|
While
the Indian housewife has been assiduously tracked and her media
habits traced by eager advertisers, the Indian working woman has
been dodging definition. A recent study by Kartik Iyer, President-
Initiative and Madhavi Goswami- Intellect Research & Technologies,
Lintas Media Services, however shows that the woman in office exhibits
media habits that are closer to her male counterparts than to her
homemaker sisters.
Media
consumption patterns of working women are closer to those of
men rather than those of non working women |
The
number of working women exposed to press is 104 per cent more than
non-working women is one of the significant findings of the study.
Working women also consume 49 per cent more cinema than non-working
women and four times more Internet than non-working women, the study
says.
Televison
viewing patterns of working men and women are similar, those
of non working women are different |
Interestingly
though, the television and radio habits are not very different for
both working as well as non-working women but working women are
much higher on Press, Cinema and Internet. The study, based on figures
thrown up by the Indian Readership Survey and analysed using the
ESPRIT consumer segmentation and mapping tool of Intellect, reveals
that the media reach for working women mirrors that of their male
counterpart. Except for cinema, the media habits of both these demographics
are quite similar. The study tracked target group SEC AB, 10L+ HHs,
Females Age 20-40 yrs as a base, using
Even
in terms of day part viewership, the pattern of working women conforms
to that of working men while non-working women show a difference
in the viewership. For working men and women, the peak is in the
prime time band while non-working women peak both during the afternoon
time band as well as the prime time band.
Except
for cinema viewing, media use patterns of working men and women
tally |
The
time spent in a day on watching television again coincides for working
men as well as working women. Working women spend less time watching
television than non- working women do. This pattern of being 'like
working men' is apparent across other parameters of media consumption
too such as language of media consumption, genre preferences, etc,
the study shows.
The
analysis garnered has been used to determine the involvement of
women in decision making (particularly the role of working women),
and the current gender skew in advertising for various categories.
The TAM TV Adex database has been probed to understand the existing
gender skew in advertising spends. Correspondence analysis was done
to examine the skews in ad duration across various categories with
respect to different genres of channels and hence target groups.
The average
amount of time spent in television viewing is nearly the same
for all three, however |
The
study analysed ad durations of various categories vis-à-vis
the channels that they are advertised on, thus reflecting the target
audience being advertised to and found that TV spends are being
targeted at both the male and female audience but the skew is more
towards males. Household durables such as televisions, refrigerators,
cars/ jeeps etc are being advertised to both genders but they have
a skew towards the males. The study concludes that media planners
need to include women as a part of the audience that needs to be
advertised to incase of major household durables can not only impact
the decision making process for the consumer, but also optimise
the spends for the advertiser
|
