Digital Habits

Digital HabitsWomen 25-34

Arum Nixon

Digital Habits: Women 25-34

The Basic Information

• The data focuses specifically on a target audience of women aged between 25 and 34

• Additional data factoring in hot beverage consumption in this target audience has been added where available

• Almost all of this target audience has accessed the internet

Where, when and how the internet is being accessed

2

99.4%

0.6%

Ever Accessed the Internet

Never Accessed the In-ternet

Source: Roy Morgan 2014

Females & 25-34 Year Olds Spend More Time Online at Home


2 out of 3 25-34 Year Olds access the internet mostly at home

At hom

e on

wee

kday

s/ev

ening

s

At hom

e on

the

weeke

nd

At wor

k

At sch

ool, u

ni, c

olleg

e, in

a lib

rary

0%20%40%60%80%

Point of Access

Male

Female

Access Point

Per

cen

tag

e

At home on weekdays/evenings

At home on the weekend

At work0%

10%20%30%40%50%60%70%80%

67%

11% 15%

Most used internet access location

25-34

Locations

Per

cen

tag

e

Source: Nielsen 2014

Women 25-34 are Mostly on the Internet in the Evening


60% from 5-10PM, 35% above average use from 10-12PM

Midn

ight t

o 6:

59am

7am

to 8

:59a

m

9am

to 1

1:59

am

Noon

to 2

:59p

m

3pm

to 4

:59p

m

5pm

to 9

:59p

m

10pm

to 1

1:59

pm

TOTAL

Ever A

cces

sed

the

Inte

rnet

0.0%

40.0%

80.0%

120.0%

When the Internet is Being Accessed

Women 25-34

Women 25-34 hot drinks (L7 days)

Times

Per

cen

tag

e

Midn

ight t

o 6:

59am

7am

to 8

:59a

m

9am

to 1

1:59

am

Noon

to 2

:59p

m

3pm

to 4

:59p

m

5pm

to 9

:59p

m

10pm

to 1

1:59

pm

TOTAL

Ever A

cces

sed

the

Inte

rnet

04080

120160

82112 121 130 110 113 135

105

When the Internet is Being Accessed

Women 25-34


Times

Ind

ex


Females & 25-34 Year Olds Favor Laptops Over Desktops When Accessing the Internet


Desktop PC Laptop/Notebook Mobile phone0%

10%

20%

30%

40%

50%

60%

Device Used

Female

Male

Type

Per

cen

tag

e

Desktop PC Laptop/Notebook Mobile phone0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Device Used

25-34

Type

Per

cen

tag

e


How the Internet is Being Used


Usage habits and behaviors of Women 25-34

0.0%

40.0%

80.0%

120.0%78.1%

6.6% 3.6% 0.7% 1.2% 0.3% 7.1%

99.4%Internet Usage

Women 25-34


Frequency

Perc

en

tag

e

Women 25-34 are Regular Internet Users


78% use the internet more than once a day, 20% above average

More than once a day

Once a day A few times a week

Once a week A few times a month

Once a month Less often than once a

month (From April 2012)

TOTAL Ever Accessed the

Internet

0

20

40

60

80

100

120

140

Internet Usage

Women 25-34


Frequency

Ind

ex


The Target Audience are looking to the Internet to Participate in a Range of Activities


Nearly 20% more than average across all categories

Did on

e or

mor

e ge

nera

l act

ivitie

s

Did on

e or

mor

e co

mm

unica

tion

activ

ities

Did on

e or

mor

e ba

nking

& fin

ance

act

ivitie

s

Did on

e or

mor

e bu

ying,

sell

ing, s

hopp

ing a

ctivi

ties

Did on

e or

mor

e blo

gs &

onli

ne c

omm

unitie

s ac

tivitie

s

Did on

e or

mor

e ot

her i

nter

activ

e ac

tivitie

s

Did on

e or

mor

e re

sear

ch &

info

rmat

ion a

ctivi

ties

Did on

e or

mor

e en

terta

inmen

t & a

mus

emen

t act

ivitie

s

Did on

e or

mor

e ad

verti

sing

activ

ities

Did on

e or

mor

e int

erne

t act

ivitie

s0

20

40

60

80

100

120

140

160

180

Online Activities (In the last 4 weeks)

