Wired women online are an emerging power force around the world. In this large original research initiative, MSLGROUP and Dot Complicated explore the commonalities and differences in the social, emotional and economic powers of wired women in the U.S., U.K., Brazil and in urban China.

1. The Social Wisdom of
Wired Women Around the World
Key Learnings from an Original Research Study by MSLGROUP and Dot Complicated.
Ways wired women benefit from their social media connections:
Socially
Emotionally
They have the opportunity to
tap into the collective intelligence
of other wired women around the world.
79%
They are more in control
of their lives.
57%
of women turn first to the
Internet for information.
Economically
They are transforming the shopping
experience around the world.
52%
go online to compare
prices for a product
or service.
45%
of women agree that
technology has made their
lives more manageable.
of women believe technology
has had a positive impact
on their family.
Better Doesn't Mean Less Complicated:
5%
15%
believe technology has made
their lives more complicated.
And 15% admit they spend so much time on the Internet
that they sometimes have to disconnect from the
Internet and all technology devices.
Where social media has drawn new lines in their relationships:
21%
At work:
53%
of wired women are connected with colleagues
from work in social media (not including LinkedIn).
Among
couples:
34%
Only 34% of wired women share
passwords to an email account
with a spouse or a significant other.
In the
bedroom:
20%
of wired women in Brazil are frustrated by their significant other using a
tablet/computer or smartphone in bed.
With their
childreN:
28%
The average age wired women believe children
should get a cell phone varies by country:
But, only 21% are connected
with their bosses.
19%
Brazil, age 11
U.K. wired women are much more protective of their
privacy, as only 19% share social media passwords.
45%
Even fewer (28%) share
social media log-ins.
of women in China would give up sex for a
month instead of their mobile phone.
U.K., age 12
44%
Percent of wired women who use social media
to monitor their child's online activities:
41%
U.S. age 13
18%
28%
Where they most rely on mobile devices:
Wired women in China are far
more accepting of mobile devices
and tablets as paths to purchase
than wired women in Brazil, the
U.K. and U.S.
Ownership of
tablets with
Internet
access:
China
United Kingdom
United States
Brazil
Their common
frustrations with
social media:
72%
of wired women in
China had made
an online purchase
on a smartphone.
61%
39%
38%
28%
However in China, 41%
of wired women are
connected with their bosses.
65%
China, age 14
42%
Comparatively, only
Had made a purchase
on a tablet in the
last 30 days.
Ownership of
Smartphones:
China
United Kingdom
United States
Brazil
28% and 27%
respectively of wired
women surveyed worldwide
had done the same.
91%
70%
59%
57%
Texting while driving.
Family members posting
inappropriate things online.
People saying negative
things about them online.
Brazil 42%
U.K. 35%
U.S. 35%
CHina 16%
Brazil 47%
CHina 20%
U.K. 17%
U.S. 15%
Brazil 39%
CHina 27%
U.K. 19%
U.S. 10%
Their social media sharing is fueling a global marketplace:
2X
Wired women around the
world turn to social and
digital media as a preferred
source of information about
purchasing goods and
services at nearly double
the rate of traditional
media.
76 %
Rely on digital
and social.
56%
Rely on influencers such
as friends family, store
employees, health
professionals, etc.
40%
Rely on
traditional media.
Digital and social media are used
most as a source of information for
household furnishings and
appliances, financial services,
home electronics, sporting goods,
toys and games and automobiles.
MSLGROUP and Dot Complicated conducted 3,600 online interviews across the U.S., U.K., Brazil and China (900 in each market) of women who are between the ages of 18 and 64 and use the Internet at least two hours per week for personal/leisure activities.

2. Wired Women Experts:
Randi Zuckerberg
CEO, Zuckerberg Media
Editor-in-Chief, Dot Complicated
Author
Randi Zuckerberg is the founder and
CEO of Zuckerberg Media, a digital and
traditional media and production
company, and Editor-in-Chief of Dot
Complicated, a newsletter and website
helping people navigate and "untangle"
their wired, wonderful lives.
Stacy Martinet
Chief Marketing Officer,
Mashable
Stacy also leads Mashable’s corporate responsibility initiatives which
include the Social Good Summit and its global movement. In
partnership with the UN Foundation and Gates Foundation, the Social
Good Summit has branched out to be an ongoing movement that has
had the participation of 100 countries around the world and received
participation from global leaders and policy makers.
