Two new studies show women online represent high-value for marketers
According to a new survey from WPP’s Mindshare, nearly two-thirds of women ages 18 to 29 said they check social media sites while watching TV. Over 40 percent said that social media is where they learn about breaking news, which they share with friends.
More than 35 percent of the same age group said they would “try a new product based on a friend’s social media recommendation.”
“The study illuminates the true passion and engagement women have with social media, underscoring the great opportunity for marketers to reach a female audience,” said Antony Young, CEO North America, WPP’s Mindshare.
Worldwide, women account for 46 percent of all Internet traffic, and more than half of their time online is devoted to “connecting” activities such as social networking, e-mail, blogging and instant messaging, according to TNS, a Kantar company and part of WPP.
The market research technology group studied different types of online activity, while comparing gender usage patterns for their Digital Life Study. They found that women have equally or surpassed their male counterparts in eight of eleven distinct areas. Women—according to the study— spend 36 more minutes per week on social media, 18 more minutes shopping and six more minutes on e-mail, organizing and personal interests than men.
“Women have expanded their sphere of influence to the digital mainstream,” said Brian Cooper, Vice President at TNS. ”Understanding their emotional connections with the web, and how that differs from region to region is critical. The more messaging aligns with the media and motivations the more it will likely be received and acted upon.”
Overall, women communicating online more than men remain the worldwide trend. However, there are regional differences. The survey found that Latin American women devoted the most time of any region to digital discussions, more than two-thirds of their online time, followed by European women at 54 percent, U.S. women at 45 percent and Asian-Pacific women at 38 percent
- Social Media: Consumers want vs. what Consumers really want (malkiaspridenprose.wordpress.com)
- Social Media Survey: Women Less Likely to Share Personal Information (contentmarketinginstitute.com)
- Women are ‘more likely’ to make your social media campaign go viral (thenextweb.com)
- Why women break up with brands (newmediaandmarketing.com)
- It’s a Woman’s Word: Why They Score Better at Social Media Marketing (avenuesocial.com)