Women 25-34


Activities

Ind

ex


The Majority of Women 25-34 Use the Internet to Communicate


85% use the internet for communication activities

Did on

e or

mor

e ge

nera

l act

ivitie

s

Did on

e or

mor

e co

mm

unica

tion

activ

ities

Did on

e or

mor

e ba

nking

& fin

ance

act

ivitie

s

Did on

e or

mor

e bu

ying,

sell

ing, s

hopp

ing a

ctivi

ties

Did on

e or

mor

e blo

gs &

onli

ne c

omm

unitie

s ac

tivitie

s

Did on

e or

mor

e ot

her i

nter

activ

e ac

tivitie

s

Did on

e or

mor

e re

sear

ch &

info

rmat

ion a

ctivi

ties

Did on

e or

mor

e en

terta

inmen

t & a

mus

emen

t act

ivitie

s

Did on

e or

mor

e ad

verti

sing

activ

ities

Did on

e or

mor

e int

erne

t act

ivitie

s0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Online Activities (In the last 4 weeks)

Women 25-34


Activities

Pe

rce

nta

ge


Half of the Target Audience Makes Purchases Online


60% higher than average

Women 25-34 Women 25-34 who drink hot drinks L7 Days

130

140

150

160

Online Product Purchase (last 4 weeks)

Consumer Group

Ind

ex

Women 25-34 Women 25-34 who drink hot drinks L7 Days

46.0%

50.0%

54.0%

58.0%

Online Product Purchase (last 4 weeks)

Consumer Group

Per

cen

tag

e


30% of the Target find the Internet Most Useful While Purchasing Groceries


80% above average

Newsp

aper

s

Mag

azine

s

Catalo

gues

Radio

Televis

ion

Inte

rnet

Yellow

Pag

es0

20

40

60

80

100

120

140

160

180

200

Platform Usefulness (groceries)

Women 25-34


Media ChannelIn

dex

Newsp

aper

s

Mag

azine

s

Catalo

gues

Radio

Televis

ion

Inte

rnet

Yellow

Pag

es0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Platform Usefulness (groceries)

