women hold up half the sky

Women hold up half the skyIAB DisplayliciousClo Willaerts, 15 September 2009

212.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts


Operating Countries Sanoma Magazines


Women hold up half the sky.(Mao Tse-Tung)


[Women's] time spent with traditional advertising mediums is declining, while their time spent on the Internet is increasing. For many reasons, the Internet is the perfect advertising medium for reaching women. Many websites either fail in their attempts to persuade women or don’t make any attempt at all. There is a huge opportunity here.

Source: The Soccer Mom Myth: The New Reality of Marketing to Women. Written by Michele Miller and Holly Buchanan

http://www.thesoccermommyth.com/


Men and women belong to different species and communications between them is still in its infancy.

(Bill Cosby)


In the US, 96 million males are Internet users, compared with 103 million females.

Source: http://www.emarketer.com/Report.aspx?code=emarketer_2000574


Internet Penetration in Belgium - gender

1112.04.23 © 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.


Most women own 19 pairs of shoes -- some secretly

Source: http://www.reuters.com/article/lifestyleMolt/idUSN0632859720070910

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


The number of women over 55 on Facebook almost double the number of men over 55 on Facebook today

Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

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


InSites Field Research commissioned by Sanoma Magazines Belgium

• Period: April 2009

• Method: Online questionnaire

• Data collection sources:

»InSites TalkToChange Community (1.010 participants)

»Sanoma Magazines Belgium female sites opt-ins (1.192 participants)

• Screening & Quota

»Female only

»Age 18-65 + representative for female online population (BIM ‘08)

• Countries and languages: Belgium (60/40 Dutch/French language)

1812.04.23 © Sanoma MagazinesMarketing to women online - Clo Willaerts 12.04.23 © Sanoma Magazines

Sanoma Sample(N = 1192)

Representative Sample

(N = 1010)

•70% of online women is 18-49 yrs old

•Sanoma reaches women in all age groups

Socio-demographic ProfileAge

35%

35%

29%

39%

37%

25%

18-34

35-49

50-64

18-34 y.o.

35-49 y.o.

50-64 y.o.


Socio-demographic ProfileKids

Sanoma Sample(N = 1192)


(N = 1010)

•About 40% of online women are moms

•Sanoma reaches an equal proportion of moms

Kids41%

No Kids59%

Kids38%No

Kids62%


Internet ProfileUsage Moments

•On an average day …

•Almost 30% uses the internet before leaving to work/school

•90% access the net after having dinner

•20% use it after midnight as well


Internet ActivitiesTop 10 activities of women online (%weekly usage)

1. Sending e-mails (private) – 90%

2. Online banking – 66%

3. Visiting news sites – 62%

4. Leisure surfing – 61%

5. General information search – 55%

6. Sending e-mails (work related) – 52%

7. Logging in to social network – 43%

8. Gaming – 39%

9. Chatting or instant messaging – 34%

10.General information about products or services – 32%


(N = 1010)


•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


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%


(N = 1010)

In the Sanoma sample, monthly consultation of these topics is significantly higher (95% conf.)


Internet Segmentation4 Segments

Inexperienced Surfers14%

Social Explorers 22%

Functional Surfers32%

Internet Adepts32%

Representative Sample(N = 1010)


Internet Segmentation4 Segments - Attitudes

Inexperienced Surfers

14%

Social Explorers 22%

Representative Sample 100%

Functional Surfers

32%

Internet Adepts32%

Representative Sample(N = 1010)

I feel at ease online

I think it is fun to surf around

on the net

I think it is cozy to meet people online

I sometimes help other

people online

I inform myself online before

making a (somewhat) important purchase

69%

24%

40%

81%

96%

65%

16%

76%

50%

90%

45%

6%

54%

19%

81%

36%

14%

33%

24%

60%

72%

34%

46%

89%

90%

www.targetwomen.be

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