 52%
7. Logging in to social network – 43%
8. Gaming – 39%
9. Chatting or instant messaging – 34%
10.General information about products or services – 32%
Representative Sample
(N = 1010)
2312.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2312.04.23 © Sanoma Magazines
•90% of internet users use the internet to search for information that is not easily available elsewhere.
•80% use it to search information about products and services •75% use it to compare different product alternatives.
General Information about Products & Services (32% Weekly )
Internet Motivations
2412.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2412.04.23 © Sanoma Magazines
General Information Search (55% Weekly )
Top 10 Most Consulted Topics (% monthly usage)
1. General news items – 83%
2. Healthcare – 78%
3. Cooking & Recipes – 76%
4. Travel – 67%
5. Food – 63%
6. Clothing & fashion – 62%
7. Home, garden & decoration – 60%
8. Movies & music – 59%
9. Personal body care – 54%
10.Finance & banking – 49%
Representative Sample
(N = 1010)
In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)
2512.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet Segmentation4 Segments
Inexperienced Surfers14%
Social Explorers 22%
Functional Surfers32%
Internet Adepts32%
Representative Sample(N = 1010)
2612.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet Segmentation4 Segments - Attitudes
Inexperienced Surfers
14%
Social Explorers 22%
Representative Sample 100%
Functional Surfers
32%
Internet Adepts32%
Representative Sample(N = 1010)
I feel at ease online
I think it is fun to surf around
on the net
I think it is cozy to meet people online
I sometimes help other
people online
I inform myself online before
making a (somewhat) important purchase
69%
24%
40%
81%
96%
65%
16%
76%
50%
90%
45%
6%
54%
19%
81%
36%
14%
33%
24%
60%
72%
34%
46%
89%
90%
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