Singapore Women - Digital Study

THE SINGAPORE WOMEN

DIGITAL STUDY 2014

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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?

Monthly Personal Income/ Monthly Household Income

$3,546/$7,151

Study Sample Size

2,294 women

Graduates/Postgraduates

Marital Status

52% married

Respondents Aged 20-49

Median Age 32

THE FIRST AND LARGEST EVER STUDY CONDUCTED ONLINE ABOUT WOMEN AND THEIR DIGITAL HABITS IN SINGAPORE

DEVICE OWNERSHIP AND USAGE PATTERNS HOW DO WOMEN PLAY?

WHAT DEVICES ARE MOST WIDELY USED?

Smartphones

Computers

Tablets 57%

20-24 years

25-29 years

30-34 years

35-39 years

40-44 years

45-49 years

TABLETS. WHO OWNS MORE OF THEM?

HOW CONNECTED ARE WOMEN?

Average number of devices owned :

Those who own smartphones/ tablets/ computers:

HOW ATTACHED ARE WOMEN TO THEIR TECH TOYS ON A DAILY BASIS?

Tablets 1h 30min

Smartphones 3h 40min

Computers 4h 30min

WHAT ARE WOMEN DOING ON THEIR DEVICES?

62% Emails Social

Networking Games Shopping Streaming

88% 85% 54% 52% 37%

Smartphones

Emails Streaming Shows

Social Networking

Shopping Games

59% 58% 55% 53% 62%

Tablets

HOW MANY WOMEN READ MAGAZINES ON TABLETS?

36% of women read magazines on tablets

HOW DO WOMEN SOCIALISE?

6-9am 9-12pm 12-2pm 2-6pm 6-8pm 8-12pm 12-6am

BEST TIME TO GET WOMEN’S ATTENTION ON SOCIAL MEDIA?

PRIMETIME

WOMEN’S KEY ACTIVITIES ON SOCIAL MEDIA?

Viewing/ Posting Photos

Reading News Updates

Posting / Viewing Comments

Follow Brands/ Celebrities

HOW DO WOMEN SHOP?

ARE WOMEN SHOPPING ONLINE?

90% of them do

WHAT DO WOMEN BUY ONLINE?

Fashion 92%

Travel 80%

Dining 65%

Beauty Services 49%

Newspapers/ Magazines/Books (Digital Version)

Cosmetics 48%

Gadgets 45%

Toiletries 40%

Household 37%

Financial Products 36%

$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*?

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?

*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements

I welcome creative advertisements on both print and digital formats

I am more inclined to buy if ads appear on both print and digital/online

Brands that advertise on both print and digital get their message to consumers better

ARE INTEGRATED CAMPAIGNS GOOD INVESTMENTS?

43% visited

53% 50%

57% did not

POPULAR BLOGGERS. HOW MANY PAY ATTENTION TO THEM?

50% 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?

Attitudes towards brands advertising on women's websites/magazines

Pick up shopping ideas after looking at ads

Have better idea of product from seeing ads

Do not mind receiving newsletters, promotions

and emails

*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

WHAT DRIVES CONSIDERATION FOR ONLINE PURCHASE?

Positive word of mouth is very important in

influencing purchases

Would usually buy products after seeing positive reviews from

experts

Trust editorial endorsements

Trust brands that advertise more

Attitudes towards brands advertising on women's websites/magazines

WOMEN ARE STRONG BRAND ADVOCATES!

Will recommend brands they are loyal towards to

friends

Buy more products of brands they are

loyal to

Will recommend to friends brands they

see advertising online

KEY TAKEAWAYS

THE SINGAPORE WOMEN DIGITAL STUDY 2014

Reach more women by going on multiple platforms.

Visuals are important on social media!

Grow your business through e-commerce.

3 Women trust expert opinions.

Women respond to creative integrated ad campaigns.

Produced by

Insights & Intelligence Unit

Singapore Women - Digital Study

Internet

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