Volg ook I'm every WOMAN op twitter @iewoman/#Femininsight.

Contact: marketing@sanomamedia.be - 02 776 27 12

Volg ook I'm every WOMAN op twitter @iewoman/#Femininsight.

Contact: marketing@sanomamedia.be - 02 776 27 12

Volg ook I'm every WOMAN op twitter @iewoman/#Femininsight.

Contact: marketing@sanomamedia.be - 02 776 27 12

Volg ook I'm every WOMAN op twitter @iewoman/#Femininsight.

Contact: marketing@sanomamedia.be - 02 776 27 12

Download hier de presentaties met de resultaten per sector: 

Beauty
Fashion
Food


Volg ook I'm every WOMAN op twitter @iewoman/#Femininsight.

Contact: marketing@sanomamedia.be - 02 776 27 12

Download hier de presentaties met de resultaten per sector: 

Beauty
Fashion
Food


Volg ook I'm every WOMAN op twitter @iewoman/#Femininsight.

Contact: marketing@sanomamedia.be - 02 776 27 12

• Mums with young children are embracing the internet and the internet is playing a crucial role in helping mums enrich and keep in control of their busy everyday lives
• These digital mums with young children are developing a deeper engagement with online content. In addition to task-based activities they are now using the internet for relaxation and entertainment and to engage with other people online
• Digital mums with young children are participating and personalising their web experience. They are connecting via social networking sites and contributing to forums and blogs
• The online activities and shopping habits of digital mums with young children varies significantly compared to those without young children. Advertisers should be aware of these differences in order to outreach to their target market

• "Digital mums" need new model @ warc.com
• Digital Mums with Young Children Executive Summary @ eiaa.net [.pdf]

• slightly more than nine in 10 moms use Facebook (93%) and email (91%) to communicate
• a little more than one in three moms use Twitter (36%) and personal blogs (34%)
• a near-universal 98% of moms with email accounts check them at least once a day

• Online Moms Use Facebook, Email @ marketingcharts.com
• Mothers Rely on Friends’ Email & Facebook for Health Information @ lucidmarketing.com

While the soap audience has been shrinking for decades, driven by more women in the workplace and a 200-channel universe, the genre's decline appears to have accelerated over the past few years with the meteoric rise of social gaming.

From Newsweek's The Richer Sex - Companies had better cater to women:

Even before the financial crisis, the spending power of women was increasing in both rich and poor countries. The downturn has accelerated the trend, particularly in the United States. American men lost more jobs (they worked in the hardest-hit areas like financial services and manufacturing), whereas women started more companies. The pay gap has also continued to decrease. In 35 percent of double-income households in the United States, wives now make more than their husbands, up from 28 percent five years ago. Assuming the trend continues, the average woman will make more than the average man by 2024.

• “It’s no accident that Apple is the only company in the technology arena making any money,” says Michael J. Silverstein, a partner at Boston Consulting Group. “They make things that are beautiful, and you can charge a lot more for them.”
• Nintendo is doing a brisk business selling fitness-oriented Wii games to women.
• Best Buy has added a concierge service (à la Apple) to appeal to female shoppers.
• In Britain, one of the top players in financial services is also a grocery store—Tesco—which women trust with their food shopping, then later their savings accounts and car insurance.

"[I]t is disappointing to me that in the year 2011 so many young women continue to assert their self worth via their physical appearance -- in this case, by posting photos of themselves on Facebook as a form of advertisement. Perhaps this reflects the distorted value pegged to women's looks throughout the popular culture and in reality programming from 'The Bachelor' to 'Keeping Up with the Kardashians'."

"[I]t is disappointing to me that in the year 2011 so many young women continue to assert their self worth via their physical appearance -- in this case, by posting photos of themselves on Facebook as a form of advertisement. Perhaps this reflects the distorted value pegged to women's looks throughout the popular culture and in reality programming from 'The Bachelor' to 'Keeping Up with the Kardashians'."

• keep up with friends and family
• get entertained
• share information
• give advice

• Women buy beauty products offline at a rate four times greater than online .
• Women research online and buy offline.
• Familiar bloggers are more helpful (61% ) for providing beauty product advice than store websites (46%), social networks (33%) or message boards (20%).
• Women are just as likely to trust the beauty product advice from a Parenting (43%), Health (42%) or Lifestyle (37%) blog as from a Beauty and Fashion blog (43%).
• Blogs are more than two times more likely (63%) than magazines (26%) to have inspired a beauty product purchase over the last six months.

• Gilt Groupe [...] stages online 'flash' sales, offering women's, men's and children's designer apparel and accessories, designer home goods and high-end travel destinations at discounted prices in a limited time sale format, typically 36 to 48 hours. In 2009, FastCompany called it the "darling of luxury-obsessed bargain hunters.
• Zynga [...] develops browser-based games that work both stand-alone and as application widgets on social networking websites such as Facebook and MySpace.
• Groupon is a deal-of-the-day website that is localized to major geographic markets in the United States, Canada, Brazil, Germany, France, the United Kingdom, Italy, Portugal and Spain.

