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
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications
Tata Comm to deliver Motorsport videos on global devices

MUMBAI: Tata Communications will now deliver video content for viewers' all devices over its global network. The two have partnered to power the growth of the network’s internet television platforms.

Technology Software Applications
How to create live video content sans pros, convert radio broadcast into visual show

MUMBAI: ChyronHego will be showcasing its live production, automation solutions at Broadcast India show in Mumbai in mid-October.

Technology Software Applications
Sony renews IP licence deal with TiVo

MUMBAI: TiVo Corporation, a leader in entertainment technology and audience insights, has announced that Sony Corporation, a leader in consumer electronics, has renewed its multi-year intellectual property (IP) licence agreement. The license to TiVo’s patent portfolios covers all of Sony’s...

Technology Software Applications
Digital TV, growing telecom major drivers of coaxial cable growth in A-Pac: Study

MUMBAI: The global coaxial cables market is mature owing to the use of coaxial cables in industries for a long time and the slow or stagnant product innovation.

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories