Women and The Social Web

Anne Hunter, VP Advertising Effectiveness, comScore, Inc.February 2, 2011

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Are men or women more engaged on the Web?

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Although men are in the majority across the global Web, women spend about 8% more time online.

Worldwide Audience (15+ accessing from Work or Home), April 2010

Source: comScore Media Metrix Worldwide

Global Internet Population, 18+ Total Time Spent Online

45.7%women

54.3%men

22.9 hrs24.8 hrs

+8%

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Are men or women purchasing more online?

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Divas Drive Dollars

U.S. Consumers, Non-Travel Internet Purchases, February 2010

Source: comScore e-Commerce Report

In the U.S., women are more

avid online buyers than men:

12.5% of women Internet users

made an online purchase in

February 2010, compared to 9.3%

of men.

50.2%42.1% 38.9% 41.8%

49.8%57.9% 61.1% 58.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Internet Users Internet Buyers Transactions Dollars

U.S. Males U.S. Females

50.2%42.1% 38.9% 41.8%

49.8%57.9% 61.1% 58.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Internet Users Internet Buyers Transactions Dollars

U.S. Males U.S. Females

Transactions Dollars

Women

Men

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How do Women use Social Media?

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Around the globe, women dominate the “Social Web.”

Globally, women spend an average of 16.3%of their time on social

networks, compared to only 11.7% for the men.

Globally, women spend an average of 16.3%of their time on social

networks, compared to only 11.7% for the men.

72.767.2

52.5 49.0

83.478.6

83.6 81.890.3 87.7

0.010.020.030.040.050.060.070.080.090.0

100.0

Females Males

Social Networking% Reach by Region and Gender

Worldwide

Asia Pacif ic

Europe

Latin America

North America

Worldwide Audience (15+ accessing from Work or Home), April 2010

Source: comScore Media Metrix Worldwide

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Twitter Reaches a Higher Percentage of Women World Wide

0.01.02.03.04.05.06.07.08.0

Twitter % Reach: Worldwide

Males 15+ Females 15+

Worldwide % Reach

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Women Are Spending More Time With Facebook Worldwide

Males

47% reach worldwide

8.9 minutes spent per visit

27.7 pages viewed per visit

Females

54% reach worldwide

10.4 minutes spent per visit

31.5 pages viewed per visit

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How do Moms Use the Social Web?

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Moms Are Heavy Consumers of Social Media and Over Represented on Most U.S. Social Media Sites

comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)

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Moms Spend More Time with Blogs in the U.S.

comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)

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Social Media Usage by Moms is Growing while Other Digital Forms of Connection are Starting to Decline in the U.S.

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Social Commerce Among Moms is Growing…

comScore Dec, 2011 (Moms defined as 21-49 with children under 18 in the home)

But they only make up 15% of visitors to these sites in the U.S.

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The Potential for Growth

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One Word: MobileWomen Lag on Smartphone Usage

comScore MobiLensU.S. and EU5 (France, Germany, Italy, Spain and U.K.)3 months average ending April 2009 to 3 months average ending April 2010

Smartphone Share: Men vs. Women

59% 60%

41% 40%

Jan-09 Jan-10

U.S.

Male Female

66% 63%

34% 37%

Jan-09 Jan-10

EU5

Male Female

Mobile Internet usage (browsing, apps, and email) skew 65-70% male—most likely driven

by more barriers to data plans.

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Marketer Impact

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Social Media is the Fastest Growing Source of Ad Impressions

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In Sales Categories Dominated by Women, the Web Works

*BehaviorScan® tests conducted over one-year period and reflect CPG ad campaigns’ typical reach while the comScore studies were conducted over a three-month period and reflect a 40% household Internet reach against target.

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Metrics to Measure Moms

#1 Know who you are engaging, are they moms? Coupon moms? Convenience moms? Tiger moms?

Ask– moms are often more responsive, so ask qualitative questions and listen to them talk about quality

Women are barraged, but can be more engaged

Measure your social messaging in advance, creative matters, they are predictors of virality

Recognize challenges of scale, need to balance small but vocal influentials vs. mass consumers in choosing metrics

– Brand sales is mass

– Brand fan pages are influential

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The Future: Women are just getting started, but are already shaping the web in important ways

The Internet: It’s Women’s WorkThe Internet: It’s Women’s Work

When women connect, they engage.

When they engage, they embrace.

When they embrace, they drive.