Hearst digital: We Know Women Online

Online Survey Ran 7 th July to 6 th August 40 questions across 5 key insight areas Sample 4566 Methodology Cosmopolitan handbag getlippy allaboutyouNetDoctor

Objectives of this research 1.Is online an important touch point for women? 2. Does online influence women in their choices / attitudes? 3.How important are social media activities to women? 4.How important is the role of environment to women? 5. Does online influence brand preference / pre-disposition?

Addressing the objectives 1.Is online an important touch point for women? 2. Does online influence women in their choices / attitudes? 3.How important are social media activities to women? 4.How important is the role of environment to women? 5. Does online influence brand preference / pre-disposition?

Who is she? 44% have children 71% in long-term relationships 86% are 20-55

Women’s Internet usage - by age The large majority (85%) use the Internet daily, with most going online more than once a day. The 25 – 34 age group are the most frequent users. Q3. How frequently do you use the internet? – n= 4560

The Internet is enhancing women’s lifestyles Q5. To what extent do you agree with the following statements? (Strongly agree / agree) - n= 4527

From a list of selected media, the Internet emerged as the most important overall in these women’s lives For online women the Internet is No1 Mean ranking score, where 8=most important and 1=least important. Q6 Please rank the following in order of importance in your life. - n= 4439

Types of website visited by women Q17. Which of the following types of websites do you visit? (Select all that apply) – n= 4533 The main websites visited are magazines, free providers and social networks, with women more likely to visit free providers and social network sites. Women are least likely to visit price comparison, e-commerce and newspaper websites.

Types of website visited by women Q17. Which of the following types of websites do you visit? (Select all that apply) – n= 4533 Visits to video sharing sites show very wide variation, with propensity to visit decreasing as age increases. The same visiting pattern is observed for recruitment / career sites.

Addressing the objectives 1.Is online an important touch point for women? 2. Does online influence women in their choices / attitudes? 3.How important are social media activities to women? 4.How important is the role of environment to women? 5. Does online influence brand preference / pre-disposition?

Does online influence women in their choices / attitudes? The Internet is the most widely used medium for most activities, being by far the main medium for researching topics. Q7. Please indicate which media you use for each of the following activities. (Select all that apply) – n=4516

They love to shop online  97% have purchased goods or services online  With 70% having made a purchase within the last two weeks

Products researched online Holidays and travel are the products most likely to be researched online followed by electrical / household goods and gifts for friends and family. Q9. Which of the following products do you research or buy online? – n= 4451

Products purchased online Films / books / music, event tickets, gifts, and clothes / accessories are the products most likely to be purchased online. Q9. Which of the following products do you research or buy online? – n= 4451

Benefits of shopping online Benefits of online shoppingPercentage 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 time74% I save money when I shop online65% More choice and variety of things to buy62% Q11. Which of the following do you see as the benefits of shopping online? (Select all that apply)– n= 4547

What do women do online For virtually each activity the tendency to engage online decreased as age increased. This was particularly apparent for downloading music as well as the other two most common activities of downloading / sending photos and watching TV / video online. Q24. Which, if any, of the following do you do online? (Select all that apply) – n= 4539

Addressing the objectives 1.Is online an important touch point for women? 2. Does online influence women in their choices / attitudes? 3.How important are social media activities to women? 4.How important is the role of environment to women? 5. Does online influence brand preference / pre-disposition?

Web 2.0 – by age Q23. Do you use any of the following? - n= 4543 While the proportions using Wikipedia, instant messaging and social network applications decrease as age increases, usage of online forums and RSS feeds shows relatively little variation by age.

Social network usage – by age Q20. Please indicate if you are a member of, or visit, the following social networks. Facebook has by far the highest penetration among women 16-34, while Friends Reunited ranks first among women 45 or over. Q20. Please indicate if you are a member of, or visit, the following social networks.

Frequency of using social networks – by age Q21. How frequently do you log on to your social network/(s)? - n= % of women use social networks. Of these, 46% use at least once a day. There is considerable variation by age, with frequency of use decreasing as age increases.

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 Younger women are more likely to use social networking for multiple activities. While the main reason 16 – 34 year olds use it is for connecting with people, women aged 35 or above use it most often to see what other people are doing.

Addressing the objectives 1.Is online an important touch point for women? 2. Does online influence women in their choices / attitudes? 3.How important are social media activities to women? 4.How important is the role of environment to women? 5. Does online influence brand preference / pre-disposition?

Frequency of using women’s websites – by age.  71% of women visit women’s websites at least once a week, with 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

Main reasons for visiting women’s websites – by age Q13. What are your top three reasons for visiting women's websites? (Select up to three) - n= Overall, the main reasons for visiting women’s websites were time out, inspiration, relaxation and a ‘quick fix’. Inspiration and ‘quick fixes’ were bigger drivers for women 16-34, with time out and relaxation sought more by women 35 or over. Q13. What are your top three reasons for visiting women's websites? (Select up to three) - n= 4091

Content preferences for women’s websites - by age Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106 XXXXXXXXXXXXXX.. There was considerable variation by age for all topics. Interest in food / recipes, health, and home inspiration rose as age increased. Conversely, interest in beauty, fashion, celebrity gossip, and hair inspiration increased as age decreased. Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106

Content preferences for women’s websites - by age Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106 XXXXXXXXXXXXXX.. Apart from environmental issues, interest in all topics increased as age decreased. Variation in interest levels was particularly marked for love / relationship and sex advice, with women expressing particular interest in these subjects. Q14. Which of the following do you like to read about or participate in on women's websites? (Select all that apply) – n= 4106

Attitudes towards types of websites Q19. To what extent do you agree with the following statements in relation to? (Strongly agree / agree) There tended to be higher agreement with the statements in relation to magazine websites, particularly regarding inspiration. Portals emerged top in making life easier, with blogs clearly ranking lowest on this measure. Q19. To what extent do you agree with the following statements in relation to? (Strongly agree / agree)

Addressing the objectives 1.Is online an important touch point for women? 2. Does online influence women in their choices / attitudes? 3.How important are social media activities to women? 4.How important is the role of environment to women? 5. Does online influence brand preference / pre-disposition?

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 The two main reasons why women click on an online advert are offers / competitions and if they want to find out more about a product. Q28. Which of the following make you click on an online advertisement? (Select all that apply) – n= 4530

Online advertising tests positively Q26. To what extent do you agree with the following statements? (Strongly agree / agree) – n= 4482 The majority of women like to see reader offers and promotions online, and state that they are more likely to respond to adverts relevant to website content. Q26. To what extent do you agree with the following statements? (Strongly agree / agree) – n= 4482

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? – n=4520 Half of the respondents would like advertising to be more relevant to specific parts of the website, such as fashion advertising in the fashion channel Q27. Would you like to see advertising being more relevant in specific parts of the website e.g. fashion brands in the fashion channel? – n=4520

Impact of online advertising 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 The main impact of online advertising on women’s behaviour is that it encourages them to learn more about the brand. The main impact of online advertising on women’s 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

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