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Reaching Women Online Women make approximately 80% of health care decision for their families and are more likely to be the caregiver when a family member falls ill. Women are also consuming media and making decisions using media in an ever-growing fragmented media landscape. ource: U.S. Department of Labor Employee Benefits Security Administration

Digital Focus 2013: Reaching Women Online

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The rise of mobile has changed the way digital marketers reach women. Find out where women are online and how they use their smartphone more than ever before.

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Page 1: Digital Focus 2013: Reaching Women Online

Reaching Women Online

Women make approximately 80% of health care decision for their families and are more likely to be the caregiver when a family member falls ill.

Women are also consuming media and making decisions using media in an ever-growing fragmented media landscape.

Source: U.S. Department of Labor Employee Benefits Security Administration

Page 2: Digital Focus 2013: Reaching Women Online

Moms need more ways to get things done … & they’re turning to technology to help

Moms are 25% more likely to own five or more connected devices compared to the US Average

76% of moms agree …

“The only way I can get everything done is to use two or more devices at the same time”

73% of moms “…would find it hard to spend two hours watching TV or a movie without using a laptop, picking up my phone or tablet at least once or twice”

Page 3: Digital Focus 2013: Reaching Women Online

QuantumRelated content across devices sequentially

Related content across devices at the same time

Four multi-screen pathways

Content GrazingDifferent content across devices at the same time

Spider-Webbing

Multi-tasking Investigative Social Intent-based

Page 4: Digital Focus 2013: Reaching Women Online

Incidence of multi-screening pathways

Investigative spider-webbing

Quantum

Social spider-webbing

Content grazing

57%

46%

39%

68%

58%

46%

40%

71%

US MOMS

59%

49%

42%

68%

GLOBAL MOMS

57%

41%

38%

71%

55%

38%

36%

73%

US WOMEN

Page 5: Digital Focus 2013: Reaching Women Online

• Quickly moving between screens and activities•Multi-tasking and a constant need for distraction

Content grazing pathways require quick, low-effort engagement opportunities

Behaviors: texting a friend on a mobile phone, while watching television

Page 6: Digital Focus 2013: Reaching Women Online

To connect with others

To stay in the loop on things / not miss something

To be more efficient

I like to have a device as background when I'm doing other things

It's just my habit

23%

24%

31%

34%

47% +12

+13

-3

+6

+3

vs Total US

Habit and background noise are most prevalent, but moms also want to stay in the loop

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Page 7: Digital Focus 2013: Reaching Women Online

• Consumers journey around content• Supplemental content just as compelling as the original • Entertainment, bonus information and rewards for seeking more

Investigative spider-webbing requires depth and exploration

Behaviors: looking up related information on a PC while watching a streaming movie on Xbox

Page 8: Digital Focus 2013: Reaching Women Online

I like to have a device as background when I'm doing

other things

To get more detail or new content about something on

another device

To be more efficient

To find out more about something on another device

It's just my habit

20%

21%

28%

32%

36% +1

+15

-6

+6

-1

Investigative spider-webbing

vs Total US

The search for more content drives investigative pathways for moms

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Page 9: Digital Focus 2013: Reaching Women Online

-1

+3

+8

-13

-5All Work/study

All Social

All Info

All Shop/task

All Relaxing/Entertaining

20%

37%

42%

57%

62%

Activity types

Activities: moms are more likely to investigate for shopping & purchases

vs US Total

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Page 10: Digital Focus 2013: Reaching Women Online

• Conversations stem from original content seed• Commentary just as compelling as the original content

Social spider-webbing transforms solitary experiences into shared ones

Behaviors: following chatter on a social network and sharing on a mobile while watching television

Page 11: Digital Focus 2013: Reaching Women Online

To be more efficient

I like to read or reply to messages quickly

I like to have a device as background when I'm doing

other things

To increase my enjoyment

It's just my habit

To connect with others

26%

26%

27%

30%

41%

45% +24

+6

+8

+6

+11

-8

Connection still leads, but moms also seek enjoyment and 2-way interaction

Social spider-webbing vs US Total

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Page 12: Digital Focus 2013: Reaching Women Online

All Work/study

All Info

All Shop/task

All Relaxing/Entertaining

All Social

21%

40%

55%

65%

79%

Activity types

Activities: Social spider-webbing is even more social for moms, but they’re sharing to get useful

information

vs US Total

+29

+2

+1

+6

+4

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Page 13: Digital Focus 2013: Reaching Women Online

Multi-screening moms are hyper-social; more than half seek connection within all pathways

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Content GrazingSocial Spiderwebbing Quantum

% of Moms doing social activities in each pathway

79%53%

52%

Page 14: Digital Focus 2013: Reaching Women Online

Quantum pathways require seamless connection

• Intent-based quantum paths exist in different places: they start on one screen and ‘leap’ over space, time and screen to another• Sometimes disjointed and require clunky workarounds

Behaviors: checking movie times on-the-go, then buying tickets on a PC later

Page 15: Digital Focus 2013: Reaching Women Online

Quantum

To connect with others

I like to have a device as background when I'm doing

other things

It's just my habit

The first device or screen I used was too difficult to use for this task

To be more efficient

19%

19%

24%

24%

32% -3

+16

-11

-2

-2

Moms are much more likely to seek a better screen when on quantum paths

vs US Total

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

Page 16: Digital Focus 2013: Reaching Women Online

+8

-9

+2

+13

-3All Info

All Work/study

All Social

All Relaxing/Entertaining

All Shop/task

31%

38%

52%

54%

62%

Activity types

Activities: Quantum activities are pragmatic for Moms

vs US Total

Note: Global moms data shown within pathways. Lower samples of moms in each pathway in the US.

“The main reason I multi-screen is if I start looking at something on the train or at work, like I started my shopping on the way home on the train, now finally finishing it off on Sunday on the laptop.”

Beckie

Page 17: Digital Focus 2013: Reaching Women Online

Help Moms be more efficient while she’s on the go

Source: Forrester Research, Inc, North American Technographics Online Benchmark Survey Q3,2012 (US, Canada)

55%of US Moms are “Super Connecteds” on mobile devices – they do multiple advanced activities and are the most sophisticated users of mobile

Page 18: Digital Focus 2013: Reaching Women Online

Moms are open to brands… on their own terms

90%“…It's great that I can check out products or brands that interest me whenever and wherever I see them.”

Note: US Moms data shown. Global moms and US Totals shown in notes for comparison.

of US Moms agree that :

Page 19: Digital Focus 2013: Reaching Women Online

Key Take-Aways

Think personal & portable

Spark conversation

Keep it contextual

Invite … then delight

Keep it seamless

Page 20: Digital Focus 2013: Reaching Women Online

Tablet Growth=More rapid than smartphones

Page 21: Digital Focus 2013: Reaching Women Online
Page 22: Digital Focus 2013: Reaching Women Online

Tablet Shipments=Surpassed desktop PCs & Notebooks in Q4 2013, <3 years from into to market

Page 23: Digital Focus 2013: Reaching Women Online

Thank youCharlie D. RayBroad Street Co.@[email protected]