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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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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
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”
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
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
• 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
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.
• 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
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.
-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.
• 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
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.
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.
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%
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
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.
+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
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
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 :
Key Take-Aways
Think personal & portable
Spark conversation
Keep it contextual
Invite … then delight
Keep it seamless
Tablet Growth=More rapid than smartphones
Tablet Shipments=Surpassed desktop PCs & Notebooks in Q4 2013, <3 years from into to market
Thank youCharlie D. RayBroad Street Co.@[email protected]