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The largest growing economic force in the world isn’t China or India — it’s women.
Source: The world Bank
3
Women also represent ~2/3 of untapped market for mobile growth.2
Source: 2: The Cherie Blair Foundation, GSMA Development Fund & Vital Wave Consulting 2010 3: Women and the Web 2012
And drive growth in e-commerce.3
4
We partnered with Ogilvy to ask women from 9 countries about their digital habits
Canada
Mexico
Brazil
UK
Russia
ChinaSaudi Arabia
South Africa
USA
Source: Microsoft & Ogilvy Digital Divas 2013
5
Through +9,000 in-depth interviews, diaries & surveys, we segmented the women based on their digital…
Source: Microsoft & Ogilvy Digital Divas 2013
Confidence Connectedness Influence
The extent to which they feel comfortable and confident using digital tools and technology
The extent to which they’ve
adopted digital tools/
technology
The size of their social
networks and propensity to
share content with them
+ +
6
32%
Digital Outsiders
50%
Mainstream Users
18%
Digital Divas
Digital Divas are
tech savvy, early
adopters
This group has a
disproportionate amount of
online influence.
They also provide insights into
what women of tomorrow will
expect from their devices &
shopping experiences.
All women are NOT digitally equal
Source: Microsoft & Ogilvy Digital Divas 2013
3 main segments:
7
Canada
14%
Mexico
15%
Brazil
16%
UK
26%
Russia
22%
China
18% Saudi Arabia
23%
South Africa
14%
USA
17%
Where Digital Divas reside
Source: Microsoft & Ogilvy Digital Digital Divas 2013, figures quoted as a percentage of overall online population per country
8
Young(39% are under the age of 34)
14% of online Canadian females are Digital Divas
Source: Microsoft & Ogilvy Digital Divas 2013
Canadian Digital Divas are…
Canada has fewer Digital
Divas than other countries,
but a large proportion
(27%) are on the ‘cusp’
– they currently own the
devices but aren't yet
optimising them.
Employed(51% are employed full or part time)
High Earners(Avg HH Income: $64,444)
9
Digital Divas are the forerunners of the digital domain
Source: Microsoft & Ogilvy Digital Divas 2013
access the internet from their phones
51%sleep with their mobile
phone ALL of the time,
with 27% losing 2+ hrs
sleep to it
64%
own a smartphone
75%
Avg # of contacts: 475
2/3are completely
comfortable and
confident using digital
tools & technology
Download/use apps
69%
share content
1/2
10
So it’s no surprise that they’re online buyers, not just online shoppers
Source: Microsoft & Ogilvy Digital Divas 2013
buy online
56% 53% have bought
products/services they wouldn’t have discovered without the internet
11
Digital devices have also completely transformed how Digital Divas shop
Source: Microsoft & Ogilvy Digital Divas 2013
Haircare, Skincare, Make Up, Baby Products, HH
Cleaning, Home Fragrance Products, Feminine
Hygiene, Non-refrigerated foods, Alcohol, Soft
Drinks, Fashion, Luxury Handbags, Consumer
Electronics, Home Furnishings, Cars, Credit
Cards, Hotels, Airline Tickets
We analysed over 9,000
shopping journeys, across
18 categories:
12
Digital Divas’ purchase journey (personal care)
Source: Microsoft & Ogilvy Digital Divas 2013
interest is more digitally
sparked…
…researched
digitally…
…purchased
online…
…validated…
…and shared.
• brand/company
websites
• Product review
sites
• brand/company
websites
• store/retailer
websites
• store/retailer
websites
• search engines
• brand/company
websites
• search engines
• social
networksTOP
TOOLS:
13
And the impact is evident across categories
Digital Divas agree that digital tools have changed the way they shop for both household & bigger ticket items
Source: Microsoft & Ogilvy Digital Divas 2013
&
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Investigators Navigators
AssistantsProblem
Solvers
FacilitatorsService
Agents
Digital devices play a
rational, functional &
fundamental role in
Digital Divas’ shopping
Digital devices & channels are Digital
Divas’ personal shopping assistants
(investigators, negotiators, facilitators,
and problem solvers).
Most say technology has made their
shopping more productive,
entertaining, and empowering.
Source: Microsoft & Ogilvy Digital Divas 2013
15
60%wish websites helped them cut through digital clutter
79%Say it’s up to them to filter through an overwhelming amount of information online
Even this savvy audience say their devices take some of the spontaneity out of shopping and most find the amount of information available overwhelming.
BUT, digital is in danger of taking the therapy out of retail therapy
Source: Microsoft & Ogilvy Digital Divas 2013
56%wish brands gave them more inspirational tools to discover new things
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Digital Divas don’t have time for digital distractions.
The savviest brands in their eyes are those who add value to their life.
Source: Microsoft & Ogilvy Digital Divas 2013
18Source: Microsoft & Ogilvy Digital Divas 2013
These brands play the role of editor, providing Digital
Divas with a lens to pair down their number of options
and help simplify decision making.
Find, organize & present
personalized/relevant products or
content
Sainsbury’s integration with
MSN Food helped UK
consumers plan seasonal meals,
find recipes for nights in and
local restaurants for nights out.
19Source: Microsoft & Ogilvy Digital Divas 2013
Co-creator brands are willing to cede a bit of control and
take direct input from Digital Divas to help hone their
offerings.
Give Digital Divas an opportunity to
sit in the driver ’s seat
UK retailer Modcloth allows their
customers to ‘be the buyer’ and
vote on which styles they carry.
20Source: Microsoft & Ogilvy Digital Divas 2013
The most logistically savvy brands simplify all aspects of
the Digital Divas’ purchase journey.
Make finding, purchasing & returning
products fast and seamless
Starbucks’ mobile app allows
customers to pay with their phones
or via re-chargeable cards and will
re-make a drink, no questions asked.
21Source: Microsoft & Ogilvy Digital Divas 2013
Problem Solvers are brands using social networks to
provide customer service, not just shoot the breeze, play
games or push products.
Use social media to resolve issues
KLM offers 24/7 support via social
media – aiming to answer
questions, suggestions,
compliments or complaints within
one hour, and offer a solution
within 24.
22Source: Microsoft & Ogilvy Digital Divas 2013
Being a digitally savvy brand isn’t just about being digital
– it’s about connecting online and offline brand
experiences.
Take the showroom beyond the walls of the store to make
information & emotional content available on the go.
Sync online & offline experiences
BEHR’s My Workbook allows consumers to store paint colours or upload photos to digitally apply paint colours.
23Source: Microsoft & Ogilvy Digital Divas 2013
Digital Divas devote a lot time and effort to the online
universe - help them realize an immediate and valuable
return.
Offer a return on Digital Divas’ online
investment
Bing rewards allows Bing users to earn credits for searching, trying new features and exploring tips & tricks to be redeemed for coupons & exclusive offers.
24Source: Microsoft & Ogilvy Digital Divas 2013
Help Digital Divas get the most out of their experience
with the products/services they’ve purchased by
providing relevant, useful content.
Follow-up with content &
information of value post-purchase
Hellmann’s mayonnaise recipe receipt program, which turned your receipt into a personal recipe based on the products in your basket.