Hearst digital: We Know Women Online

Online Survey

Ran 7th July to 6th August

40 questions across 5 key insight areas

Sample 4566

Methodology

Cosmopolitan handbaggetlippy allaboutyou NetDoctor

Objectives of this research

1. Is online an important touch point for women?

2. Does online influence women in their choices / attitudes?

3. How important are social media activities to women?

4. How important is the role of environment to women?

5. Does online influence brand preference / pre-disposition?

Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices / attitudes?

3. How important are social media activities to women?

4. How important is the role of environment to women?

5. Does online influence brand preference / pre-disposition?

Who is she?

44% have children

71% in long-term relationships

86% are 20-55

Women’s Internet usage - by age

The large majority (85%) use the Internet daily, with most going online more than once a day. The 25 – 34 age group are the most frequent users.

Q3. How frequently do you use the internet? – n= 4560

The Internet is enhancing women’s lifestyles

Q5. To what extent do you agree with the following statements? (Strongly agree / agree) - n= 4527

6.51

6.09

4.62

4.56

4.34

3.03

1.40

0

1

2

3

4

5

6

7Internet

TV

Magazines

RadioNewspapers

Cinema

Posters

From a list of selected media, the Internet emerged as the most important overall in these women’s lives

For online women the Internet is No1

Mean ranking score, where 8=most important and 1=least

important.

Q6 Please rank the following in order of importance in your life. - n= 4439

Types of website visited by women

Q17. Which of the following types of websites do you visit? (Select all that apply) – n= 4533

The main websites visited are magazines, free email providers and social networks, with women 16-34 more likely to visit free email providers and social network sites. Women 16-24 are least likely to visit price comparison, e-commerce and newspaper websites.

Types of website visited by women

Q17. Which of the following types of websites do you visit? (Select all that apply) – n= 4533

Visits to video sharing sites show very wide variation, with propensity to visit decreasing as age increases. The same visiting pattern is observed for recruitment / career sites.

Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices / attitudes?

3. How important are social media activities to women?

4. How important is the role of environment to women?

5. Does online influence brand preference / pre-disposition?

Does online influence women in their choices / attitudes?

The Internet is the most widely used medium for most activities, being by far the main medium for researching topics.

Q7. Please indicate which media you use for each of the following activities. (Select all that apply) – n=4516

They love to shop online

97% have purchased goods or services online

With 70% having made a purchase within the last two weeks

Products researched onlineHolidays and travel are the products most likely to be researched online followed by electrical / household goods and gifts for friends and family.

Q9. Which of the following products do you research or buy online? – n= 4451

Products purchased onlineFilms / books / music, event tickets, gifts, and clothes / accessories are the products most likely to be purchased online.

Q9. Which of the following products do you research or buy online? – n= 4451

Benefits of shopping online

Benefits of online shopping Percentage

The Internet allows to compare prices before I purchase

84%

The Internet allows me to research products before I purchase things

83%

It saves me time 74%

I save money when I shop online 65%

More choice and variety of things to buy 62%

Q11. Which of the following do you see as the benefits of shopping online? (Select all that apply)– n= 4547

What do women do onlineFor virtually each activity the tendency to engage online decreased as age increased. This was particularly apparent for downloading music as well as the other two most common activities of downloading / sending photos and watching TV / video online.

Q24. Which, if any, of the following do you do online? (Select all that apply) – n= 4539

Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices / attitudes?

3. How important are social media activities to women?

4. How important is the role of environment to women?

5. Does online influence brand preference / pre-disposition?

Web 2.0 – by age

Q23. Do you use any of the following? - n= 4543

While the proportions using Wikipedia, instant messaging and social network applications decrease as age increases, usage of online forums and RSS feeds shows relatively little variation by age.

Social network usage – by age

Q20. Please indicate if you are a member of, or visit, the following social networks.

Facebook has by far the highest penetration among women 16-34, while Friends Reunited ranks first among women 45 or over.

Q20. Please indicate if you are a member of, or visit, the following social networks.

Frequency of using social networks – by age

Q21. How frequently do you log on to your social network/(s)? - n= 3283

72% of women use social networks. Of these, 46% use at least once a day. There is considerable variation by age, with frequency of use decreasing as age increases.

Reasons for using social networks – by age

Q22. For which of the following reasons do you use social networking? (Select all that apply) - n= 3260

Younger women are more likely to use social networking for multiple activities. While the main reason 16 – 34 year olds use it is for connecting with people, women aged 35 or above use it most often to see what other people are doing.

Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices / attitudes?

3. How important are social media activities to women?

4. How important is the role of environment to women?

5. Does online influence brand preference / pre-disposition?

Frequency of using women’s websites – by age

.71% of women visit women’s websites at least once a week, with16-34 year olds visiting more frequently

Q12. How frequently do you visit women's websites (e.g. handbag.com, glamour.com, vogue.com, ivillage.com)? - n= 4166

Main reasons for visiting women’s websites – by age

Q13. What are your top three reasons for visiting women's websites? (Select up to three) - n= 4091

.

Overall, the main reasons for visiting women’s websites were time out, inspiration, relaxation and a ‘quick fix’. Inspiration and ‘quick fixes’ were bigger drivers for women 16-34, with time out and relaxation sought more by women 35 or over.

Q13. What are your top three reasons for visiting women's websites? (Select up to three) - n= 4091

0%

10%

20%

30%

40%

50%

60%

Time out (from a task)

Inspiration To get a quick fix Relaxation Indulges the woman within

Information gathering

16-24

25-34

35-44

45 or over

Content preferences for women’s websites - by age

Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106

XXXXXXXXXXXXXX..

There was considerable variation by age for all topics. Interest in food / recipes, health, and home inspiration rose as age increased. Conversely, interest in beauty, fashion, celebrity gossip, and hair inspiration increased as age decreased.

Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106

Content preferences for women’s websites - by age

Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106

XXXXXXXXXXXXXX.XXXXXXXXXXXXXX..

Apart from environmental issues, interest in all topics increased as age decreased. Variation in interest levels was particularly marked for love / relationship and sex advice, with women 16-24 expressing particular interest in these subjects.

Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106

Attitudes towards types of websites

Q19. To what extent do you agree with the following statements in relation to? (Strongly agree / agree)

There tended to be higher agreement with the statements in relation to magazine websites, particularly regarding inspiration. Portals emerged top in making life easier, with blogs clearly ranking lowest on this measure.

Q19. To what extent do you agree with the following statements in relation to? (Strongly agree / agree)

Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices / attitudes?

3. How important are social media activities to women?

4. How important is the role of environment to women?

5. Does online influence brand preference / pre-disposition?

What makes women click on an online advertisement

Q28. Which of the following make you click on an online advertisement? (Select all that apply) – n= 4530

22%

24%

34%

39%

54%

63%

0% 20% 40% 60% 80%

If it is something new

If the advertisement looks good

If someone has already recommended the brand to me

If the brand is relevant to my lifestyle

If I want to find out more about the product

An offer / competition

The two main reasons why women click on an online advert are offers / competitions and if they want to find out more about a product.

Q28. Which of the following make you click on an online advertisement? (Select all that apply) – n= 4530

Online advertising tests positively

Q26. To what extent do you agree with the following statements? (Strongly agree / agree) – n= 4482

The majority of women like to see reader offers and promotions online, and state that they are more likely to respond to adverts relevant to website content.

Q26. To what extent do you agree with the following statements? (Strongly agree / agree) – n= 4482

Relevance of advertising to website

Q27. Would you like to see advertising being more relevant in specific parts of the website e.g. fashion brands in the fashion channel? – n=4520

Half of the respondents would like advertising to be more relevant to specific parts of the website, such as fashion advertising in the fashion channel

Q27. Would you like to see advertising being more relevant in specific parts of the website e.g. fashion brands in the fashion channel? – n=4520

Impact of online advertising

Q31. How often does online advertising affect the way you think and behave about the products or services that are advertised? (Agree / sometimes) – n= 4470

The main impact of online advertising on women’s behaviour is that it encourages them to learn more about the brand.

The main impact of online advertising on women’s behaviour is that it encourages them to learn more about the brand

56% of respondents stated online advertising encouragedthem to learn more about the brand

47% of respondents they are more likely to buy a brand after seeing it advertised online

44% of respondents tend to feel more positive about the brand if it advertised online

Summary For online women the Internet is No1

Online women find the Internet more important than any other medium for:

Researching topics Shopping ideas Inspiration

The Internet does effect their choices and attitudes, however this is reflective on their age

Social media plays an active role in their Internet use. There are clear trends when correlated against age, however some activities are ageless

Magazine/women websites are held in high regard as a source of inspiration

Advertising in an environment that is relevant to these women, will lead them to respond more favourably to your brand