One million mothers

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Slides of my presentation at Digital Marketing First 09, with results of the InSites field research on the behaviour and motivations of Belgian women online - this time with a strong focus on women with children.

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<ul><li> 1. One million mothers Clo Willaerts, 22 October 2009</li></ul> <p> 2. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 3. Operating Countries Sanoma Magazines 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 4. Women hold up half the sky. (Mao Tse-Tung) 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 5. http://issuu.com/bnox/docs/vrouwenonline http://issuu.com/bnox/docs/femmesonline </p> <ul><li>InSites Field Researchcommissioned by Sanoma Magazines Belgium </li></ul> <ul><li>Period:April 2009 </li></ul> <ul><li>Method: Online questionnaire </li></ul> <ul><li>Data collection sources:</li></ul> <ul><li><ul><li>InSites TalkToChange Community ( 1.010 p ) </li></ul></li></ul> <ul><li><ul><li>Sanoma Magazines Belgium female sites opt-ins ( 1.192 p) </li></ul></li></ul> <ul><li>Screening &amp; Quota</li></ul> <ul><li><ul><li>Femaleonly </li></ul></li></ul> <ul><li><ul><li>Age18-65+ representative for female online population (BIM 08) </li></ul></li></ul> <ul><li><ul><li>Countries and languages:Belgium( 60/40 Dutch/Frenchlanguage </li></ul></li></ul> <p> 6. www.targetwomen.be http://www.slideshare.net/bnox/women-hold-up-half-the-sky 7. 8. The joys of motherhood 9. Getting pregnant 10. Pregnancy 11. Giving birth 12. Cute 13. Reality 14. Reality (2) 15. Reality (3) 16. Digital Moms: howspecialare they? 17. Internet Penetration in Belgium - gender 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines </p> <ul><li>The total Belgian online population (past 2 weeks) consists of5,5 millionusers</li></ul> <ul><li>of which2,58 Mare females.</li></ul> <ul><li>Source:telephone survey for the Belgian Media Mapping in 2008. </li></ul> <p> 18. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines Socio-demographic Profile Kids Sanoma Sample (N = 1192) Representative Sample (N = 1010) </p> <ul><li>About40%of online women are moms </li></ul> <ul><li>Sanoma reaches an equal proportion of moms </li></ul> <p> 19. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts Internet Segmentation 4 Segments Inexperienced Surfers 30% Social Explorers 28% Functional Surfers 32% Internet Adepts 28% Representative Sample (N = 1010) 20. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts Internet Profile Usage Moments </p> <ul><li>On an average day, mothers go online </li></ul> <ul><li><ul><li>34%in the morning or during breaks </li></ul></li></ul> <ul><li><ul><li>42%during lunch break </li></ul></li></ul> <ul><li><ul><li>51%just before dinner </li></ul></li></ul> <ul><li><ul><li>93%after having dinner </li></ul></li></ul> <ul><li><ul><li>22%use it after midnight as well </li></ul></li></ul> <p> 21. Belgian online mothers: time spent online </p> <ul><li>Mothers have gone slightly more recently online (most of them: since 2006) </li></ul> <ul><li><ul><li>depends on age (25-29 yr olds have been online for longer vs 40-54 yr olds) </li></ul></li></ul> <ul><li>Mothers go online less frequently than women without children </li></ul> <ul><li><ul><li>except for the younger mothers </li></ul></li></ul> <ul><li>Mothers stay online less longer </li></ul> <ul><li><ul><li>except for the younger mothers </li></ul></li></ul> <ul><li>Women with children have less time and it shows in their internet behaviour </li></ul> <p> 22. Internet as a life management tool </p> <ul><li>Mothers are the most likely group to</li></ul> <ul><li><ul><li><ul><li>admit that they struggle to find balance in their lives </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>feel negative emotions as a result</li></ul></li></ul></li></ul> <ul><li>Internet is a place they can go for help </li></ul> <ul><li>to findbalancein their life </li></ul> <ul><li>to gaincontrolof their life </li></ul> <ul><li>Whiletimespent online is substantial, it is perceived by many to save them time in the long run - time they would have had to spend running errands and waiting in queues. </li></ul> <ul><li>Source: How the internet is transforming the life of Modern UK Mums (Yahoo Network) </li></ul> <ul><li><ul><li>http: //l . yimg . com/ig/any/fu/mums . ppt </li></ul></li></ul> <p> 23. For Belgian mothers, internet is... </p> <ul><li>essential(62%)(-) </li></ul> <ul><li>convenient(74%)(+, esp. younger mothers) </li></ul> <ul><li>enrichingtheir experiences (64%) </li></ul> <ul><li>an essential step in thebuying decision process( 75% ) </li></ul> <p> 24. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines Belgian mothers online: internet activities </p> <ul><li>More popular: </li></ul> <ul><li>General information search 88% (90% monthly) </li></ul> <ul><li>Information about products or services they are planning to buy 84% (92% monthly) </li></ul> <ul><li>Comparing product features and pricing - 77% (83% monthly) </li></ul> <ul><li>Online banking - 30% (32% several times a week)</li></ul> <ul><li>Less popular: </li></ul> <ul><li>Chatting or instant messaging (56% never or hardly ever chats) </li></ul> <ul><li>Social networking (45% never or hardly ever logs in to social networks) </li></ul> <p> 25. