1

what (Irish) womenwant

Laura Chaibi, Director of Research EMEA, December 2010

Source: comScore September 2010, Ireland

70kpeople

3 years listening

Gender & Age

Yahoo! What women want Sept 2010. Fieldwork May 2010 in EU6: UK, Ireland, France, Italy, Spain, Germany. Ireland Base: 1357; (m) 608, (f) 750

19,000 people surveyed across EU6

Ireland: 1357 ages: 16-54

29%35-44

32% 25-34

20%16-24

19%45-54

45%men

55%women

weighted

Dublin region12%

key areas coveredUlster6%

Connaught13%

Munster30%

Leinster51%Dublin16%

Yahoo! What women want Sept 2010. Fieldwork May 2010 in EU6: UK, Ireland, France, Italy, Spain, Germany. Ireland Base: 1357; (m) 608, (f) 750

under 3’s4-11’s

12+

singleV

coupled

16-24v

other ages

workingV

not workingkids

relationship age

workinfluence

Yahoo! What women want September 2010,

kids under 3 (12%)

Lifestage Profile

kids 4-11 (21%) kids 12+ (24%)

young & single (25%) planning a baby (14%)women no kids (57%)

Working mums = 58%working mums (25%)new mums to be (9%) working mums/child <3 (6%)

life stage profiles

Yahoo! What women want September 2010, sample 750

\

8-11

12-15

16+

<1

1-3

4-7

how old are the kids??

47% women

have kids

Yahoo! What women want September 2010, sample 750

9%

22%

33%23%

33%

28%

Change Job

Pay off debt

Renovate

Buy a car

Buy a home

Get pregnant

29%

29% 28%

13%

14%

41%

what women want next 12-18 months

Yahoo! What women want Sept 2010.Ireland Base women: 750

10

43% younger mums with under 3s

less than few hours /

weekday to relax

Index 225

21% mums with

under 3s

NO free time on weekdays

index 277

47% mums with

under 3s

steal moments to

relax

index 177

77% mums with 4-11s

evening - best chance

to relax

index 106

relaxation reality

dentist

67%

women want trusted sources

doctor

specialist

alternative

estate agent

shop assist.

78% 34%

19%

5%

69%

Yahoo! What women want Sept 2010.Ireland Base women: 750

women trust their local expert most

Yahoo! What women want Sept 2010.Ireland Base women: 750

82%trust chemist

food & drink

financial health parenting relationship technology

fashion beautyfashion beauty

food & drink

C3. which sources credible when looking for the following topics online? Yahoo! What women want Sept 2010.Ireland Base women: 750Top 3 categories per information source

topics define online trusted sourcecitizen commentatorsprofessionals

relevant brands celeb experts

food & drink

5.stress

1everyday cost

of living

2body image

/ weight

3job / career

4health issue

women specific

7personal finance

8relationship

love

9work / life balance

10kids health

6personal

appearance

61% women planning a

baby

49% married 16-24

year old women

49% 25-44 year old

childless women

52% women planning a

baby

41% mums with

kids under 3s

40% 16-24s

without kids

42% fathers

under age 35

39% 16 – 24s

without kids

42% fathers

under age 35

62% mums with kids under 3

top 10: concerns and worries

brand connections: for better & worse

Yahoo! What women want Sept 2010.Ireland Base all respondents: 1357B2/F2. Please indicate to what extent each statement describes your opinion. Thinking about the last few times you visited a social networking site, what did you do?

Internet best way to connect with brands that matter 39%

become fan of a brand33%

create groups for brand : boycott a brand1:1

women want (& do) the 3 C’s online

Yahoo! What women want Sept 2010.Ireland Base women: 750D2. Which of the following have you used the Internet for in the last 4 weeks?

communication85%

consumption

creation51%

91% 87% 59%

women want entertainment most

Yahoo! What women want Sept 2010.Ireland Base women: 750D1. Which of the following topics have you researched on the Internet in the last 4 weeks?

entertainment(cinema, theatre, events)

Consumption

Fashion/clothing 54%

Food/drink (recipes) 44%

Health/well-being

42%

Employment/jobs

38%

Shopping (groceries) 33%

Health/beauty 33%

Home/garden 28%

Love/relationships 17%

Family and parenting 17%

Gambling 5%

64%

lifestyle wants: many routes to market

Yahoo! What women want Sept 2010.Ireland Base women: 750I6. Which of the following types of content do you think are the most important on a ‘Lifestyle’ website? Select your top 5

Health & Fitness 53%

Fashion 40%

Beauty 36%

Love & Sex 35%

Food & Entertainment 33%

Family & Parenting 29%

Shopping 28%

Food & Drink 28%

Home & Garden 27%

Work/Career 22%

Seasonal 21%

Horoscopes 19%

Quizzes & Puzzles 17%

Finance 15%

Pets 14%

Crafts & Hobbies 12%

Weddings 6%

Consumption

online hooks …

bargain/freebie 60%discount >15% 44%last minute deal / offer 43%samples / trials 43%coupon/voucher codes 40%

clearance 37%

what’s new / in season 35%

competitions / prizes 32%

hard to find products 30%

exclusive to you 28%

brand alerts / find out first 23%

discounts <15% 19%

the latest ‘it’ thing 11%

bargains still the big hook women want

Communicationpersonal contacts

business contacts

136 74

Yahoo! What women want Sept 2010.Ireland Base women: 534F1. Social networks visited. F3. How many friends/contacts do you have on your social networking sites?

women are connected

95% 9% 6%

women connected on the go

Base: 749/516, E1. Thinking about the devices/gadgets you own, which do you use to access the Internet regularly? Fib. What sites?

22%connect on the

go with a mobile,

blackberry or i-phone

women ‘need’ Internet access wherever they are22%

creation

citizen commentators and creators

16%create or sharecontent online

29%read / contribute

to blog

41%stored / shareddigital photos

4%create a group

for a brand

Yahoo! What women want September 2010, sample 531 females

new mums: surrogate socialisers

66%

Yahoo! What women Want, September 2010. D5. Since having a family, do you feel that any of the following has happened to your behaviour online?

45%

42%

use internet

more for help & advice

shop online

more

feel Internet helps social

life more

Over 3 in 5 of those with wireless access Internet in bed

Yahoo! What women want Sept 2010.Ireland Base women: 750. D7. In which rooms have you accessed the Internet at home during the last month? Base: all respondents 1357

75%living room

63%bedroom

51%kitchen

32%dining room

20%garden

9%bathroom

7%playroom

no room is sacred from the internet

26

62% women

best way to keep in touch with the world

47% mums to be

internet best @ connecting with brands

50% working mums

internet ‘on the go’ is

important

27% mums with kids 4-11

play online games to relax

44% mums planning next

baby

use internet for baby

help/advice

internet

brands mobile

online games

help

fast finishing facts

What women wantYahoo! What women want Sept 2010.Ireland Base women: 749

questions? feedback?

thanksFor further informationplease contact:Helen BeecherSales Manager Irelandhbeecher@yahoo-inc.com

Laura Chaibi, Director of Research and Insights, EMEA & GST outreach, lchaibi@yahoo-inc.com