Women In Digital: Understanding Women’s Digital Behaviour

Understanding women’s

digital behaviour

An overview of the female digital world

credits: Flickr/Marco Gomes 1

“Why are women such bad networkers?”

Article published in The Sunday Times – March 2010

Women are not natural networkers... [ ]

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[ ]

women love digital

Women are not natural networkers... social

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“women are a digital mainstream”

women digital

ComScore study – Women are shaping the internet -June 2010

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women digital

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

51% of UK internet users are female

19.9 million (*)

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76% of UK females check the internet every day

women digital

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

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Females spend an average of 50 * minutes online per

day

women digital

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

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using...

women digital

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25% of women in the UK accessed mobile

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

credits: Flickr/RozRoz

Mobile wireless

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22% of women in the UK accessed laptop

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

credits: Flickr/RozRoz

laptop wireless outside work/home

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they look for...

women digital

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women digital

19.869.540

...friendship

19,869,540 female UK Facebook users

Source: Facebook. (age 16+) - Sep 2010

credits: Flickr/JulianaCoutinho 12

women digital

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

22%

(18-25 years old)

8% (55-65 years old)

(26-34 years old)

27%

18% (35-44 years old)

14% (45-54 years old)

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... and shopping

women digital

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credits: Flickr/Yourdon

57% shop online for clothes and sporting goods

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

Clothing and Sporting

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credits: Flickr/mastakilla

47% shop online for music and films


Music and Films

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44% shop online for travel accommodation


Travel accommodation

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Men spend on average £600* more than women online

women digital

Paypal study – (*) Average spend in the last 6 months in 2009

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But...

women digital

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...females quite often shop for the entire family

women digital

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...females love to share content and experiences

women digital

Women are not natural social networkers

advocates

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credits: Flickr/carola rieger photography

32% of UK Twitter users are women

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

Conversations with other users

(18%)* Follow celebrities

(18%)*

Follow business sales and

promotions (16%)*

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But...

women digital

Who are these women and how do they behave online?

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Women make up around 51% of Facebook

users within the UK

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

The connector*

The nurturer*

The explorer*

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[ ]

The connectors

women digital

All about me

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60%(7,207,520 Users*) of women on Facebook correspond to this group

Source: NatMags Research - Sep 2010 / (*) iCrossing – Facebook data

18-34 years old

‘keeps up’ with what’s going on

optimistic

feel confident using social media

High levels of aspiration

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What are some of their main interests?

women digital

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The Connectors have a curious nature and search around lots of different topics

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

18-34 years old

Beauty

Career Advice

Celeb News/Gossip

Cooking/Recipes

Diet/Weight Loss

Fashion

Hair Care

Hair Styles

HandbagsMake Up

Manicure/Pedicure

Perfume/Fragrance

Relationship/Dating Advice

Sex Tips/Advice

Skin Care

Spa Breaks

Weight Loss

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...female quite often shop for the entire family

Main Facebook interests for Connectors are Fashion and Cooking Recipes

Source: iCrossing – Facebook data (age 16+) - Sep 2010

Beauty

Celeb News/Gossip


Skin Care

Make Up

Perfume/Fragrance

Diet/Weight Loss

Fashion

Manicure/Pedicure

Cooking/Recipes

Career Advice

Handbags

18-34 years old

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Top sites visited by Connectors are clustered around pregnancy, beauty and retail

Source: iCrossing- Google data - Sep 2010

18-34 years old

Pregnancy

Beauty

Retailer

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[ ] others

The nurturers

women digital

All about

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credits: Flickr/RaulA

30% (3,512,480 Users*) of women on Facebook correspond to this group

35-50 years old

feel supported using social media

manages and navigates busy lifestyle

needs relief from the challenges of daily life

positive and upbeat


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Beauty

Career Advice

Celeb News/Gossip

Cooking/Recipes

Diet/Weight Loss

Fashion

Hair Care

Hair Styles

HandbagsMake Up

Manicure/Pedicure

Perfume/Fragrance


Sex Tips/Advice

Skin Care

Spa Breaks

Weight Loss

The Nurturer is a busy person therefore, search interest is far more polarised

35-50 years old


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Beauty

Celeb News/Gossip


Skin Care

Make Up

Perfume/Fragrance

Diet/Weight Loss

Fashion

Manicure/Pedicure

Cooking/Recipes

Career Advice

Handbags

women digital

Main Facebook interests for Nurturers are mainly Cooking Recipes and Fashion

35-50 years old


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Top sites visited by Nurturers are clustered around cooking, beauty and parenting

35-50 years old

Cooking

Beauty

Parenting


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The explorers

women digital

Rediscovering [ ] me

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credits: Flickr/Peter

10% (3,512,480 Users*) of women on Facebook correspond to this group

51-64 years old

feels fulfilled and entertained with social media

Reconnect with social groups Increased wisdom


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Beauty

Career Advice

Celeb News/Gossip

Cooking/Recipes

Diet/Weight Loss

Fashion

Hair Care

Hair Styles

HandbagsMake Up

Manicure/Pedicure

Perfume/Fragrance


Sex Tips/Advice

Skin Care

Spa Breaks

Weight Loss

The Explorer has search interest around hair care and cooking/recipes

51-64 years old


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women digital

Main Facebook interest for Explorers is primarily Cooking /Recipes

51-64 years old

Beauty

Celeb News/Gossip


Skin Care

Make Up

Perfume/Fragrance

Diet/Weight Loss

Fashion

Manicure/Pedicure

Cooking/Recipes

Career Advice

Handbags


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Top sites visited by Explorers are clustered around genealogy links

