one million mothers
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One million mothersClo Willaerts, 22 October 2009
212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
312.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Operating Countries Sanoma Magazines
412.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Women hold up half the sky.(Mao Tse-Tung)
http://issuu.com/bnox/docs/vrouwenonline
http://issuu.com/bnox/docs/femmesonline
InSites Field Research commissioned by Sanoma Magazines Belgium
•Period: April 2009•Method: Online questionnaire•Data collection sources:
•InSites TalkToChange Community (1.010 p)•Sanoma Magazines Belgium female sites opt-ins (1.192 p)
•Screening & Quota •Female only•Age 18-65 + representative for female online population (BIM ‘08)•Countries and languages: Belgium (60/40 Dutch/French language
www.targetwomen.be
http://www.slideshare.net/bnox/women-hold-up-half-the-sky
The joys of motherhood
Getting pregnant
Pregnancy
Giving birth
Cute
Reality
Reality (2)
Reality (3)
Digital Moms: how special are they?
1712.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet Penetration in Belgium - gender
1712.04.23 © Sanoma Magazines
47% 53%
Female Male
•The total Belgian online population (past 2 weeks) consists of 5,5 million users •of which 2,58 M are females.
Source: telephone survey for the Belgian Media Mapping in 2008.
1812.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 1812.04.23 © Sanoma Magazines
Socio-demographic ProfileKids
Sanoma Sample(N = 1192)
Representative Sample
(N = 1010)
•About 40% of online women are moms
•Sanoma reaches an equal proportion of moms
Kids41%
No Kids59%
Kids38%No
Kids62%
1912.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet Segmentation4 Segments
Inexperienced Surfers30%
Social Explorers 28%
Functional Surfers32%
Internet Adepts28%
Representative Sample(N = 1010)
2012.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Internet ProfileUsage Moments
•On an average day, mothers go online …
•34% in the morning or during breaks
•42% during lunch break
•51% just before dinner
•93% after having dinner
•22% use it after midnight as well
Belgian online mothers: time spent online
• Mothers have gone slightly more recently online (most of them: since 2006)
»depends on age (25-29 yr olds have been online for longer vs 40-54 yr olds)
• Mothers go online less frequently than women without children
»except for the younger mothers
• Mothers stay online less longer
»except for the younger mothers
Women with children have less time and it shows in their internet behaviour
Internet as a life management tool
Mothers are the most likely group to admit that they struggle to find balance in their lives… feel negative emotions as a result
Internet is a place they can go for help
• to find balance in their life
• to gain control of their life
While time spent online is substantial, it is perceived by many to save them time in the long run - time they would have had to spend running errands and waiting in queues.
Source: How the internet is transforming the life of Modern UK Mums (Yahoo Network)
http://l.yimg.com/ig/any/fu/mums.ppt
For Belgian mothers, internet is...
• essential (62%)(-)
• convenient (74%)(+, esp. younger mothers)
• enriching their experiences (64%)
• an essential step in the buying decision process (75%)
2412.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2412.04.23 © Sanoma Magazines
Belgian mothers online: internet activities
More popular:
• General information search – 88% (90% monthly)
• Information about products or services they are planning to buy – 84% (92% monthly)
• Comparing product features and pricing - 77% (83% monthly)
• Online banking - 30% (32% several times a week)
Less popular:
• Chatting or instant messaging (56% never or hardly ever chats)
• Social networking (45% never or hardly ever logs in to social networks)
2512.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2512.04.23 © Sanoma Magazines
General Information Search (55% Weekly )
Top 10 Most Consulted Topics (% monthly usage)
1. General news items – 83%
2. Healthcare – 78%
3. Cooking & Recipes – 76%
4. Travel – 67%
5. Food – 63%
6. Clothing & fashion – 62%
7. Home, garden & decoration – 60%
8. Movies & music – 59%
9. Personal body care – 54%
10.Finance & banking – 49%
Representative Sample
(N = 1010)
In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)
2612.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 2612.04.23 © Sanoma Magazines
Belgian online mothers: internet as a trusted source of information
• Information about children & parenting - 53% monthly (45%: trustworthy)
• Cooking & recipes (74%: trustworthy)
• Government issued information (71% trustworthy)
2812.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts
Trusted ContentFood
3012.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 3012.04.23 © Sanoma Magazines
•90% of internet users use the internet to search for information that is not easily available elsewhere.
•80% use it to search information about products and services •75% use it to compare different product alternatives.
General Information about Products & Services (32% Weekly )
Internet Motivations
Shopping is a serious matter
• In America, where female consumers make more than 80% of discretionary purchases, companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales.Source: Marketing to women | Hello, girls | The Economist http://www.economist.com/research/articlesBySubject/displaystory.cfm?subjectid=1780456&story_id=13278440
• 71% of the Belgian online women are the responsible for grocery shopping in their family.Source: telephone survey for the Belgian Media Mapping in 2008.
Shopping is a serious matter
• 97% of UK female Internet users research products online and 92% of UK female Internet users buy products online. Source: eMarketer, February 2009
• In the past year, UK female Internet users have made an average of 17 online purchases of products/services and spent an average of £600. Source: eMarketer, February 2009
Online promotions
For moms the most effective way Brands can be promoted online, in descending order of likeness:
1. Product samples offered online (47%)
2. Coupons (40%)
3. E-mails (9%)
4. Banner ads on websites (3%)
5. Blogs (1%)
Source: “What Women Want Consumer Survey” (Prospectiv, October 09)
3412.04.23 © Sanoma Magazines
Q: Welke van onderstaande producten of diensten heeft u in de afgelopen 12 maanden gekocht?
Boeken
CD/DVD/Blu -ray
Muziek in digital formaat (MP3-nummers, albums, etc.)
Computer, hardware en software
Kleine electronica (bv. digitale camera, iPod, GSM, etc.)
Telecom product (internetverbinding, GSM -
abonnement, etc.)
Erotische producten
Financiéle producten (bv. fondsen, aandelen, etc.)
Vakantie, tickets voor vliegtuig of trein
Huishoudelijke toestellen Juwelen / accessoires
Kledij / schoenen
Meubilair
Gezondheidsproducten (bv. dieet, etc.)
Decoratie
Tickets voor evenementen
Films of TV -series in digitaal formaat (geen DVD)
Ander product, nl.
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70%
Offline Purchases
On
lin
e P
urc
hases
Representative Sample(N = 1010)
Belgian women onlineOnline vs. Offline Purchases
What are Belgian online mothers buying?More offline than other online Belgian women:
• clothing (64%)
• books (52%)
• computer hardware&software (33%)
• electronic gadgets
• financial products
More online than other online Belgian women:
• holidays (42%)
• tickets for events (43%)
• cd/DVD (esp. 40+ mothers)
• household electronics (esp. younger mothers)
Women dominate social networks
Women and social networks48% of (US women)
respondents reported belonging to four or more social networks.Source: The Power of Social Networking for Women, ShesConnected, August 2009
83%
73%
55%
41%
Profile59%
No Profile41%
89%
24%
12%
59% of Belgian online has a profile on one or more social networks.Source: Belgian Women Online, InSites, April 2009
Belgian online mothers...
• are less attracted to social networks
• are a lot less attracted to casual gaming
With the exception of younger mothers:
• social networks are important to
»stay in touch
»help other people out
»feel less alone
Thank you.c.willaerts@sanoma-magazines.be
www.twitter.com/bnox
www.targetwomen.be
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