Y! General Market Women Connectonomics

This Mornings Journey
Identifying the most prevalent needs of women
Understanding how women use different channels to address their needs Helping marketers create the connections that will best resonate with women
Our Phased Approach
5 Expert interviews 25 additional interviews to unearth Needs 20 women: academics, bloggers, moms, professionals 5 men: to ensure we had a counter point
N=3000 30-minute online surveys Nationally representative Use a mix of online channels and sites Augment of n=250 mom-bloggers or avid followers of bloggers
8 Groups 4 in Denver, CO 4 in New York, NY
Mix of age With & without kids Working & stay at home
+
3
Women are often labeled complex creatures
?
Source: Secondary Resources
?
4
This study identifies universal needs and helps marketers understand how to best connect with women online.
Understanding how channels meet needs helps simplify marketing to women
What is fundamentally important to women?
Why does she use different channels? Who is she connecting with? How do women share and receive information?
Where is she most receptive to advertising? Where is she getting product information? How does she make buying decisions?
Understanding the needs of women
Breaking it down to basic needs
What drives her? Do needs differ by life stage? What does she want when connecting with others?
Knowing what makes women tick leads to more effective connections

Expert Interviews + Quantitative + Qualitative
Source: Dipstick + Quantitative + Qualitative
10
Some needs are more prevalent than others

Relying on others
Validation from Others
Personal Growth
Source: Quantitative
Relying on self
11
Mature Vs. Young

Prevalence of needs: How important is this need?
Pushing the limits Mutual Sharing Affectionate Closeness Release & Escape
Being the Best Be in the Know
Care of Self
Boomer Millennial
Broadening Horizons
Improve Myself
Social Currency
Repair & Healing
Up the Ante
Bargain Hunting Validation

In Control Be Enabled
Source: Quantitative Base size: Millennial Women n=411; Boomer Women n=1011
12
Stay at Home vs. Work out of Home

Care of Self
Stay at Home Working
Broadening Horizons
Improve Myself
Social Currency
Repair & Healing
Up the Ante

Source: Quantitative Base size: Working Women n=1803; Homemakers n=337
13
Kids vs. No Kids

Care of Self
Kids No Kids
Broadening Horizons
Improve Myself
Social Currency
Repair & Healing
Up the Ante

Source: Quantitative Base size: Women with kids n=692; Women without kids n=752
14
Understanding Needs
Much is made of perceived differences between different women, but their underlying needs are consistent The most important needs are about personal growth and connecting with others
15
Online Channels Delivering on Needs
16
Understanding Channels is Imperative
How do the channels fulfill needs? How often is she using the channels? Who is she connecting with? What info is she sharing and receiving and where?
17
What channels did we look at?

iVillage Yahoo! Shine AllAboutYou SheKnows Medical Blogs Diet & Nutrition Mom Blogs AIM Yahoo Gmail
CafeMom BabyCenter Scrapbooking DoItYourself
Sports, Hobbies, Ethnicity centric groups, church and local groups
Twitter
Yelp! Trip Advisor Citysearch Amazon
Yahoo! MSN Google Outlook Comcast
Facebook MeetUp MySpace
18
Care of Self Bargain Hunting

Improve Myself Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits
How Channels Fulfill Needs
NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative
19

Fulfills nearly all needs, helping her be more satisfied emotionally while being a smarter consumer
20

Offers sharing regarding personal questions & concerns from others like her but might not know her
21

Controlled information to be used for bargain hunting
In turn, making her feel smarter and enabled
22

Self improvement, being in the know, & pushing the limits
23

Connection to people who love what she loves Taps into our identity and can even aid in bargain hunting
24

Strong in delivering for care of self and the need to be in control
Great for communicating the important things
25

Instant message = Instant sharing
26

About feeling smarter, better & being in the know Strong social currency & broadening horizons
27

Being close to her circle with the ability to share and release
28
Women have complex connected online lives
Source: Qualitative
29
Email, social networks, and IM have broad mass reach

I use the following weekly
Source: Quantitative Women n=2581
30
The people women choose to connect with varies significantly by channel

I connect with the following people
31
They gather information from content sites and share it on social networks
What I do on these sites
Post comments Share links I found interesting Write reviews Share interesting videos
20%
25%
21%
37%
34%
10%
11%
31%
67%
19%
22%
16%
21%
32%
48%
18%
28%
41%
16%
20%
24%
19%
16%
5%
3%
10%
8%
11%
10%
8%
12%
16%
22%
7%
14%
31%
32
and in person
Take what I find & share with others in person
29%
34%
36%
30%
31%
28%
11%
20%
31%
Discuss or share info about products & brands

Helps connect me with offline activities I love
26%
28%
28%
25%
28%
21%
8%
19%
17%
22%
26%
24%
19%
26%
17%
6%
16%
21%
33
Content-rich sites offer expertise and anonymity

I read ABOUT the following
Women receive information about products & brands on content sites

Get info about products & brands Read reviews Read & post comments
44%
47%
58%
31%
33%
20%
3%
16%
11%
43%
44%
59%
36%
34%
8%
2%
14%
10%
35%
39%
37%
54%
545%4%
14%
7%
36%
70%
35
Surprisingly, anonymity can lead to deeper connections for women

Anonymous
Access to like-minded women and solutions that truly resonate without the risk of being judged by those who know you
Accountable
About quick, pithy, more public sharing, news, updates
Source: Qualitative + Quantitative
36
Understanding Channels
Communication channels and social networking channels are used most often
Content channels and groups meet the widest range of needs
Content channels also offer anonymity and deeper connection
37
Helping marketers make the most out of these connections
38
38
Leveraging these channels for marketing & advertising
Where is she more accepting of ads? What channels influence purchase decisions?
How do the channels deliver on deals? Where is she talking about brands?
39
Ads on content sites are more relevant and engaging

