Digital Divas

The Women Leading a

Cross-Channel

Shopping Revolution:

Digital Divas

The largest growing economic force in the world isn’t China or India — it’s women.

Source: The world Bank

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Women also represent ~2/3 of untapped market for mobile growth.2

Source: 2: The Cherie Blair Foundation, GSMA Development Fund & Vital Wave Consulting 2010 3: Women and the Web 2012

And drive growth in e-commerce.3

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We partnered with Ogilvy to ask women from 9 countries about their digital habits

Canada

Mexico

Brazil

UK

Russia

ChinaSaudi Arabia

South Africa

USA

Source: Microsoft & Ogilvy Digital Divas 2013

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Through +9,000 in-depth interviews, diaries & surveys, we segmented the women based on their digital…


Confidence Connectedness Influence

The extent to which they feel comfortable and confident using digital tools and technology

The extent to which they’ve

adopted digital tools/

technology

The size of their social

networks and propensity to

share content with them

+ +

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32%

Digital Outsiders

50%

Mainstream Users

18%

Digital Divas

Digital Divas are

tech savvy, early

adopters

This group has a

disproportionate amount of

online influence.

They also provide insights into

what women of tomorrow will

expect from their devices &

shopping experiences.

All women are NOT digitally equal


3 main segments:

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Canada

14%

Mexico

15%

Brazil

16%

UK

26%

Russia

22%

China

18% Saudi Arabia

23%

South Africa

14%

USA

17%

Where Digital Divas reside

Source: Microsoft & Ogilvy Digital Digital Divas 2013, figures quoted as a percentage of overall online population per country

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Young(39% are under the age of 34)

14% of online Canadian females are Digital Divas


Canadian Digital Divas are…

Canada has fewer Digital

Divas than other countries,

but a large proportion

(27%) are on the ‘cusp’

– they currently own the

devices but aren't yet

optimising them.

Employed(51% are employed full or part time)

High Earners(Avg HH Income: $64,444)

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Digital Divas are the forerunners of the digital domain


access the internet from their phones

51%sleep with their mobile

phone ALL of the time,

with 27% losing 2+ hrs

sleep to it

64%

own a smartphone

75%

Avg # of contacts: 475

2/3are completely

comfortable and

confident using digital

tools & technology

Download/use apps

69%

share content

1/2

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So it’s no surprise that they’re online buyers, not just online shoppers


buy online

56% 53% have bought

products/services they wouldn’t have discovered without the internet

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Digital devices have also completely transformed how Digital Divas shop


Haircare, Skincare, Make Up, Baby Products, HH

Cleaning, Home Fragrance Products, Feminine

Hygiene, Non-refrigerated foods, Alcohol, Soft

Drinks, Fashion, Luxury Handbags, Consumer

Electronics, Home Furnishings, Cars, Credit

Cards, Hotels, Airline Tickets

We analysed over 9,000

shopping journeys, across

18 categories:

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Digital Divas’ purchase journey (personal care)


interest is more digitally

sparked…

…researched

digitally…

…purchased

online…

…validated…

…and shared.

• brand/company

websites

• Product review

sites

• brand/company

websites

• store/retailer

websites

• store/retailer

websites

• search engines

• brand/company

websites

• search engines

• social

networksTOP

TOOLS:

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And the impact is evident across categories

Digital Divas agree that digital tools have changed the way they shop for both household & bigger ticket items


&

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Investigators Navigators

AssistantsProblem

Solvers

FacilitatorsService

Agents

Digital devices play a

rational, functional &

fundamental role in

Digital Divas’ shopping

Digital devices & channels are Digital

Divas’ personal shopping assistants

(investigators, negotiators, facilitators,

and problem solvers).

Most say technology has made their

shopping more productive,

entertaining, and empowering.


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60%wish websites helped them cut through digital clutter

79%Say it’s up to them to filter through an overwhelming amount of information online

Even this savvy audience say their devices take some of the spontaneity out of shopping and most find the amount of information available overwhelming.

BUT, digital is in danger of taking the therapy out of retail therapy


56%wish brands gave them more inspirational tools to discover new things

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Digital Divas don’t have time for digital distractions.

The savviest brands in their eyes are those who add value to their life.


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7 key traits of digitally savvy brands:


18Source: Microsoft & Ogilvy Digital Divas 2013

These brands play the role of editor, providing Digital

Divas with a lens to pair down their number of options

and help simplify decision making.

Find, organize & present

personalized/relevant products or

content

Sainsbury’s integration with

MSN Food helped UK

consumers plan seasonal meals,

find recipes for nights in and

local restaurants for nights out.


Co-creator brands are willing to cede a bit of control and

take direct input from Digital Divas to help hone their

offerings.

Give Digital Divas an opportunity to

sit in the driver ’s seat

UK retailer Modcloth allows their

customers to ‘be the buyer’ and

vote on which styles they carry.


The most logistically savvy brands simplify all aspects of

the Digital Divas’ purchase journey.

Make finding, purchasing & returning

products fast and seamless

Starbucks’ mobile app allows

customers to pay with their phones

or via re-chargeable cards and will

re-make a drink, no questions asked.


Problem Solvers are brands using social networks to

provide customer service, not just shoot the breeze, play

games or push products.

Use social media to resolve issues

KLM offers 24/7 support via social

media – aiming to answer

questions, suggestions,

compliments or complaints within

one hour, and offer a solution

within 24.


Being a digitally savvy brand isn’t just about being digital

– it’s about connecting online and offline brand

experiences.

Take the showroom beyond the walls of the store to make

information & emotional content available on the go.

Sync online & offline experiences

BEHR’s My Workbook allows consumers to store paint colours or upload photos to digitally apply paint colours.


Digital Divas devote a lot time and effort to the online

universe - help them realize an immediate and valuable

return.

Offer a return on Digital Divas’ online

investment

Bing rewards allows Bing users to earn credits for searching, trying new features and exploring tips & tricks to be redeemed for coupons & exclusive offers.


Help Digital Divas get the most out of their experience

with the products/services they’ve purchased by

providing relevant, useful content.

Follow-up with content &

information of value post-purchase

Hellmann’s mayonnaise recipe receipt program, which turned your receipt into a personal recipe based on the products in your basket.

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4 key takeaways:


microsoftadvertising.ca/digitaldivas

Retail

Digital Divas