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines General Information Search(55% Weekly ) Top 10 Most Consulted Topics(% monthly usage) </p> <ul><li>General news items 83% </li></ul> <ul><li>Healthcare 78% </li></ul> <ul><li>Cooking &amp; Recipes 76% </li></ul> <ul><li>Travel 67% </li></ul> <ul><li>Food 63% </li></ul> <ul><li>Clothing &amp; fashion 62% </li></ul> <ul><li>Home, garden &amp; decoration 60% </li></ul> <ul><li>Movies &amp; music 59% </li></ul> <ul><li>Personal body care 54% </li></ul> <ul><li>Finance &amp; banking 49% </li></ul> <p>Representative Sample (N = 1010) In the Sanoma sample,monthly consultation of these topicsis significantly higher (95% conf.) 26. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines Belgian online mothers: internet as a trusted source of information </p> <ul><li>Information aboutchildren &amp; parenting- 53% monthly (45%: trustworthy) </li></ul> <ul><li>Cooking &amp; recipes(74%: trustworthy) </li></ul> <ul><li>Government issuedinformation (71% trustworthy) </li></ul> <p> 27. 28. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts Trusted Content Food 29. 30. 23.10.09 Sanoma Magazines Marketing to women online - Clo Willaerts 23.10.09 Sanoma Magazines </p> <ul><li>90%of internet users use the internet to search for information that is not easily available elsewhere. </li></ul> <ul><li>80%use it to search information aboutproducts and services </li></ul> <ul><li>75%use it to compare different product alternatives. </li></ul> <p>General Information about Products &amp; Services(32% Weekly ) Internet Motivations 31. Shopping is a serious matter </p> <ul><li>In America, where female consumers make more than80% of discretionary purchases , companies have started tailoring their products and messages to appeal to women, in an effort to boost their sales. Source: Marketing to women | Hello, girls | The Economist http://www.economist. com/research/articlesBySubject/displaystory . cfm ? subjectid=1780456 &amp; story_id=13278440 </li></ul> <ul><li>71%of the Belgian online women are the responsible forgrocery shoppingin their family. Source:telephone survey for the Belgian Media Mapping in 2008. </li></ul> <p> 32. Shopping is a serious matter </p> <ul><li>97% of UK female Internet usersresearchproducts online and 92% of UK female Internet usersbuyproducts online. Source: eMarketer, February 2009 </li></ul> <ul><li>In the past year, UK female Internet users have made an average of 17online purchases of products/servicesand spent an average of 600. Source: eMarketer, February 2009 </li></ul> <p> 33. Online promotions </p> <ul><li>For moms the most effective way Brands can be promoted online, in descending order of likeness: </li></ul> <ul><li>1. Product samples offered online (47%) </li></ul> <ul><li>2. Coupons (40%) </li></ul> <ul><li>3. E-mails (9%) </li></ul> <ul><li>4. Banner ads on websites (3%) </li></ul> <ul><li>5. Blogs (1%) </li></ul> <ul><li>Source: What Women Want Consumer Survey (Prospectiv, October 09) </li></ul> <p> 34. Belgian women online Online vs. Offline Purchases 23.10.09 Sanoma Magazines Q: Welke van onderstaande producten of diensten heeft u in de afgelopen 12 maanden gekocht? Offline Purchases Online Purchases Representative Sample (N = 1010) BoekenCD/DVD/Blu - rayMuziek in digital formaat(MP3 - nummers, albums, etc.)Computer, hardware ensoftwareKleine electronica (bv. digitalecamera, iPod, GSM, etc.)Telecom product(internetverbinding, GSM - abonnement, etc.)Erotische productenFinancile producten (bv.fondsen, aandelen, etc.)Vakantie, tickets voorvliegtuig of treinHuishoudelijke toestellenJuwelen / accessoiresKledij / schoenenMeubilairGezondheidsproducten (bv.dieet, etc.)DecoratieTickets voor evenementenFilms of TV - series in digitaalformaat (geen DVD)Ander product, nl.0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70% 35. What are Belgian online mothers buying? </p> <ul><li>More offline than other online Belgian women: </li></ul> <ul><li>clothing (64%) </li></ul> <ul><li>books (52%)</li></ul> <ul><li>computer hardware&amp;software (33%)</li></ul> <ul><li>electronic gadgets </li></ul> <ul><li>financial products </li></ul> <ul><li>More online than other online Belgian women:</li></ul> <ul><li>holidays (42%)</li></ul> <ul><li>tickets for events (43%)</li></ul> <ul><li>cd/DVD (esp. 40+ mothers) </li></ul> <ul><li>household electronics (esp. younger mothers) </li></ul> <p> 36. Women dominate social networks 37. Women and social networks </p> <ul><li>48% of (US women) respondents reported belonging to four or more social networks. Source: The Power of Social Networking for Women, ShesConnected, August 2009 </li></ul> <ul><li>83% </li></ul> <ul><li>73% </li></ul> <ul><li>55% </li></ul> <ul><li>41%</li></ul> <p>89% 24% 12% 59% of Belgian online has a profile on one or more social networks. Source: Belgian Women Online, InSites, April 2009 38. Belgian online mothers... </p> <ul><li>are less attracted tosocial networks </li></ul> <ul><li>are a lot less attracted tocasual gaming </li></ul> <ul><li>With the exception ofyounger mothers :</li></ul> <ul><li>social networks are important to</li></ul> <ul><li><ul><li>stay in touch </li></ul></li></ul> <ul><li><ul><li>help other people out </li></ul></li></ul> <ul><li><ul><li>feel less alone </li></ul></li></ul> <p> 39. Thank you. c. [email_address] .be www.twitter.com/bnox www.targetwomen.be</p>