Technology

Digital Divas studies US women?s online behaviour

MUMBAI: For the first time since women surpassed men as the majority population on the Internet (emarketer), a new study reveals just how women live and breathe in the digital world.













The study from Microsoft Advertising, Ogilvy Chicago and Mindshare surveys more than 800 women on their digital domains


? revealing insight on topics from everyday technology gadgets to overarching online philosophies and how and when they shop and ‘unplug‘.
 

Microsoft?s Advertiser and Publisher Solutions global research director Beth Uyenco says, ?We sought to answer the burning questions keeping brand managers and advertisers up at night: How are women in the digital age different from women of past generations? How can brands leverage digital media to deepen relationships with them? Are we moving fast enough?. What we uncovered was unexpected and unconventional insight: Even the most low-interest categories such as toilet paper can apply their digital advertising agenda to reach and impact women.?


Women across various ages and life stages were engaged, including gen Yers, gen Xers, early boomers and moms (stay-at-home and working out-of-home) in 2008. The study examined quantitative data and established proprietary data from ?Media Diaries,? Insight Group Discussions, In-Home Ethnographies and ?Idea Stations? (online bulletin boards).


Digital Divas Emerge : Coined Digital Divas, 16 per cent of the women surveyed were found to have a higher propensity to shop, communicate and employ digital devices.


?While Digital Divas are the trendsetters for marketers to understand now, the reality is the mainstream is soon to follow the patterns and paths they are forging now,? said Graceann Bennett, managing partner, director of Strategic Planning of Ogilvy & Mather Chicago. ?This group was probably the most compelling of our study as the implications for how they behave are so important for brands.?


The study revealed the following about the ?Digital Diva? group:
? 22 per cent shop once per day.
? The majority views devices such as cell phones and computers as extensions of themselves.
? 86 per cent pass along interesting ?finds? to others.
? On average, they have 171 contacts in e-mail, social networking and cell phone address books.

 

?What we found is that men and women fundamentally embrace technology differently; women think less about the technology itself and more about how it fits within their life ? seeing their computers and cell phones as extensions of their personalities. It is imperative for brands to adjust the way they deliver their messages in a way that works to meet a woman?s needs? adds Uyenco.


As a whole, the study revealed:
? More than half ?never? unplug from their digital devices, even when sleeping.
? They view tools such as rewards, loyalty cards, cell phones, coupons via the computer, TIVO and DVR, video on demand, opt-in daily e-mails, and handheld wireless devices to be ?blessings? in their lives.
? Technology ?curses? were few and centered on activities and types of communication that were ?out of their control.?
? If forced to, they would ?throw out? their television or cell phone first; only 11 percent would throw out their personal laptop.
? E-mail is overwhelmingly, 85 percent, the most important tool.
? On average, they have 5.8 ?screens? and 12 digital devices.


Moms Enjoy Creating Content : For moms, the Internet serves as a link to the ?outside world? ? especially moms with a new baby.


And moms are really the future of content creation notes the study. They have an insatiable appetite to create and share content ? posting more than twice the average US adult, whether publishing, maintaining or updating a blog or Web page.?

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/16/divesh.jpg?itok=zBE4YL3k
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/14/TiVo-800.jpg?itok=YeoN1Hcd
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/09/iot.jpg?itok=8nXgmc_U
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/08/lexi.jpg?itok=uPD543QG
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/13/nabshow.jpg?itok=S9rP2yss
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/09/magai.jpg?itok=233hZ8S7
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/08/tivo.jpg?itok=1e68Zg0C
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/01/25/priyanka.jpg?itok=s2F-oxzy
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/01/24/etere_0.jpg?itok=PCzLNCEq
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories