Beyond Influence: The New Decision-Makers

Microsoft® Advertising Women & Moms

Microsoft Advertising sites reach 82%of online women and moms in the US3

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It is well-known among marketers that women and moms influence as much as 85% of household purchases. But it’s not just about influence anymore. Women comprised 46.8% of the total U.S. labor force in 20081, and for the first time ever, more women earned PhDs than men last year2. Women are making their own money; they’re educated; and they’re becoming primary decision-makers across product categories. For marketers, they’ve emerged as a powerful target audience.

At Microsoft Advertising, our properties attract a lot of women and moms—82% of women online in the US,3 in fact—but we’re about much more than simply reach. Over the summer of 2010, we partnered with Millward Brown and pounded the pavements of our MSN, Windows Live, Xbox and Mobile virtual neighborhoods to find women between the ages of 18-64 who were ready and willing to share their opinions. Who are they? What are they thinking about? How do they shop? And how do they respond to advertising?

Some of what we discovered was expected. For example, women who go online with the mindset of self-improvement really love lifestyle sites, such as MSN Lifestyle and MSN Health & Fitness. But we also had a few surprises. Our Empty Nesters included more women living green and fit lifestyles than we’d imagined, and even our most task-oriented group of Organizers still finds time to seek out entertainment online. And those

decision-makers? They’re showing up in categories that have typically been dominated by men: 47% of our sample says they’re the primary decision-maker for electronics and appliances purchases.

Women on MSN, Windows Live, Mobile and Xbox trust Microsoft Advertising’s unique combination of technology and media to help them accomplish everyday tasks and stay organized, to keep them connected to friends & family and to enable them to relax, unwind and have fun. According to our research, their online behavior can be differentiated based on the following criteria:

• Technology use • State-of-mind • Lifestage • Shopping Attitudes

In the following pages, we’ll take a closer look at how women spend time on Microsoft Advertising sites. We’ll uncover what she expects from us as technologists and as publishers—and what she expects from you as marketers.

OverviewBeyOnd Big reach

TaBle Of cOnTenTs

1 US Dept. of Labor, 20092 The Council of Graduate Schools, Washington DC, September 20103 comScore, August 2010

TOpic Key QuesTiOns page #Overview Why do women matter to marketers?

Where are they spending their time and their money?1

Profiles & Insights Who is the Microsoft Advertising Woman? 2Mindsets What is her state-of-mind when online? 6Lifestage How does lifestage affect her behavior? 8Advertising Behavior What does she think about advertising? How does she take action? 10Competitive Comparisons Why does she visit Microsoft Advertising over other choices? 10Shopping Attitudes For what categories are women and moms primary decision-makers? 12Conclusion Five key take-aways & recommendations 13Appendix Methodology 13

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Syndicated research tells us a lot about our audience: they’re online; they’re engaged; and they have a higher buying power index than average. But it’s when we ask women directly how they use technology and in what mindset that things really get interesting. Based on technology usage, state-of-mind and site visitation frequencies, we developed 5 audience profiles in order to shed light on how our audience interacts with our sites: Tech Adopters, Connectors, Entertainers, Organizers and Recommenders.

These are not mutually exclusive groups; many women use technology to fulfill multiple purposes. However, these approaches aligned with consumers’ states-of-mind when visiting a variety of Microsoft Advertising sites. For example, women using technology to stay connected were more likely to use Windows Live Messenger to “connect with others.”

prOfiles & insighTswhO is The MicrOsOfT adverTising wOMan?

Tech adOpTers | 23% of The ToTAl sAMpleOur Tech Adopters identify as “early adopters of technology.” They are more likely than the overall sample to own smart phones, tablet computers (e.g., iPad), gaming consoles and eBook readers. 63% of tech adopters say they’re primary decision-makers for technology purchases (compared to 48% of the overall sample). This group is demographically diverse; they simply use a wider ecosystem of technology tools in their daily lives than the rest of the sample. Marketers should expect that as this group gets even more sophisticated over time, they’ll want connected experiences across devices.

“I’m always connected. [Hotmail is] easy-to-use and handy when sending files and pics fast.” – Hotmail User

daTa pOinT: TechnOlOgy useTechnOlOgies Owned Or accessed regularly

Tech AdopTers overAll sAmple

of tech adopters say they’re primary decision-makers for technology purchases.