• Women on the Web: How Women are Shaping the Internet @ comscore.com
• Women Prefer Social Networking, Email Over Shopping : ViziSense @ watblog.com
• What Do Women Need Online? Yahoo! Connectonomics study looks at marketing to women @ yadvertisingblog.com
• Here's Why Women Will Drive The Future Of The Internet (And What The Internet Is Turning Into) @ businessinsider.com
• The Men and No Women of Web 2.0 Boards (BoomTown’s Talking to You: Twitter, Facebook, Zynga, Groupon and Foursquare) @ kara.allthingsd.com

• She is yearning for information and affirmation (wants to know she's doing things the 'right' way)
• She considers trust a key factor in choosing brands

• Finding the best quality and lowest price are the top reasons women seek information on toys
• New Moms are key to the category: more than three-quarters of New Moms seek out and share information/opinions on toys

• How Women Approach Toy Purchases @ harbingerideas.com

Women want authenticity. [...] In the day of YouTube, Flickr, Facebook, product reviews, etc., women crave authenticity. Marketing materials that use real people and real language are often more persuasive. [...]
Women are aspirational. [...] While women trust authenticity and transparency, they also yearn to be a better version of themselves.  Yes, they would like to be driving a nicer car, be skinnier, have better skin, and wear more fashionable shoes, clothes and accessories.[...] Aspirational marketing can be very powerful because it taps into self-identity. 

Keep it authentic whenever possible, and show her a slightly better version of who she is, someone who fits in with her self-identity, or at least the self she feels she can realistically be.

Women want authenticity. [...] In the day of YouTube, Flickr, Facebook, product reviews, etc., women crave authenticity. Marketing materials that use real people and real language are often more persuasive. [...]
Women are aspirational. [...] While women trust authenticity and transparency, they also yearn to be a better version of themselves.  Yes, they would like to be driving a nicer car, be skinnier, have better skin, and wear more fashionable shoes, clothes and accessories.[...] Aspirational marketing can be very powerful because it taps into self-identity. 

Keep it authentic whenever possible, and show her a slightly better version of who she is, someone who fits in with her self-identity, or at least the self she feels she can realistically be.

• web sites (70%) have now surpassed traditional forms of word-of-mouth (58%) as women's preferred method for getting the word about products and services
• when it comes to sharing information or opinions, women are still nearly three times more likely to do so with family and friends than to go online.

• Breakthrough study by Harbinger: New dynamics of word-of-mouth/social media among women
• Harbinger Press Release (.pdf)

• Moms are finding 24 hours each week out of their busy schedules to use technologies such as a computer (89%), the Internet (87%) and mobile (84%) to help organise their lives.
• Moms don't waste time when they log on - 3 out of 4 are task oriented and have a clear idea of what they need to achieve.
• Much of their online activity centers on their children's health and organizing family life and finance:
• 71% to seek discounts and deals
• 71% to find recipes
• 62% for family activities, entertainment and travel
• 59% for personal health questions
• 56% to find arts/crafts projects
• 54% for holiday planning and activities
• 50% to find dieting information
• 49% for beauty/style
• 46% to seek answers for financial questions
• 42% for parenting advice
• 41% to answer questions on baby/pregnancy

• what deals entice them the most
• what avenues they use to find coupons
• how they share the best deals with others
• what offers make them stray from their favorite brands

• Focusing on underlying needs enables deeper emotional connections with women, for product, marketing and content functions.
• The most important needs for women revolve around personal growth, as well as their interdependencies on others in their lives.

• Understanding how channels deliver differently on needs allows for fine tuning of marketing communications.
• Social networking and IM are used most often by women. These channels enable women to stay connected and share information, but these connections are more casual. Marketing messages are often ignored in these environments.
• Women’s lifestyle and Special interest sites fulfill the most needs for women. These channels also offer anonymity which results in deep emotional connection.
  
• Email continues to be one of the stronger channels in terms of usage and a great channel for content sharing.

• Women’s lifestyle sites, specialty sites and review sites are ideal platforms for delivering marketing messages.
• These channels deliver 3x the impact on purchase decisions compared to other online channels.
• Women are most open to advertising on these channels especially compared to communication.

• Social networking sites reach a higher percentage of women than men globally: 75.8 percent of all women online visiting a social networking site in May 2010 versus 69.7 percent of men
• women spend 30 percent more time on social networking sites than men
• women spend 8 percent more time online
• women spend 20 percent more time on Retail sites overall than men

• Download whitepaper
• full comScore Press Release 

1. networking/meeting new people (77%)
2. keeping up with news (60%)

• that the business provides useful information in its Twitter feed (68%)
• a desire to find out about the company's products or services (67%)
• to get good deals (60%).
• because they're already customers. (67%)
• to follow up on a retweet (41%)

• Moms Is A Subset of Women @ mediapost.com
• 2010 Marketing to Moms on Twitter Survey Results & Report $149 @ momreports.com