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what (Irish) women want. Laura Chaibi, Director of Research EMEA, December 2010. 70k people. Source: comScore September 2010, Ireland. 3 years listening . Gender & Age. Ireland: 1357. ages: 16-54. 19,000 people surveyed across EU6. 45% men. 55% women. 29% 35-44. - PowerPoint PPT Presentation
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1
what (Irish) womenwant
Laura Chaibi, Director of Research EMEA, December 2010
Source: comScore September 2010, Ireland
70kpeople
3 years listening
Gender & Age
Yahoo! What women want Sept 2010. Fieldwork May 2010 in EU6: UK, Ireland, France, Italy, Spain, Germany. Ireland Base: 1357; (m) 608, (f) 750
19,000 people surveyed across EU6
Ireland: 1357 ages: 16-54
29%35-44
32% 25-34
20%16-24
19%45-54
45%men
55%women
weighted
Dublin region12%
key areas coveredUlster6%
Connaught13%
Munster30%
Leinster51%Dublin16%
Yahoo! What women want Sept 2010. Fieldwork May 2010 in EU6: UK, Ireland, France, Italy, Spain, Germany. Ireland Base: 1357; (m) 608, (f) 750
under 3’s4-11’s
12+
singleV
coupled
16-24v
other ages
workingV
not workingkids
relationship age
workinfluence
Yahoo! What women want September 2010,
kids under 3 (12%)
Lifestage Profile
kids 4-11 (21%) kids 12+ (24%)
young & single (25%) planning a baby (14%)women no kids (57%)
Working mums = 58%working mums (25%)new mums to be (9%) working mums/child <3 (6%)
life stage profiles
Yahoo! What women want September 2010, sample 750
\
8-11
12-15
16+
<1
1-3
4-7
how old are the kids??
47% women
have kids
Yahoo! What women want September 2010, sample 750
9%
22%
33%23%
33%
28%
Change Job
Pay off debt
Renovate
Buy a car
Buy a home
Get pregnant
29%
29% 28%
13%
14%
41%
what women want next 12-18 months
Yahoo! What women want Sept 2010.Ireland Base women: 750
10
43% younger mums with under 3s
less than few hours /
weekday to relax
Index 225
21% mums with
under 3s
NO free time on weekdays
index 277
47% mums with
under 3s
steal moments to
relax
index 177
77% mums with 4-11s
evening - best chance
to relax
index 106
relaxation reality
dentist
67%
women want trusted sources
doctor
specialist
alternative
estate agent
shop assist.
78% 34%
19%
5%
69%
Yahoo! What women want Sept 2010.Ireland Base women: 750
women trust their local expert most
Yahoo! What women want Sept 2010.Ireland Base women: 750
82%trust chemist
food & drink
financial health parenting relationship technology
fashion beautyfashion beauty
food & drink
C3. which sources credible when looking for the following topics online? Yahoo! What women want Sept 2010.Ireland Base women: 750Top 3 categories per information source
topics define online trusted sourcecitizen commentatorsprofessionals
relevant brands celeb experts
food & drink
5.stress
1everyday cost
of living
2body image
/ weight
3job / career
4health issue
women specific
7personal finance
8relationship
love
9work / life balance
10kids health
6personal
appearance
61% women planning a
baby
49% married 16-24
year old women
49% 25-44 year old
childless women
52% women planning a
baby
41% mums with
kids under 3s
40% 16-24s
without kids
42% fathers
under age 35
39% 16 – 24s
without kids
42% fathers
under age 35
62% mums with kids under 3
top 10: concerns and worries
brand connections: for better & worse
Yahoo! What women want Sept 2010.Ireland Base all respondents: 1357B2/F2. Please indicate to what extent each statement describes your opinion. Thinking about the last few times you visited a social networking site, what did you do?
Internet best way to connect with brands that matter 39%
become fan of a brand33%
create groups for brand : boycott a brand1:1
women want (& do) the 3 C’s online
Yahoo! What women want Sept 2010.Ireland Base women: 750D2. Which of the following have you used the Internet for in the last 4 weeks?
communication85%
consumption
creation51%
91% 87% 59%
women want entertainment most
Yahoo! What women want Sept 2010.Ireland Base women: 750D1. Which of the following topics have you researched on the Internet in the last 4 weeks?
entertainment(cinema, theatre, events)
Consumption
Fashion/clothing 54%Food/drink (recipes) 44%Health/well-being
42%Employment/jobs
38%Shopping (groceries) 33%Health/beauty 33%Home/garden 28%Love/relationships 17%Family and parenting 17%Gambling 5%
64%
lifestyle wants: many routes to market
Yahoo! What women want Sept 2010.Ireland Base women: 750I6. Which of the following types of content do you think are the most important on a ‘Lifestyle’ website? Select your top 5
Health & Fitness 53%
Fashion 40%
Beauty 36%
Love & Sex 35%Food & Entertainment 33%Family & Parenting 29% Shopping 28%Food & Drink 28%Home & Garden 27%
Work/Career 22%Seasonal 21%Horoscopes 19%Quizzes & Puzzles 17%Finance 15%Pets 14% Crafts & Hobbies 12%Weddings 6%
Consumption
online hooks …
bargain/freebie 60%discount >15% 44%last minute deal / offer 43%samples / trials 43%coupon/voucher codes 40%
clearance 37%
what’s new / in season 35%competitions / prizes 32%
hard to find products 30%
exclusive to you 28%
brand alerts / find out first 23%
discounts <15% 19%
the latest ‘it’ thing 11%
bargains still the big hook women want
Communicationpersonal contacts
business contacts
136 74
Yahoo! What women want Sept 2010.Ireland Base women: 534F1. Social networks visited. F3. How many friends/contacts do you have on your social networking sites?
women are connected
95% 9% 6%
women connected on the go
Base: 749/516, E1. Thinking about the devices/gadgets you own, which do you use to access the Internet regularly? Fib. What sites?
22%connect on the
go with a mobile,
blackberry or i-phone
women ‘need’ Internet access wherever they are22%
creation
citizen commentators and creators
16%create or sharecontent online
29%read / contribute
to blog
41%stored / shareddigital photos
4%create a group
for a brand
Yahoo! What women want September 2010, sample 531 females
new mums: surrogate socialisers
66%
Yahoo! What women Want, September 2010. D5. Since having a family, do you feel that any of the following has happened to your behaviour online?
45%
42%
use internet more for help & advice
shop online more
feel Internet helps social life more
Over 3 in 5 of those with wireless access Internet in bed
Yahoo! What women want Sept 2010.Ireland Base women: 750. D7. In which rooms have you accessed the Internet at home during the last month? Base: all respondents 1357
75%living room
63%bedroom
51%kitchen
32%dining room
20%garden
9%bathroom
7%playroom
no room is sacred from the internet
26
62% women
best way to keep in touch with the world
47% mums to be
internet best @ connecting with brands
50% working mums
internet ‘on the go’ is
important
27% mums with kids 4-11
play online games to relax
44% mums planning next
baby
use internet for baby
help/advice
internet
brands mobile
online games help
fast finishing facts
What women wantYahoo! What women want Sept 2010.Ireland Base women: 749
questions? feedback?
thanksFor further informationplease contact:Helen BeecherSales Manager [email protected]
Laura Chaibi, Director of Research and Insights, EMEA & GST outreach, [email protected]