63%75%73%

74%62%

36%23%

30%33%

34%24%

37%26%

6%3%

11%6%

14%9%

Desktop

Laptop

Web-enabled Smartphone

Non Web-enabled Wireless Phone

Multi-media Home Entertainment System

Gaming Console

Table (iPad, etc.)

eBook Reader

Car Communication System

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cOnnecTOrs | 41% of overAll sAMpleConnectors strongly agree that they rely on technology to keep them connected to friends and family, and they use at least one Microsoft Advertising site to stay in touch. Overall, this group uses a wider range of Microsoft Advertising sites to meet their connecting goals. They can be reached through both Hotmail and Messenger, where they regularly interact with friends and family—77% of Connectors use Hotmail, and 57% use Messenger when they’re in a connecting state-of-mind. Marketers should make it easy for Connectors to take the conversation outside the ad with compelling messages and easy sharing options.

“[Hotmail] is like fast texting through the internet. [You can] receive the message though your cell phone and others at home on the computer, so it makes it fast and simple to stay connected with friends and family.” – Hotmail User

of connectors use Hotmail everydayto reach friends

60%

73%56%

63%47%

53%36%

41%27%

daTa pOinT: eMail & iM

eMail & iM usage connecTors sTrongly Agree wiTh “i rely on overAll sAmple – emAil & im UsAge Technology To keep me connecTed To Friends And FAmily” - emAil & im UsAge

of connectors use Hotmail, and 57% use Messenger everyday to reach friends & family.

77%

Use Hotmail to Connect with Friends

Use Messenger to Connect with Friends

Use Hotmail to Connect with Spouse/Other Family

Use Messenger to Connect with Spouse/Other Family

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enTerTainers | 43% of overAll sAMpleMicrosoft Advertising Entertainers strongly agree that they use technology as a source of entertainment, and they visit at least one Microsoft Advertising site with the intention of having fun or unwinding. Not surprisingly, MSN Entertainment is one of their top 5 sites: 67% of entertainers visit microsoft Advertising’s entertainment sites to relax, unwind and have fun (MSN Entertainment, Wonderwall, MSN Movies, MSN TV, MSN Music) when in an entertainment state-of-mind. 16% visit MSN Games at least once per day. And 6% use Xbox at least once per day, although we expect that number to grow as Kinect extends the traditional male Xbox demographic to a wider, female audience. 44% have gaming consoles and 32% have multi-media home entertainment systems.

“Wonderwall writers deliver their gossip with a fun type of humor, originality, stylishness and flair... It’s entertaining!” – Wonderwall Reader

daTa pOinT: MicrOsOfT adverTising enTerTainers prefer Msn TO geT Their enTerTainMenT fix% Of MicrOsOfT adverTising wOMen whO sTrOngly agree ThaT They use TechnOlOgy fOr enTerTainMenT

80%

70%

60%

50%

40%

30%

20%

10%

0%Entertainers

aOl

yahOO

gOOgle

Msn

faceBOOK

of Entertainers visit Microsoft Advertising’s entertainment sites to relax, unwind and have fun.

67%

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OrganiZers | 28% of overAll sAMpleOrganizers strongly agree that they use technology to stay organized in all aspects of their lives. They are also likely to use at least one Microsoft Advertising site for the purpose of “getting things done,” including the MSN Homepage, Hotmail and Bing. While not seeking out connection as actively as some of our other segments, they do take frequent entertainment breaks and seek out self-improvement through MSN Lifestyle. 37% of organizers have web-enabled smart phones. Get them on the go and leverage your messaging to help and inform them, but don’t forget that they like to takes breaks for entertainment.

“Delish not only provides me with recipes, but also with other tools, like coupons and news.” – Delish Reader

recOMMenders | 22% of overAll sAMpleCurious, opinionated and willing to seek out more information, Recommenders strongly agree that they use technology to share information about products on blogs and message boards. While all Microsoft Advertising women in our sample have a high penchant for passing on advertising messages to others, Recommenders come in at nearly double the overall sample: 39% of recommenders have suggested a brand advertised on microsoft Advertising sites to a friend or family member. That’s significantly higher than the 7% average internet audience that passes along brand information, according to The Nielsen Company’s recent study, “The Increasingly Connected Consumer: Connected Devices” (October 2010). One of the most valuable audiences online, marketers should engage Recommenders as they are seeking connection with others via Hotmail and Messenger, and on “long tail” properties such as Xbox, where they make up a larger share of regular visitors and spend a considerable amount of time.

