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Yahoo! What Women Want
- 1. 1 what women want Laura Chaibi, Director of EMEA Research, October 2010
- 2. Source: comScore August 2010 5.2m people (EU)
- 3. EU15 women: the internet facts 11.2hours Average time spent online per week 37% daily use (mobile) Source: EIAA Mediascope, March 2010, total EU15 sample 15000, * internet users 10 purchases online €539 / 6 months 48% daily use (PC) 135m online (50%) 83% peak internet adoption by women (nordics lead!) 111m have broadband (41%) 82% of female internet users 62m are wireless (23%) 46% of female internet users 32m access via mobile (12%) mob. internet user not PC subset!
- 6. Gender & Age Yahoo! What women want August 2010, sample 19,297 nearly 20k people surveyed (EU6) 19,297 people NB: un-weighted data profile women: 16-54 27% 35-44 34% 25-34 19% 16-24 20% 45-54 32% men 68% women
- 7. under 3’s 4-11’s 12+ single V coupled 16-24 v other ages working V not working kids relationship age work 9 influence Yahoo! What women want August 2010, sample 19,297
- 8. kids under 3 (20%) Lifestage Profile kids 4-11 (24%) kids 12+ (26%) young & single (22%) planning a baby (15%)women no kids (46%) Working mums = 58%working mums (37%)new mums to be (7%) working mums/child <3 (12%) life stage profiles Yahoo! What women want August 2010, sample 19,297
- 9. pay off debt 24% renovate 27% change job buy car get pregnant buy a home 30% 22% 14% 14% what women want next 12-18 months Yahoo! What women want August 2010, sample 19,297
- 10. pay off debt renovate change job buy car get pregnant buy a home next 12-18 months Yahoo! What women want August 2010, sample 19,297. index compared to all women. Sample working mums with under 3s = 1231 working mums of under 3’s want more 29% index 121 27% index 90 30% index 136 21% index 150 25% index 179 36% index 133
- 11. 13 83%women less than few hours / weekday to relax 20%working mums with 4-11s NO free time on weekdays 56%working mums with under 3s steal moments to relax 70%mums evening - best chance to relax relaxation reality
- 12. dentist 62% women want trusted sources doctor specialist alternative estate agent shop assist. 69% 34% 20% 8% 65% Yahoo! What women want August 2010, sample 19,297
- 13. health finance parenting beautyrelationshipstechnology fashionbeautyfood & drinkfashion beauty food & drink C3. which sources credible when looking for the following topics online? Yahoo! What women want August 2010. Top 3 categories per information source. Women sample = 3312 topics define online trusted source citizen commentatorsprofessionals relevant brands celeb experts
- 14. 3 body image / weight 47%single working mums 2 job / career 4 stress 38%UK / young single women 52%young single women 1 everyday cost of living 5. personal appearance 8 relationship love 9 personal finance 10 minor health 7 work/life balance 6 health 50%Spanish women 41%French women 37%Spanish women 42%Spanish women 38%young single women 40%Frenchmen 31%Single working mums top 10: concerns and worries
- 15. body image / weight job / career stress everyday cost of living . personal appearance relationship love personal finance minor health work/life balancehealth top 10: concerns and worries 30% 46%51% 27% 42% 55% 24% 25% 33% 56%
- 16. women want (& do) the 3 C’s online Yahoo! What women want August 2010. D2. Which of the following have you used the Internet for in the last 4 weeks? communication 85% consumption creation 51% 86% 79% 54%
- 17. women want entertainment most Yahoo! What women want August 2010. D1. Which of the following topics have you researched on the Internet in the last 4 weeks? entertainment (cinema, theatre, events) consumption travel / holidays 45% food / drink (recipes) 45% fashion / clothing 43% employment/jobs 41% health / well-being 36% health / beauty 35% shopping (groceries) 32% home / garden 23% love / relationships 17% family and parenting 17% 53%
- 18. lifestyle wants: many routes to market Yahoo! What women want August 2010. I6. Which of the following types of content do you think are the most important on a ‘Lifestyle’ website? Select your top 5 health & fitness 47% beauty 37% fashion 33% food & entertainment 33% love & sex 32% shopping 28% family & parenting 27% work/career 24% home & garden 23% quizzes & puzzles 18% seasonal 17% pets 16% horoscopes 16% crafts & hobbies 14% finance 9% weddings 4% consumption
- 19. online hooks … bargain/freebie 56% samples/trial 48% clearance 41% discount >15% 39% last minute 31% hard to find products 26% exclusive to you 23% competitions / prizes 21% what’s new / in season 15% discounts <15% 14% brand alerts / find out first 13% the latest ‘it’ thing 9% bargains still the big hook women want
- 20. Communicationpersonal contacts business contacts 154 105 Yahoo! What women want August 2010. Base: 1,581 F1. Social networks visited. F3. How many friends/contacts do you have on your social networking sites? women are connected... 94% 13% 4%
