Hearst digital: We Know Women Online

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Hearst digital We Know Women Online
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Methodology
Online Survey
Ran 7th July to 6th August
40 questions across 5 key insight areas
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Objectives of this research
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Addressing the objectives
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Who is she?
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Womens Internet usage - by age
Q3. How frequently do you use the internet? n
4560
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The Internet is enhancing womens lifestyles
Q5. To what extent do you agree with the
following statements? (Strongly agree / agree) -
n 4527
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For online women the Internet is No1
Mean ranking score, where 8most important and
1least important.
Q6 Please rank the following in order of
importance in your life. - n 4439
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Types of website visited by women

Q17. Which of the following types of websites do
you visit? (Select all that apply) n 4533
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Types of website visited by women
Q17. Which of the following types of websites do
you visit? (Select all that apply) n 4533
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Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices /
attitudes?

1. How important are social media activities to
   women?

1. How important is the role of environment to women?

5. Does online influence brand preference /
pre-disposition?
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Does online influence women in their choices /
attitudes?
Q7. Please indicate which media you use for each
of the following activities. (Select all that
apply) n4516
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They love to shop online

• 97 have purchased goods or services online
• With 70 having made a purchase within the last
  two weeks

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Products researched online
Q9. Which of the following products do you
research or buy online? n 4451
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Products purchased online
Q9. Which of the following products do you
research or buy online? n 4451
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Benefits of shopping online
Benefits of online shopping Percentage
The Internet allows to compare prices before I purchase 84
The Internet allows me to research products before I purchase things 83
It saves me time 74
I save money when I shop online 65
More choice and variety of things to buy 62
Q11. Which of the following do you see as the
benefits of shopping online? (Select all that
apply) n 4547
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What do women do online
Q24. Which, if any, of the following do you do
online? (Select all that apply) n 4539
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Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices /
attitudes?

1. How important are social media activities to
   women?

1. How important is the role of environment to women?

5. Does online influence brand preference /
pre-disposition?
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Web 2.0 by age
Q23. Do you use any of the following? - n 4543
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Social network usage by age
Q20. Please indicate if you are a member of, or
visit, the following social networks.
Q20. Please indicate if you are a member of, or
visit, the following social networks.
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Frequency of using social networks by age
Q21. How frequently do you log on to your social
network/(s)? - n 3283
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Reasons for using social networks by age
Q22. For which of the following reasons do you
use social networking? (Select all that apply) -
n 3260
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Addressing the objectives
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Frequency of using womens websites by age
.

• 71 of women visit womens websites at least once
  a week, with
• 16-34 year olds visiting more frequently

Q12. How frequently do you visit women's websites
(e.g. handbag.com, glamour.com, vogue.com,
ivillage.com)? - n 4166
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Main reasons for visiting womens websites by
age
.
Q13. What are your top three reasons for visiting
women's websites? (Select up to three) - n 4091
Q13. What are your top three reasons for visiting
women's websites? (Select up to three) - n 4091
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Content preferences for womens websites - by age
XXXXXXXXXXXXXX.
.
Q14. Which of the following do you like to read
about or participate in on women's websites?
(Select all that apply) n 4106
Q14. Which of the following do you like to read
about or participate in on women's websites?
(Select all that apply) n 4106
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Content preferences for womens websites - by age
XXXXXXXXXXXXXX.
XXXXXXXXXXXXXX.
.
Q14. Which of the following do you like to read
about or participate in on women's websites?
(Select all that apply) n 4106
Q14. Which of the following do you like to read
about or participate in on women's websites?
(Select all that apply) n 4106
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Attitudes towards types of websites
Q19. To what extent do you agree with the
following statements in relation to? (Strongly
agree / agree)
Q19. To what extent do you agree with the
following statements in relation to? (Strongly
agree / agree)
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Addressing the objectives

1. Is online an important touch point for women?

2. Does online influence women in their choices /
attitudes?

1. How important are social media activities to
   women?

1. How important is the role of environment to women?

5. Does online influence brand preference /
pre-disposition?
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What makes women click on an online advertisement
Q28. Which of the following make you click on an
online advertisement? (Select all that apply)
n 4530
Q28. Which of the following make you click on an
online advertisement? (Select all that apply)
n 4530
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Online advertising tests positively
Q26. To what extent do you agree with the
following statements? (Strongly agree / agree)
n 4482
Q26. To what extent do you agree with the
following statements? (Strongly agree / agree)
n 4482
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Relevance of advertising to website
Q27. Would you like to see advertising being more
relevant in specific parts of the website e.g.
fashion brands in the fashion channel? n4520
Q27. Would you like to see advertising being more
relevant in specific parts of the website e.g.
fashion brands in the fashion channel? n4520
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Impact of online advertising
The main impact of online advertising on womens
behaviour is that it encourages them to learn
more about the brand.

• 56 of respondents stated online advertising
  encouraged
• them to learn more about the brand
• 47 of respondents they are more likely to buy a
  brand after seeing it advertised online
• 44 of respondents tend to feel more positive
  about the
• brand if it advertised online

Q31. How often does online advertising affect the
way you think and behave about the products or
services that are advertised? (Agree / sometimes)
n 4470
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Summary

• For online women the Internet is No1
• Online women find the Internet more important
  than any other medium for
• Researching topics
• Shopping ideas
• Inspiration
• The Internet does effect their choices and
  attitudes, however this is reflective on their
  age
• Social media plays an active role in their
  Internet use. There are clear trends when
  correlated against age, however some activities
  are ageless
• Magazine/women websites are held in high regard
  as a source of inspiration
• Advertising in an environment that is relevant
  to these women, will lead them to respond more
  favourably to your brand