Women 25-34


Media Channel

Per

cen

tag

e


Most Female & 25-34 Year Old Social Media Use Happens in the Early Evening


Between 6PM and 8PM

Early

mor

ning

Befor

e 9a

m

Mor

ning

9am

- be

fore

12p

m

Lunc

h tim

e12p

m -

befo

re 2

pm

Early

Aftern

oon

2pm

- be

fore

4pm

Late

Afte

rnoo

n 4p

m -

befo

re 6

pm

Early

Evenin

g 6p

m -

befo

re 8

pm

Mid

Evenin

g 8p

m -

befo

re 1

0pm

Late

Eve

ning

10pm

onw

ards

0%

15%

30%

45%

Social media Usage Times

25-34

Time of Day

Per

cen

tag

e

Early

mor

ning

Befor

e 9a

m

Mor

ning

9am

- be

fore

12p

m

Lunc

h tim

e12p

m -

befo

re 2

pm

Early

Aftern

oon

2pm

- be

fore

4pm

Late

Afte

rnoo

n 4p

m -

befo

re 6

pm

Early

Evenin

g 6p

m -

befo

re 8

pm

Mid

Evenin

g 8p

m -

befo

re 1

0pm

Late

Eve

ning

10pm

onw

ards

0%10%20%30%40%

Social media Usage Times

Female

Axis Title

Axis Title


Social Media Channel Breakdown


Female & 25-34

37%

7%7%9%

6%1%

2%

1%

9%

5%

2%

1%12%

25-34

Facebook Google +

Instagram LinkedIn

Pinterest Reddit.com

Snapchat Tumblr

Twitter WhatsApp

Whirlpool forums Wikipedia

YouTube

42%

7%7%6%

7%1%3%

3%

7%

3%

1%

1%

10%

Female

Facebook Google +

Instagram LinkedIn

Pinterest Reddit.com

Snapchat Tumblr

Twitter WhatsApp

Whirlpool forums Wikipedia

YouTube


Receptiveness to Digital Technology


Usage and attitude data

60% of Women 25-34 are Online While Watching TV


To find out more about Multi-Screening click here

I fee

l com

forta

ble g

iving

my

pers

onal

deta

ils o

ver t

he in

tern

et

I like

to s

urf t

he n

et w

hile

watch

ing T

V

I kee

p m

y co

mpu

ter u

p to

dat

e with

sec

urity

sof

twar

e

I reg

ularly

dele

te c

ookie

s

I only

buy

from

onli

ne re

taile

rs I

know

I only

buy

from

Aus

tralia

n on

line

stor

es

I res

earc

h pr

oduc

ts a

nd s

ervic

es o

nline

but

buy

offli

ne

I ofte

n no

tice

adve

rtisin

g whe

n I w

atch

vide

os o

nline

I ofte

n no

tice

adve

rtisin

g whil

e I s

urf t

he n

et

I ofte

n cli

ck o

n ad

s whe

n us

ing th

e In

tern

et

I ofte

n re

ad In

tern

et p

op-u

p ad

s

I'm h

appy

to re

ceive

em

ail a

dver

tising

that

is re

levan

t to

me

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Internet Attitudes

Women 25-34


User Behaviors

Per

cen

tag

e


http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

60% of Women 25-34 are Online While Watching TV


60% higher than average

I fee

l com

forta

ble g

iving

my

pers

onal

deta

ils o

ver t

he in

tern

et

I like

to s

urf t

he n

et w

hile

watch

ing T

V

I kee

p m

y co

mpu

ter u

p to

dat

e with

sec

urity

sof

twar

e

I reg

ularly

dele

te c

ookie

s

I only

buy

from

onli

ne re

taile

rs I

know

I only

buy

from

Aus

tralia

n on

line

stor

es

I res

earc

h pr

oduc

ts a

nd s

ervic

es o

nline

but

buy

offli

ne

I ofte

n no

tice

adve

rtisin

g whe

n I w

atch

vide

os o

nline

I ofte

n no

tice

adve

rtisin

g whil

e I s

urf t

he n

et

I ofte

n cli

ck o

n ad

s whe

n us

ing th

e In

tern

et

I ofte

n re

ad In

tern

et p

op-u

p ad

s

I'm h

appy

to re

ceive

em

ail a

dver

tising

that

is re

levan

t to

me

020406080

100120140160180

Internet Attitudes

Women 25-34


User Behaviors

Ind

ex


A Quarter of the Target Audience are Early Adopters of Technology


Although above average in this group, under indexed in the Digital Life Segment

Technology Early Adopters

Professional Technology Mainstream

Digital Life Older Tech Explorers

Technology Traditionalists

Technophobes0

20406080

100120140160180

Technology Attitudes

Women 25-34


Consumer Group

Ind

ex


Technology Early Adopters

Professional Technology Mainstream

Digital Life Older Tech Explorers

Technology Traditionalists

Technophobes0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Technology Attitudes

Women 25-34


Consumer Group

Per

cen

tag

e

13% of Women 25-34 Spend 4+ Hours Per Day


Index above average across all super user categories

0.0%

4.0%

8.0%

12.0%

Super Users

Women 25-34


Amount of Time Spent on Internet

Perc

en

tag

e

0

60

120

180

Super Users

Women 25-34


Amount of Time Spent on Internet

Ind

ex


Documents

Digital Habits