How do you feel about each online channel, select all statements that apply
Content sites inform purchase decisions

Informs me of new products Introduces me to brands I hadn't heard about
42%
37%
40%
26%
24%
15%
3%
20%
12%
42%
39%
37%
25%
26%
14%
2%
17%
13%
Has encouraged me to try out new products Helps me make the right purchase decision
37%
34%
35%
28%
22%
16%
3%
15%
9%
32%
36%
51%
24%
21%
11%
3%
10%
6%
41
Content-sites offer an appropriate forum for customer acquisition and engagement

Gives me access to great savings Makes it easy to share product, brand related info, & ads
Helps ensure I don't miss out on good deals
30%
28%
29%
20%
20%
23%
2%
13%
6%
29%
29%
30%
22%
22%
14%
5%
21%
14%
27%
26%
24%
23%
18%
24%
3%
16%
8%
42
Brand & product sharing are taking place most in content driven sites
I use this for product or brand information
43
Delivering for Marketers

Womens Lifestyle sites, Special Interest sites, and Online Review sites are seen as relevant and impactful marketing channels.
Ads, specifically on content sites, are more relevant and engaging They have impact through the course of the funnel
44
RECEIVING
Get info about my interests Get info about products/ brands Read reviews Read comments/ posts

Improve Myself Be enabled Affectionate closeness Mutual Sharing Discuss or share info about products & brands
Share links/info I found interesting

Share interesting videos
NEEDS
Release & Escape Broadening Horizons Validation Repair & Healing In Control Be in the Know Being the Best Up the ante Social Currency Pushing the limits I dont pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products
45
SHARING
Write reviews
Post/upload my own content

Post comments Meet new people through this
RECEPTIVITY
RECEIVING


NEEDS
Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits I dont pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products
46
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
47
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
48
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
49
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
50
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
51
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
52
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
53
SHARING
Write reviews

RECEPTIVITY
RECEIVING


NEEDS
54
SHARING
Write reviews

RECEPTIVITY
In Closing
1. Needs: Understanding womens needs should inform product, marketing and content decisions.
Womens need are not as varied as you might think. The most important needs for women revolve around personal growth, as well as their interdependencies on others in their lives.
2. Channel: How women navigate the web should dictate how the channel is used for marketing communications.
Communication channels like social networking and IM are used most often by women. These channels enable women to stay connected and share information, but these connections are more casual. Marketing messages are often ignored in these environments. Content sites like womens lifestyle and special interest sites fulfill the most needs for women. These channels also offer anonymity which results in deep emotional connection. Email continues to be one of the stronger channels in terms of usage and a great channel for content sharing.
3. Receptivity: Women are most receptive to marketing messages on lifestyle, specialty and review sites.
These channels deliver 3x the impact on purchase decisions compared to other online channels. Women are most open to advertising on content channels compared with communication channels where ads are often ignored.
55
THANK YOU!
Amy Janis Edwin H. Wong Radha Subramanyam Lauren Weinberg Ira Amilhussin Christina Mautz
?s:
amyjanis@yahoo-inc.com edwinw@yahoo-inc.com
Nima Srinivasan Carisha Larios Kimberly Baylor Jason Huntley Amisha Agrawal Mariano Paniello

Y! General Market Women Connectonomics

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This Mornings Journey

Identifying the most prevalent needs of women

Our Phased Approach

8 Groups 4 in Denver, CO 4 in New York, NY

Women are often labeled complex creatures

Understanding how channels meet needs helps simplify marketing to women

What is fundamentally important to women?

Understanding the needs of women

Breaking it down to basic needs

Knowing what makes women tick leads to more effective connections

Source: Dipstick + Quantitative + Qualitative

Some needs are more prevalent than others

Validation from Others

Mature Vs. Young

Being the Best Be in the Know

Repair & Healing

Bargain Hunting Validation

Stay at Home vs. Work out of Home

Being the Best Be in the Know

Stay at Home Working

Repair & Healing

Bargain Hunting Validation

Source: Quantitative Base size: Working Women n=1803; Homemakers n=337

Kids vs. No Kids

Being the Best Be in the Know

Repair & Healing

Bargain Hunting Validation

Online Channels Delivering on Needs

Understanding Channels is Imperative

What channels did we look at?

CafeMom BabyCenter Scrapbooking DoItYourself

Sports, Hobbies, Ethnicity centric groups, church and local groups

Yelp! Trip Advisor Citysearch Amazon

Yahoo! MSN Google Outlook Comcast

Facebook MeetUp MySpace

Care of Self Bargain Hunting

How Channels Fulfill Needs

Care of Self Bargain Hunting

Care of Self Bargain Hunting

Care of Self Bargain Hunting

Controlled information to be used for bargain hunting

In turn, making her feel smarter and enabled

Care of Self Bargain Hunting

Self improvement, being in the know, & pushing the limits

Care of Self Bargain Hunting

Care of Self Bargain Hunting

Strong in delivering for care of self and the need to be in control

Great for communicating the important things

Care of Self Bargain Hunting

Instant message = Instant sharing

Care of Self Bargain Hunting

Care of Self Bargain Hunting

Women have complex connected online lives

Email, social networks, and IM have broad mass reach

Source: Quantitative Women n=2581

The people women choose to connect with varies significantly by channel

Take what I find & share with others in person

Discuss or share info about products & brands

Content-rich sites offer expertise and anonymity

Women receive information about products & brands on content sites

Surprisingly, anonymity can lead to deeper connections for women

About quick, pithy, more public sharing, news, updates

Source: Qualitative + Quantitative