Women still rule the social web
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Transcript of Women still rule the social web
Women still rule the social web
Clo Willaerts (@bnox)DigitalMarketingFirst, Oct 2011
Business book
Versions:• The Conversity Model
Het Conversity Model
• ePub, Kindle
Publishers:• Lannoo Campus (BE)
• Spectrum (NL)
• Amazon.com/co.uk
Female purchasing power
Groupon
Source: http://www.grouponworks.com/why-groupon/demographics
Peer recommendations
Internet as life management tool
64.7%
moms say their family and home routine would be disrupted if the Internet were taken away for one week
Source: http://www.burstmedia.com/research/research.asp
Getting organized
33.7% of moms 18-34 most prefer sites like Facebook and Twitter
to help keep the family and household organizedSource: http://www.burstmedia.com/research/research.asp
Rise of mobile web
35.2%
of all moms say they frequently access the Internet on new technology gadgets such as tablets, smart phones and netbooks
Source: http://www.burstmedia.com/research/research.asp
Women drive the social web
Source: Pew Research Center's Internet & American Life surveys Feb 2005-May2011
Source: Nielsen State of the Media: Social Media Report (Q3 ‘11)
Source: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/Women_on_the_Web_How_Women_are_Shaping_the_Internet
Women on Facebook
62% of activity in terms of messages, updates and comments
71% of thedaily fan activity
Women have 8% more Facebook friends on average than men, spend more time on the site.
Source: http://www.forbes.com/2010/04/26/popular-social-networking-sites-forbes-wo%20man-time-facebook-twitter.html
Relationship status
Birthdays
Pictures: Pink Ribbon Magazine
Apps
Casual Gaming
http://www.singlegrain.com/blog/social-gaming-the-good-the-bad-the-ugly/
Source: Nielsen State of the Media: Social Media Report (Q3 ‘11)
YouTube Trends Dashboard
Source: http://blog.hubspot.com/blog/tabid/6307/bid/5987/Data-Shows-On-Twitter-Women-Are-More-Social.aspx
Source: http://www.briansolis.com/2010/08/influence-is-bliss-the-gender-divide-of-influence-on-twitter/
@vpieters 192,734 followers
@ClijstersKim 121,898 followers
What about Belgium?
Online quantitative Sanoma Media survey about the life of contemporary women
Focus on food/fashion/beauty
N = 3,000 Belgian women
Launched in September 2011
She's connected!
69% owns a desktop computer3% intends to buy one within 5 years
66% owns a laptop15% intends to buy one within 5 years
11% owns a smartphone19% intends to buy one within 5 years
3% owns a tablet PC15% intends to buy one within 5 years
23,90%of 25-34 yr old women
use social media to avoid bad buys
48,50%
of 25-34yr old women visit social platforms daily
Which social platform?
Facebook 97,8%
Netlog 18%
LinkedIn 9,9%
MySpace 5,7%
Twitter 4,1%
Skyrock 3,1%
Hi5 2,2%
Plaxo 0,8%
Hyves 1,1%
None of these 0,2%
0 20 40 60 80 100 120
Kolom C
30%
of -25yr old women can't imagine life without social
40% of Belgian women find social networks
not only useful for young people
INDIVIDUAL HARMONY
CONTROL
OPEN
Evasionista
Harmonista
Traditionalista
Rationalista
Epicurista
Ambitionista
Evasionista
open
down to earth optimistic proudnew challenges
make new friends
being in a group
enjoy life
Evasionista
Talks every day over phone with her friends & family
Surfs every day on internet for information
Ambitionista
young
ambitious extravert style social status career
luxurious life
me first
optimistic about the future
Ambitionista
Talks on the phone with her friends & family daily
Surfs on the internet daily looking for information
http://t.co/HKngOaER (.pdf)
http://www.sanomamedia.be/CommunicationSolutions
http://www.youtube.com/user/iewoman
http://www.twitter.com/iewoman