“I like the information and photos [on MSN Lifestyle sites]. Every day, MSN has something new to read and watch. Its information helps me find solutions to problems… or I can help my friends.” – MSN Lifestyle Reader

daTa pOinT: % Of MicrOsOfT adverTising wOMen & MOMs ThaT have recOMMended a Brand Based On an adverTiseMenT They saw On Msn, windOws live, xBOx Or MOBilerecOMMended The Brand TO friends & faMily

recOMMender

nOn-recOMMenders (Overall saMple)

40%

30%

20%

10%

0%

40%

22%

of recommenders have suggested a brand advertisied on Microsoft Advertising sites.

39%

daTa pOinT: OrganiZers have a higher Tendency TO plan and research purchases Online acrOss cpg caTegOriescaTegOry OrganiZers nOn-OrganiZers

20%16%

Beauty

OTC/Pharma

Household Items

Groceries

24%16%

29%24%

18%13%

of organizers have web-enabled smart phones.

37%

(compared to 7% average internet audience)

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Women on Microsoft Advertising sites go online to fulfill three core desires:

help me • Getting things done • Taking care of her family’s needs • Seeking opportunities to improve herself or her lifestyle

connect me • Connecting with others

entertain me • Having fun and seeking entertainment • Relaxing or unwinding

whaT’s On her Mind? MindseT MaTTers

prOfiles in acTiOnhOw TO use prOfiles in yOur Media plan

The MSN Homepage, a broad reach property with a wide variety of content, was in the top five sites for every mindset. 89% of the entire sample visits the msn homepage at least a few times per week. It was cited both as a place to “get things done” and a place to “relax and unwind,” suggesting that it’s an effective engagement tool for women in a variety of mindsets.

Not surprisingly, women seeking lifestyle improvements consistently turn to MSN’s lifestyle sites, including MSN

Lifestyle, MSN Health & Fitness and Delish. A significant segment also visits Delish to relax and to get things done, suggesting that Delish fulfills both aspirational and practical needs. While our entertainment sites appear when women are unwinding, women and moms on Microsoft Advertising sites also enjoy connecting with others on Hotmail to relax, suggesting that social interaction is an important part of entertainment.

We recommend utilizing the profiles to gain more insight into the motivations of Microsoft Advertising women and moms as you build your media plan and design creative. Our profiles also align to the behavioral targets on the Microsoft Media Network, so you can get more granular by layering relevant targeting into your plan. For example, if you are marketing a film that has recently been released to DVD, focus on reaching Entertainers across Microsoft Advertising entertainment sites, plus MSN Games and Xbox. Then, go even deeper with a behavioral targeting campaign targeted to “DVD Enthusiasts.”

prOfile MicrOsOfT Media neTwOrK BehaviOral TargeTs – exaMple segMenTs

Tech Adopters • Consumer Electronics Researchers • Smart Phone Shoppers

Connectors • Smart Phone Shoppers • Casual Gamers

Entertainers • Celebrity Gossip Fanatics • DVD Enthusiasts

Organizers • Health Insurance Researchers • Airfare Seekers

Recommenders • Online Power Shoppers • Political News Enthusiasts

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For media planners, we suggest focusing on sites that correspond to the user’s state-of-mind while relating the site experience to your brand messaging and campaign objectives. While contextual environments are important, consider adding sites that may not be as obvious. For example, CPG advertisers focusing on women who are task-oriented should also consider sites such as Hotmail to target women when they’re in a “getting things done” state-of-mind.

For creative, we recommend testing different approaches using these mindsets as guides. Under the “Help me” category, try tailoring your marketing message to appeal to her desire to complete tasks and take care of herself and her family. Practical elements such as coupons, checklists and tips & hints can attract her attention. When women are in a “connect me” mindset, know that you’re in a great place to spread a viral message; make sure it’s compelling enough that

freQuency

“I really rely on the MSN homepage. I like the headline pictures and articles that are of current interest.” – MSN Reader

Many Microsoft Advertising properties can be characterized as being high in visitation frequency or high in specific profile compositions. Properties such as MSN Autos, MSN Mobile, Glo, and Xbox LIVE have lower visitation frequencies than other Microsoft properties, but they feature a higher share of Recommenders. Marketers should work with their account teams to find the right mix of high-reach properties, while going deeper to engage specific high-value audiences that are more likely to pass on their message to other influential audience segments.

she’ll want to pass it on to friends. And don’t forget to make it easy to share. When you’re reaching women in an “entertainment” state-of-mind, you’ll want to make your message just as creative and visually stimulating as the online environment; leverage attention-grabbing ad units, rich media and video.

of the entire sample visits the MSN homepage at least once per week.

