anne hunter
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Women and The Social Web
Anne Hunter, VP Advertising Effectiveness, comScore, Inc.February 2, 2011
2© comScore, Inc. Proprietary and Confidential.
Are men or women more engaged on the Web?
3© comScore, Inc. Proprietary and Confidential.
Although men are in the majority across the global Web, women spend about 8% more time online.
Worldwide Audience (15+ accessing from Work or Home), April 2010
Source: comScore Media Metrix Worldwide
Global Internet Population, 18+ Total Time Spent Online
45.7%women
54.3%men
22.9 hrs24.8 hrs
+8%
4© comScore, Inc. Proprietary and Confidential.
Are men or women purchasing more online?
5© comScore, Inc. Proprietary and Confidential.
Divas Drive Dollars
U.S. Consumers, Non-Travel Internet Purchases, February 2010
Source: comScore e-Commerce Report
In the U.S., women are more
avid online buyers than men:
12.5% of women Internet users
made an online purchase in
February 2010, compared to 9.3%
of men.
50.2%42.1% 38.9% 41.8%
49.8%57.9% 61.1% 58.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet Users Internet Buyers Transactions Dollars
U.S. Males U.S. Females
50.2%42.1% 38.9% 41.8%
49.8%57.9% 61.1% 58.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet Users Internet Buyers Transactions Dollars
U.S. Males U.S. Females
Transactions Dollars
Women
Men
6© comScore, Inc. Proprietary and Confidential.
How do Women use Social Media?
7© comScore, Inc. Proprietary and Confidential.
Around the globe, women dominate the “Social Web.”
Globally, women spend an average of 16.3%of their time on social
networks, compared to only 11.7% for the men.
Globally, women spend an average of 16.3%of their time on social
networks, compared to only 11.7% for the men.
72.767.2
52.5 49.0
83.478.6
83.6 81.890.3 87.7
0.010.020.030.040.050.060.070.080.090.0
100.0
Females Males
Social Networking% Reach by Region and Gender
Worldwide
Asia Pacif ic
Europe
Latin America
North America
Worldwide Audience (15+ accessing from Work or Home), April 2010
Source: comScore Media Metrix Worldwide
8© comScore, Inc. Proprietary and Confidential.
Twitter Reaches a Higher Percentage of Women World Wide
0.01.02.03.04.05.06.07.08.0
Twitter % Reach: Worldwide
Males 15+ Females 15+
Worldwide % Reach
9© comScore, Inc. Proprietary and Confidential.
Women Are Spending More Time With Facebook Worldwide
Males
47% reach worldwide
8.9 minutes spent per visit
27.7 pages viewed per visit
Females
54% reach worldwide
10.4 minutes spent per visit
31.5 pages viewed per visit
10© comScore, Inc. Proprietary and Confidential.
How do Moms Use the Social Web?
11© comScore, Inc. Proprietary and Confidential.
Moms Are Heavy Consumers of Social Media and Over Represented on Most U.S. Social Media Sites
comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)
12© comScore, Inc. Proprietary and Confidential.
Moms Spend More Time with Blogs in the U.S.
comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)
13© comScore, Inc. Proprietary and Confidential.
Social Media Usage by Moms is Growing while Other Digital Forms of Connection are Starting to Decline in the U.S.
14© comScore, Inc. Proprietary and Confidential.
Social Commerce Among Moms is Growing…
comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)
But they only make up 15% of visitors to these sites in the U.S.
15© comScore, Inc. Proprietary and Confidential.
The Potential for Growth
16© comScore, Inc. Proprietary and Confidential.
One Word: MobileWomen Lag on Smartphone Usage
comScore MobiLensU.S. and EU5 (France, Germany, Italy, Spain and U.K.)3 months average ending April 2009 to 3 months average ending April 2010
Smartphone Share: Men vs. Women
59% 60%
41% 40%
Jan-09 Jan-10
U.S.
Male Female
66% 63%
34% 37%
Jan-09 Jan-10
EU5
Male Female
Mobile Internet usage (browsing, apps, and email) skew 65-70% male—most likely driven
by more barriers to data plans.
17© comScore, Inc. Proprietary and Confidential.
Marketer Impact
18© comScore, Inc. Proprietary and Confidential.
Social Media is the Fastest Growing Source of Ad Impressions
19© comScore, Inc. Proprietary and Confidential.
In Sales Categories Dominated by Women, the Web Works
*BehaviorScan® tests conducted over one-year period and reflect CPG ad campaigns’ typical reach while the comScore studies were conducted over a three-month period and reflect a 40% household Internet reach against target.
20© comScore, Inc. Proprietary and Confidential.
Metrics to Measure Moms
#1 Know who you are engaging, are they moms? Coupon moms? Convenience moms? Tiger moms?
Ask– moms are often more responsive, so ask qualitative questions and listen to them talk about quality
Women are barraged, but can be more engaged
Measure your social messaging in advance, creative matters, they are predictors of virality
Recognize challenges of scale, need to balance small but vocal influentials vs. mass consumers in choosing metrics
– Brand sales is mass
– Brand fan pages are influential
21© comScore, Inc. Proprietary and Confidential.
The Future: Women are just getting started, but are already shaping the web in important ways
The Internet: It’s Women’s WorkThe Internet: It’s Women’s Work
When women connect, they engage.
When they engage, they embrace.
When they embrace, they drive.
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