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

46%visits social media platforms

daily

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

39%

visits social media platforms daily

Ambitionista

Talks on the phone with her friends & family daily

Surfs on the internet daily looking for information

Ambitionista

28%

has an iPad or plans to buy one

http://t.co/HKngOaER (.pdf)

http://www.sanomamedia.be/CommunicationSolutions

http://www.youtube.com/user/iewoman

http://www.twitter.com/iewoman

Thank you very much!@bnox

Clo.willaerts@sanomamedia.be

slideshare.net/bnox