89%

siTe freQuency100

80

60

40

20

200

visi

tatio

n %

MSN Homepage

25 30 35 40

Hotmail

Microsoft Mobile Media

MSN AutosGlo

Xbox Live

recommenders %

MSN Entertainment

MSN News

DelishFox SportsWonderwall

MSN Health & FitnessMSN LifestyleBing

MSNBC

1. getting things done MSN Homepage, Hotmail, Messenger,

Bing, Delish, MSN Money

2. Taking care of my family needsMSN Homepage, MSN Health & Fitness,

Delish, MSN Money, MSNBC, Bing

3. seeking opportunities to improve herself or her lifestyle

MSN Homepage, MSN Lifestyle, GloMSN Health & Fitness, Delish

help Me

1. having fun or seeking entertainment

MSN Homepage, Hotmail, Messenger, Bing, Delish, MSN Money

2. relaxing or unwindingMSN Homepage, MSN Health & Fitness,

Delish, MSN Money, MSNBC, Bing

enTerTain Me

1. connecting with others Hotmail, Messenger,

MSN Homepage, Xbox LIVEcOnnecT Me

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lifesTage: yOung adulTs, prOfessiOnals, MOMs and eMpTy nesTershOw dO lifesTage deMOgraphics affecT BehaviOr?When compiling our Microsoft Advertising profiles, we found that most were demographically diverse. Tech Adopters, Connectors, Entertainers, Recommenders and Organizers all contain, young adults, professionals, moms with children of all ages and Empty Nesters (boomers without children in the home). When looking at these demographic groups, however, we found some points of differentiation.

yOung adulT wOMen: lOve enTerTainMenT and They’re geTTing inTO gaMing56% of Young Adult Women on Microsoft Advertising visit MSN Entertainment sites when having fun or seeking entertainment. Young adult women also have the highest percentage of gaming consoles (43%), supporting our theory that gaming is moving well beyond the realm of teens and 20-something males. Here’s what one young adult said about Xbox: “The one thing I like best is Xbox. You have games, movies, friends and even music all in one system.” This is a great example of how young people are seeking easy ways to connect and get entertainment in one place.But it’s not all Halo and Lady Gaga with this group. Young women on Microsoft Advertising sites are also interested in the practical: 22% of women 18-24 visit msn money a few times per week. “I like the blurbs [on MSN Money] about how to save money, particularly about budgeting.”

prOfessiOnal wOMen: shOp MOre and have MOre devicesFull-time employed women with incomes over $75K are generally tech-savvy, with devices ranging from laptops and smart phones to home entertainment centers and car communication systems. This group also has the most disposable income: 33% shop online 2-3 times a month, while 62% shop offline at least once per week. Full-time employed women also have a unique perspective on where work meets life. One woman likes the on-the-go ease of Hotmail: “I do contract work and I can always get my emails at any location with Hotmail.” Another appreciates a quick escape from her day: “[MSN Lifestyle] provides a short distraction from work without making me feel as if I’m goofing off.”

MOMs: are cOnnecTed and wanT siTes They can TrusTNew and experienced moms alike rely heavily on the Internet to learn about the products they need, save on purchases and share opinions with other moms. Overall, Microsoft Advertising Moms are more concerned with trust and security than our other segments. “The other websites I don’t trust. If it involves private information or personal data, MSN and BING are where we go and it’s easy and trustworthy.” Another mom agrees: “[I got to MSN for] trustworthiness; security; continuity of performance.”40% of moms visit microsoft Advertising properties when connecting with others and when getting things done. But their needs aren’t strictly pragmatic: 38% visit when looking to improve themselves or their lifestyles and 38% visit when relaxing or unwinding.

“[MSN Health and Fitness] gets to my specific needs for my whole family.” – MSN Health & Fitness Reader

eMpTy nesTers: care aBOuT healTh, reTireMenT planning and gaMingWhile Empty Nesters are not using the variety of devices our younger audiences utilize, their lifestyle needs are right in line with women overall. They are trying to live green and fit lifestyles. Many are also using the tools available on sites such as MSN Money to plan for retirement: 16% visit msn money a few times per week. “I really like when MSN added more info on the stock market on their home page. As you get close to retirement the ups/downs of the index funds become more and more of a concern.”21% of empty nesters also visit msn games daily. This group shops actively: 55% shop in stores at least once a week and 25% are shopping online 2-3 times per month.