54-64 years old

Genealogy


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All this means...

women digital

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Career advice

Manicure &

Pedicure

Celebrity Gossip

Skin care

Beauty Hair care

Cooking Recipes

Beauty

Career Advice

Celeb News/Gossip

Cooking/Recipes

Diet/Weight Loss

Fashion

Hair Care

Hair Styles

HandbagsMake Up

Manicure/Pedicure

Perfume/Fragrance


Sex Tips/Advice

Skin Care

Spa Breaks

Weight LossBeauty

Career Advice

Celeb News/Gossip

Cooking/Recipes

Diet/Weight Loss

Fashion

Hair Care

Hair Styles

HandbagsMake Up

Manicure/Pedicure

Perfume/Fragrance


Sex Tips/Advice

Skin Care

Spa Breaks

Weight Loss

Beauty

Career Advice

Celeb News/Gossip

Cooking/Recipes

Diet/Weight Loss

Fashion

Hair Care

Hair Styles

HandbagsMake Up

Manicure/Pedicure

Perfume/Fragrance


Sex Tips/Advice

Skin Care

Spa Breaks

Weight Loss

Women have different online interests according to different stages of their life

Handbags

Search = my interests


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Cooking Recipes

Fashion Cooking Recipes

Fashion Cooking Recipes

But socially have some online interests in common amongst them

Beauty

Celeb News/Gossip


Skin Care

Make Up

Perfume/Fragrance

Diet/Weight Loss

Fashion

Manicure/Pedicure

Cooking/Recipes

Career Advice

Handbags

Beauty

Celeb News/Gossip


Skin Care

Make Up

Perfume/Fragrance

Diet/Weight Loss

Fashion

Manicure/Pedicure

Cooking/Recipes

Career Advice

Handbags

Beauty

Celeb News/Gossip


Skin Care

Make Up

Perfume/Fragrance

Diet/Weight Loss

Fashion

Manicure/Pedicure

Cooking/Recipes

Career Advice

Handbags

Social Media = our interests


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Also top sites by Unique Visitors in the UK change according to different age range group

Cooking

Beauty

Parenting

Genealogy Pregnancy

Beauty

Retailer


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So, what else drives interest?

women digital

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Promotions are the top discount interest

on Facebook

3.69 % Promotions

0.01 % Discount Vouchers

Source: iCrossing- Facebook data - Sep 2010

0.23 % Sales

0.44 % Promotions


0.06 % Sales

0.12 % Promotions


0.04 % Sales

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Mobile is also changing women’s behaviour

women digital

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Mobile search only represented 1% of the total

number of searches analysed

Mobile search

Desktop search Mobile search

Source: iCrossing - Data sep 2010- Research for selected women categories 48

88% of browsed data analysed was ‘advice

related’ using mobile whereas only 31% was desktop

Mobile = Get advice Desktop = Compare + Buy

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

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

Source: iCrossing - Data sep 2010- Research for selected women categories credits: Flickr/dyobmit 49

Average duration of video usage is twice that for men

as for women

women digital

ComScore study – Source: March 2010 -Source: Video Metrix

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However...

women digital

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33% is the YouTube Share of Total Video

amongst female in the UK

credits: Flickr/Johan Larsson

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

Source: ComScore- March 2010 VideoMetrix 52

18-34 years olds account for 87% total YouTube views for Beauty and Fitness

Face

Hair

Body

credits: Flickr/re_ Source: iCrossing - YouTubeData sep 2010- Research for selected women categories

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95% of women interested in Online Communities are between 18-34 years old

Top video interests

Apparel

Gifts

Toys

credits: Flickr/ informatique

Fashion Top YouTube interests

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

However it seems some

companies don’t know how to cope with this potential

women digital

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Digitally connected ? [ ]

women digital

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Few cosmetic brands have achieved a connected digital approach

laptop wireless outside work/home

0

50,000

100,000

150,000

200,000

250,000

0

5,000

10,000

15,000

20,000

25,000

Facebook Fans

Twitter Followers

Monthly search volume(*)

Social Media advocates (*) [ ]

[ ]

Source: iCrossing - Example of Research for Cosmetic Brands 57

Digitally engaged with

females?

women digital

[ ]

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Although influence is remarkable, only few sites have reached high audience engagement

Source: iCrossing - Example of Research for women sites (*) Data September 2010

High engagement

Low engagement

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What’s next ...

women digital

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Traditional retailers need to ensure they are:

women digital

Connected

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Capturing pre-qualified

consumer interest

Desirable Useful

visible

Traditional retailers need to ensure they are:

women digital

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Increasing brand awareness through a strong and consistent

online presence

Engaged connected

“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?”

women digital

Sigmund Freud – Life and Work

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Nuria Sadurni – Head of Research &Insight - September 2010

Thank you.

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www.icrossing.co.uk

[email protected] 01273 827 700

http://www.icrossing.co.uk/

mailto:[email protected]

Women In Digital: Understanding Women’s Digital Behaviour

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