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SCOPE OF THE SINGAPORE WOMEN DIGITAL STUDY
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COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO
THE SINGAPORE WOMEN
DIGITAL STUDY 2014
All rights reserved. No part of this report may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the SPH Magazines. For permission requests, please contact SPH Magazines.
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
SCOPE OF THE SINGAPORE WOMEN DIGITAL STUDY
How do women play?
How do women socialise?
How do women shop?
How do women decide?
WHAT DO YOU NEED TO KNOW ABOUT THE STUDY?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Monthly Personal Income/ Monthly Household Income
$3,546/$7,151
Study Sample Size
2,294 women
Graduates/Postgraduates
64%
Marital Status
52% married
PMEBs
74%
Respondents Aged 20-49
Median Age 32
THE FIRST AND LARGEST EVER STUDY CONDUCTED ONLINE ABOUT WOMEN AND THEIR DIGITAL HABITS IN SINGAPORE
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
DEVICE OWNERSHIP AND USAGE PATTERNS HOW DO WOMEN PLAY?
WHAT DEVICES ARE MOST WIDELY USED?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Smartphones
97%
Computers
80%
Tablets 57%
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
44%
20-24 years
55%
25-29 years
58%
30-34 years
62%
35-39 years
64%
40-44 years
50%
45-49 years
TABLETS. WHO OWNS MORE OF THEM?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
HOW CONNECTED ARE WOMEN?
Average number of devices owned :
2.4
Those who own smartphones/ tablets/ computers:
46%
HOW ATTACHED ARE WOMEN TO THEIR TECH TOYS ON A DAILY BASIS?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Tablets 1h 30min
Smartphones 3h 40min
Computers 4h 30min
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
WHAT ARE WOMEN DOING ON THEIR DEVICES?
62% Emails Social
Networking Games Shopping Streaming
Shows
88% 85% 54% 52% 37%
Smartphones
Emails Streaming Shows
Social Networking
Shopping Games
59% 58% 55% 53% 62%
Tablets
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
HOW MANY WOMEN READ MAGAZINES ON TABLETS?
36% of women read magazines on tablets
HOW DO WOMEN SOCIALISE?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
6-9am 9-12pm 12-2pm 2-6pm 6-8pm 8-12pm 12-6am
BEST TIME TO GET WOMEN’S ATTENTION ON SOCIAL MEDIA?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
PRIMETIME
WOMEN’S KEY ACTIVITIES ON SOCIAL MEDIA?
Viewing/ Posting Photos
82%
Reading News Updates
77%
Posting / Viewing Comments
58%
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Follow Brands/ Celebrities
58%
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
HOW DO WOMEN SHOP?
ARE WOMEN SHOPPING ONLINE?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
90% of them do
WHAT DO WOMEN BUY ONLINE?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Fashion 92%
Travel 80%
Dining 65%
Beauty Services 49%
Newspapers/ Magazines/Books (Digital Version)
48%
Cosmetics 48%
Gadgets 45%
Toiletries 40%
Household 37%
Financial Products 36%
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
$673
$191
$100 $94 $92 $91 $75 $66
Travel Fashion Cosmetics Gadgets Dining Financial ProductsBeauty Services Toiletries
*Expenditure over a 3 month period
HOW MUCH ARE THEY BUYING ONLINE*?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Sales 83%
Wide Range of Products 81%
Free Shipping 81%
Low Prices 80%
WHAT KEEPS WOMEN COMING BACK TO SHOP ONLINE?
HOW DO WOMEN DECIDE?
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
I welcome creative advertisements on both print and digital formats
91%
I am more inclined to buy if ads appear on both print and digital/online
85%
Brands that advertise on both print and digital get their message to consumers better
87%
ARE INTEGRATED CAMPAIGNS GOOD INVESTMENTS?
43% visited
53% 50%
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
57% did not
POPULAR BLOGGERS. HOW MANY PAY ATTENTION TO THEM?
50% 44%
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
44%
66% The latest gossips and their personal lives
62% The latest trends to pick up
50% See products they are endorsing
44% Get credible information and advice
POPULAR BLOGGERS. DO WOMEN CARE WHAT THEY SAY?
HOW RECEPTIVE ARE WOMEN TO ONLINE ADS?
*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements
Attitudes towards brands advertising on women's websites/magazines
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
Pick up shopping ideas after looking at ads
87%
Have better idea of product from seeing ads
85%
Do not mind receiving newsletters, promotions
and emails
75%
*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements Attitudes towards brands advertising on women's websites/magazines
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
WHAT DRIVES CONSIDERATION FOR ONLINE PURCHASE?
Positive word of mouth is very important in
influencing purchases
94%
Would usually buy products after seeing positive reviews from
experts
87%
Trust editorial endorsements
64%
Trust brands that advertise more
53%
58%
*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements
Attitudes towards brands advertising on women's websites/magazines
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
WOMEN ARE STRONG BRAND ADVOCATES!
Will recommend brands they are loyal towards to
friends
87%
Buy more products of brands they are
loyal to
85%
Will recommend to friends brands they
see advertising online
74%
KEY TAKEAWAYS
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO THE SINGAPORE WOMEN DIGITAL STUDY 2014
KEY TAKEAWAYS
COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO
KEY TAKEAWAYS
THE SINGAPORE WOMEN DIGITAL STUDY 2014
Reach more women by going on multiple platforms.
1
Visuals are important on social media!
2
Grow your business through e-commerce.
3 Women trust expert opinions.
4
Women respond to creative integrated ad campaigns.
5
Produced by
Insights & Intelligence Unit