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TechnOlOgy use

lifesTyle

TechnOlOgy Ownership

yOung adulTs nO Kids

(18-24)

full-TiMe eMplOyed

wOMen 25-55 (incOMe 75K +)

MOMs wiTh Kids under 18

(25-54)

sTay-aT-hOMe MOMs

(25-54)

eMpTy nesTers/BOOMers

(55-64)

Desktop Computer 55% 80% 76% 70% 77%Laptop Computer 81% 87% 72% 67% 69%Web-enabled Smartphone

32% 51% 37% 29% 24%

Non-Web-enabled Wireless phone

27% 34% 27% 35% 37%

Multi-media Home Entertainment System

27% 41% 29% 30% 27%

Gaming Console 43% 44% 45% 52% 19%Tablet (e.g., ipad) 6% 4% 3% 2% 1%eBook Reader 8% 11% 6% 7% 8%Car Communication System

8% 15% 9% 11% 12%

of full-time employed women shop online 2-3 times a month.

30%

respOnse TO “i Try TO lead a green lifesTyle”

Empty Nesters

Stay-At-Home Moms

Mom with Kids under 18

Full-time Employed Women

Young Adults

0% 70%10% 20% 30% 40% 50% 60%

“i Try To leAd A green liFesTyle” - sTrongly Agree “i Try To leAd A green liFesTyle” - Agree

respOnse TO “i Try TO lead a fiT lifesTyle”

Empty Nesters

Stay-At-Home Moms

Mom with Kids under 18

Full-time Employed Women

Young Adults

0% 20% 40% 60% 80%

“i Try To leAd A FiT liFesTyle” - sTrongly Agree “i Try To leAd A FiT liFesTyle” - Agree

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adverTising BehaviOrMicrOsOfT adverTising wOMen clicK, search & Buy

cOMpeTiTive landscapeMicrOsOfT adverTising wOMen & MOMs are lOyal TO MicrOsOfT siTes and TOOls

Overall, women on Microsoft Advertising sites are highly receptive to digital marketing campaigns. In March 2009, 16% of U.S. Internet users clicked on an ad, down 50% from July 2007.4 However, 49% of women and moms on microsoft Advertising sites say they have clicked on a banner ad, while 28% say they have purchased a product as a result of an advertisement on a Microsoft Advertising site.

Recommenders are the group most likely to take action based on digital advertising, closely followed by Entertainers and Connectors.

Overall prOfile

Microsoft Advertising Women tend to be loyal to MSN, Bing and other Microsoft sites. Here’s what some of them have to say about why:

• “I like MSN. It feels comfortable, and is easiest to use. I’m used to it; I like the look of it and the way it works.” – A Microsoft Advertising Mom

• “MSN & Bing seem to have clearer and cleaner lines for less confusion for those days when fatigue fogs the mind after a long day of looking at a computer screen at work.” – A Full-time Employed Woman

• “I find it [the MSN Homepage] very user-friendly. I’ve tried Yahoo, and others for my homepage, but usually everything is on MSN that I need.” – An Empty Nester

• “I am loyal to the brand. I only use Google if I don’t find what I want on Bing.” – A Stay-at-Home Mom

acTiOn % Overall saMple % recOMMenders

Clicked on the ad 49% 57%Went to the brand’s website for more information

46% 51%

Purchased the brand/ product advertised

28% 37%

Used search to find more information about the brand

47% 59%

Recommended the brand to friends and family

23% 39%

say they have gone on to purchase a product advertised on a Microsoft Advertising site.

28%

4 comScore Natural Born Clickers Study, Total US Population, 2009

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“MSN and MSNBC are all inclusive for local, national and international news and notifications. I haven’t found another source that equals or even comes near the coverage selection and professionalism that MSN manages and relays so well.” – MSNBC Reader

“I am an active stock trader. I use the stock chart news to help me determine when to get in on a stock or option.” – MSN Money Reader

Women and moms were asked: which of these media brands do you prefer when seeking the following topics/areas of interest?

news enTerTainMenT spOrTs MOney lifesTyle

msn 67% 63% 36% 41% 55%AOL 11% 12% 5% 5% 8%Yahoo! 25% 27% 12% 12% 20%Facebook 10% 33% 4% 4% 17%

MicrOsOfT adverTising wOMen & MOMs are lOyal TO Msn Over OTher pOrTalsHow would you describe your opinion of the following brands?