- 21. brand connections: for better & worse Yahoo! What women want August 2010. B2/F2. Please indicate to what extent each statement describes your opinion. Thinking about the last few times you visited a social networking site, what did you do? % who boycott = 4% of women / 8% of single women! Communication Internet best way to connect with brands that matter48% become fan of a brand23% create groups for brand : boycott a brand1:1
- 22. creation citizen commentators and creators 15% create or share content online 32% read / contribute to blog 34% stored / shared digital photos 4% create a group for a brand Yahoo! What women want August 2010, sample 19,297
- 23. new mums: surrogate socialisers 55% Yahoo! What women Want, August 2010. D5. Since having a family, do you feel that any of the following has happened to your behaviour online? 48% 42% use internet more for help & advice shop online more feel Internet helps social life more
- 24. Over 3 in 5 of those with wireless access Internet in bed Yahoo! What women Want, August 2010. D7. In which rooms have you accessed the Internet at home during the last month? no room is sacred from the internet 71% living room 54% bedroom 25% kitchen 31% dining room 16% garden 8% bathroom 8% playroom
- 25. 33 62%women best way to keep in touch with the world 65%mums to be internet best way to connect 43%working mums with under 3s internet ‘on the go’ is important 31%single working mums play online games to relax 60%mums planning next baby use the internet for help/advice internet brands mobile online games help fast finishing facts
- 28. What women want Yahoo! What women want August 2010, sample 19,297
Notes de l'éditeur
- bigger than MSN (by 500k) 2x bigger than AOL catching ivillage (500k)
- We may all be women, however every women is different and we have spent the last 3 years listening to what women want, need and don’t need but want! We’ve conducted: 2 segmentation studies EU / Global Several qualitatative studies to understand various groups of women mainly around life stage And quant studies to understand what women want (and how many) for content, tone of voice and editorial style EIAA mediascope study 6 years – women’s focus in the last 3
- We may all be women, however every women is different and we have spent the last 3 years listening to what women want, need and don’t need but want! We’ve conducted: 2 segmentation studies EU / Global Several qualitatative studies to understand various groups of women mainly around life stage And quant studies to understand what women want (and how many) for content, tone of voice and editorial style
- Sample composition a combination of online panel with a booster sample on Yahoo! all weighted back to the Comscore universe
- EU Profile with kids (d) 54% no kids (e) 46% with kids under 3 (f) 20% with kids 4-11 (g) 24% with kids 12+ (h) 26% Young & single (i) 22% Planning a baby (j) 15% Working mums (k) 37% Working mums with kids 0to3 (l) 12% Working mums with kids 4to11 (m) 16% Working mums with kids 12+ (n) 18% Single working mums (o) 6% new mums to be (p) 7%
- The goal: to appeal to everyone while alienating no one on the lifestyle channel.
- Lifestyle choices could be: Pro-active Reactive Situational (especially for mums gearing up for another child – over 1 in 4!)
- 30% trust Nannies (FR 45% / ES 17% women) Chemist 66% - just as trustworth as doctor /specialist
- Yahoo! What women want August 2010.UK Base women: 2,435
- 71% of italians
- women The cost of everyday life (e.g. food, rent/mortgage etc.) 45% Body image/weight issues 43% My job/career 42% Health issues (women specific) 40% Stress 36% Personal appearance 34% Personal finance (e.g. credit cards, loans) 33% Relationships (love/partners) 29% Work/life balance 28% The wellbeing of your child/ren (e.g. health, education etc.) 19%
- women The cost of everyday life (e.g. food, rent/mortgage etc.) 45% Body image/weight issues 43% My job/career 42% Health issues (women specific) 40% Stress 36% Personal appearance 34% Personal finance (e.g. credit cards, loans) 33% Relationships (love/partners) 29% Work/life balance 28% The wellbeing of your child/ren (e.g. health, education etc.) 19%
- Consumption: Includes shopping online, downloading and using applications, watching video or On Demand TV and downloading music and films Communication: Includes web-based email and social networking Creation: Includes contributing to a blog, creating or sharing content online and sharing digital photos
- 74% agree One of the most important uses of the Internet is to be entertained or to have fun
- Personal contacts: Young and single (139), Working mums with kids under 3 (132) Tweeting: New mums to be (122) and Young and single (119) most likely to use Twitter French women who have professional connections have a higher number of contacts than women who have social contacts (106 vs 89)
- Young and single index at 130 for accessing the internet in the bedroom Italian access from the bathroom 2 times more (women: 13% men: 17%)