As an early executive at Facebook, Randi
created and ran the social media
pioneer's marketing programs.
Randi is the author of Dot Complicated:
Untangling Our Wired Lives and a
children's book, Dot.
She has spent her career at the intersection of media, brands and
social media. Before joining Mashable, Stacy spent nearly a decade in
corporate communications and digital marketing at The New York
Times. While at The Times, she was recognized with the company's
Chairman's Award.
Randi's books are
available at
bit.ly/dotcomplicated
In 2012, Stacy was named the youngest member of PR Week’s 40
Under 40 list. She occasionally writes for Mashable and has
contributed to The New York Times and Cosmopolitan Magazine. She
sits on the board of directors of New York Women in Communications
and Plant-A-Fish, an oceanographic and ecological health non-profit.
bit.ly/dotbook
Stephanie Agresta
Global Director of
Social Media & Digital
MSLGROUP
Stacy Martinet is the Chief Marketing Officer for Mashable, leading
integrated marketing and communications including brand, social
media, corporate communications, external affairs and the company's
events business. Stacy sits on Mashable’s Operating Committee which
directs the company’s strategy, planning and operations. She joined
the company in 2010 to grow Mashable into a global media company.
Stephanie Agresta is the senior-most ranking digital executive at
MSLGROUP, the 4th largest PR firm in the world. PRWeek recently
named her #6 among digital creators, innovators and strategists in
public relations and Business Insider cited her as one of the top 25
advertising executives on Twitter. In 2010, she was named to
PRWeek’s “40 under 40”roster. Her first book, Perspectives on Social
Media Marketing, co-authored with B. Bonin Bough of Mondelez, was
released in October 2010.
Stephanie has delivered on thought leadership and client excellence
in digital for almost 20 years. Over the course of her career, she has
been recognized as a hands-on counselor instrumental in developing
digital and social media initiatives for major brands such as P&G,
PayPal, Samsung, PepsiCo and Microsoft.
As MSLGROUP’s Global Director of Social Media and Digital,
Stephanie is based in North America and works in partnership with
leaders around the global network on vision, strategy and talent in
support of the agency’s global social media and digital offering.
Responsible for securing best-of-breed employees and developing
innovative products and services, Stephanie is leading transformative
development of the practice.
In 2013, she developed new MSLGROUP offerings including: IMPact
IRM (Influencer Relationship Management) and Boost (a paid media
and branded content solution).
A long-time leader at the SXSW Interactive festival, Stephanie
launched the “Bloggers Lounge” in 2008, a networking hub for digital
media influencers at the SXSW conference. She continues to manage
the lounge with her co-host Brian Solis.
Prior to joining MSLGROUP, Stephanie was the EVP, Managing
Director of Social Media, Weber Shandwick. She also served as EVP,
Digital Strategy and Social Media for Porter Novelli before that. She
began her career with iVillage.com, one of the first sites to build an
online community. At a pivotal time in the industry’s evolution,
Stephanie also served in business development roles at Barnes &
Noble.com, Spafinder.com and Register.com.
Stephanie is a popular speaker at conferences and serves on the
Board of Directors of the Social Media Advertising Consortium
(SMAC).
Who are the Wired Women Online:
They are Millennials, Gen
Xers and Baby Boomers.
They are well-educated, with the largest
percentage holding a four-year degree.
They are likely to be
a homeowner and
married or partnered.
Most are employed.
They are prolific consumers.
Nearly 50% spent at least two hours a day online.
Social Media has Become a Central Force in Their Lives.
In the last 30 days:
97%
88%
88%
82%
81%
have read an email.
read about current events on a news website.
searched for information about a product or service.
compared prices of a product or service.
viewed a comment, picture or video a friend/family
member posted online.
79%
71%
70%
59%
39%
looked at clothes from an online retailer;
51% made a purchase.
made a comment on an online site.
searched for discounts.
made a recommendation to friends or family about
a product/service or website they are using.
used their cell phone to make a purchase online.
MSLGROUP and Dot Complicated conducted 3,600 online interviews across the U.S., U.K., Brazil and China (900 in each market) of women who are between the ages of 18 and 64 and use the Internet at least two hours per week for personal/leisure activities.