MicrOsOfT adverTising is alsO a TOp chOice fOr cOnTenT, especially lifesTyle, enTerTainMenT & news

MSN 60 28 10 21

34 28 29 5 4Yahoo!

45 23 18 5 9Facebook

9 11 46 14 20AOL

Very Favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable

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shOpping aTTiTudeshOw dO wOMen and MOMs shOp acrOss caTegOry?The days of women as influencers have evolved to women as decision-makers. Women and moms on Microsoft Advertising sites are decision-makers across a wide range of product categories: More than 90% are primary or shared decision-makers for all shopping verticals studied. Recommenders have an even higher tendency to be primary decision-makers in their households.

priMary decisiOn-MaKers

caTegOry priMary decisiOn-MaKer

– Overall

priMary decisiOn-MaKer – recOMMenders

Auto 37% 40%Beauty 81% 86%Casual Restaurants 49% 54%Clothing & Accessories 77% 79%Electronics & Appliances 47% 52%Financial Services 46% 52%Groceries 71% 70%Household Items 66% 69%Movie and Game Tickets 48% 53%Pharmaceuticals/OTC 66% 68%Technology 48% 55%Telecommunications 48% 55%Travel 49% 57%

of women & moms on Microsoft Advertising sites are primary or shared decision-makers for all shopping verticals studied.

90%

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cOnclusiOnfive Key TaKe-aways

insighT MarKeTer recOMMendaTiOn

Microsoft Advertising women and moms can be better understood through evaluating 5 profiles that combine technology use and state-of-mind: Tech Adopters, connectors, entertainers, organizers and recommenders.

While women and moms go online with varying needs, media planners and creatives can use these profiles to better understand women and moms’ motivations in order to engage them within the environments that match their state-of-mind. Layer in behavioral targets on the Microsoft Media Network for more granularity.

recommenders are a highly valuable audience: 39% have passed on a brand advertised on Microsoft Advertising sites to a friend or family member.

A higher percentage of Recommenders can be found on sites such Xbox LIVE, MSN Autos, Glo and Microsoft Mobile Media. combine the broad reach of the msn homepage with sites that have a high concentration of recommenders in order to get powerful reach, plus an audience that’s likely to influrnce others.

Women and moms on Microsoft Advertising sites exhibit three key desires when they go online: (1) help me (2) connect me and (3) entertain me.

marketers should focus on appropriate states-of-mind and relate them back to their brand to create more seamless experiences between content and brand messaging. As a result, your campaign is that much more likely to attract attention and be relevant to your audience.

While profiles are diverse, a breakdown of demographics illustrates that young adult women are getting into gaming; professional women tend to have more devices for keeping in touch; moms seek out trusted websites; and empty nesters are focused on health, online gaming and retirement planning.

seek out your audience within the environments that enable their needs. Consider gaming for young adult women, multi-screen campaigns for device-driven professionals, trusted sites with authentic voices for moms and health, retirement and online gaming content for Empty Nesters.

Microsoft Advertising Women are primary decision-makers across categories.

Marketers that treat women and moms as decision-makers and reach out with authentic messages will not only develop loyal customers, they will also tap into this audience’s proclivity to drive online conversations and share opinions about the brands, products and services they love.

MeThOdOlOgygroup of women on Microsoft Advertising properties. This document does not provide you with any legal rights to any intellectual property in any Microsoft product. You may copy and use this document for your internal reference purpose.

Visit us at advertising.microsoft.com

Please contact Kelly Jones or Sylvia Barney at Microsoft Advertising with questions.

In July 2010, Millward Brown and Microsoft Advertising surveyed 4,457 women in an online survey. 3,940 were recruited live from across the Microsoft Advertising network. Sites included the MSN Homepage, Glo, MSN Entertainment, Wonderwall, MSN Lifestyle, Delish, MSN Money, MSNBC, Microsoft Mobile Media, Xbox LIVE, MSN Auto, Hotmail and Messenger. Additionally, 517 women were recruited from an online panel. The study reported women’s attitudes and engagement with digital media. Data was analyzed and weighted based on comScore’s demographic profile of women 18-64 across Microsoft Advertising properties. The results provide self-reported insights into a representative

kelly Jones Marketing kellyjon@microsoft.com

sylvia Barney Research sbarney@microsoft.com

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