1 / 28

what (Irish) women want

what (Irish) women want. Laura Chaibi, Director of Research EMEA, December 2010. 70k people. Source: comScore September 2010, Ireland. 3 years listening . Gender & Age. Ireland: 1357. ages: 16-54. 19,000 people surveyed across EU6. 45% men. 55% women. 29% 35-44.

mandek
Download Presentation

what (Irish) women want

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. what (Irish) women want Laura Chaibi, Director of Research EMEA, December 2010

  2. 70k people Source: comScore September 2010, Ireland

  3. 3 years listening

  4. Gender & Age Ireland: 1357 ages: 16-54 19,000 people surveyed across EU6 45%men 55%women 29%35-44 20%16-24 32% 25-34 19%45-54 weighted Yahoo! What women want Sept 2010. Fieldwork May 2010 in EU6: UK, Ireland, France, Italy, Spain, Germany. Ireland Base: 1357; (m) 608, (f) 750

  5. 6% key areas covered Ulster 13% Connaught 30% Munster 51% Leinster 16% Dublin 12% Dublin region Yahoo! What women want Sept 2010. Fieldwork May 2010 in EU6: UK, Ireland, France, Italy, Spain, Germany. Ireland Base: 1357; (m) 608, (f) 750

  6. single V coupled relationship 16-24 v other ages age influence working V not working work under 3’s 4-11’s 12+ kids Yahoo! What women want September 2010,

  7. Lifestage Profile life stage profiles women no kids (57%) young & single (25%) planning a baby (14%) Working mums = 58% new mums to be (9%) working mums (25%) working mums/child <3 (6%) kids under 3 (12%) kids 4-11 (21%) kids 12+ (24%) Yahoo! What women want September 2010, sample 750

  8. how old are the kids?? 33% 9% 22% 28% \ 47% women have kids 23% 33% Yahoo! What women want September 2010, sample 750

  9. what women want next 12-18 months Change Job Buy a car 29% 28% Buy a home Pay off debt 41% 13% Renovate Get pregnant 14% 29% Yahoo! What women want Sept 2010.Ireland Base women: 750

  10. 43% younger mums with under 3s less than few hours / weekday to relax Index 225 21% mums with under 3s NO free time on weekdays index 277 relaxationreality 47% mums with under 3s steal moments to relax index 177 77% mums with 4-11s evening - best chance to relax index 106

  11. alternative specialist dentist doctor 78% 34% women want trusted sources shop assist. 19% 69% estate agent 67% 5% Yahoo! What women want Sept 2010.Ireland Base women: 750

  12. 82% trust chemist women trust their local expert most Yahoo! What women want Sept 2010.Ireland Base women: 750

  13. topics define online trusted source professionals citizen commentators financial parenting food & drink health relationship technology celeb experts relevant brands beauty food & drink fashion food & drink fashion beauty C3. which sources credible when looking for the following topics online? Yahoo! What women want Sept 2010.Ireland Base women: 750 Top 3 categories per information source

  14. 1 2 3 4 5. everyday cost of living body image / weight job / career stress health issue women specific 61% women planning a baby 49% married 16-24 year old women 49% 25-44 year old childless women 52% women planning a baby 41% mums with kids under 3s top 10: concerns and worries 6 7 8 9 10 relationship love work / life balance personal appearance personal finance kids health 39% 16 – 24s without kids 40% 16-24s without kids 42% fathers under age 35 42% fathers under age 35 62% mums with kids under 3

  15. brand connections: for better & worse 39% Internet best way to connectwith brands that matter 33% become fan of a brand 1:1 create groups for brand : boycott a brand Yahoo! What women want Sept 2010.Ireland Base all respondents: 1357 B2/F2. Please indicate to what extent each statement describes your opinion. Thinking about the last few times you visited a social networking site, what did you do?

  16. women want (& do) the 3 C’s online consumption communication 85% creation 51% 59% 91% 87% Yahoo! What women want Sept 2010.Ireland Base women: 750 D2. Which of the following have you used the Internet for in the last 4 weeks?

  17. women want entertainment most Fashion/clothing 54% Food/drink (recipes) 44% Health/well-being 42% Employment/jobs 38% Shopping (groceries) 33% Health/beauty 33% Home/garden 28% Love/relationships 17% Family and parenting 17% Gambling 5% Consumption entertainment (cinema, theatre, events) 64% Yahoo! What women want Sept 2010.Ireland Base women: 750D1. Which of the following topics have you researched on the Internet in the last 4 weeks?

  18. lifestyle wants: many routes to market Consumption Work/Career 22% Seasonal 21% Horoscopes 19% Quizzes & Puzzles 17% Finance 15% Pets 14% Crafts & Hobbies 12% Weddings 6% Love & Sex 35% Food & Entertainment 33% Family & Parenting 29% Shopping 28% Food & Drink 28% Home & Garden 27% Health & Fitness 53% Fashion 40% Beauty 36% Yahoo! What women want Sept 2010.Ireland Base women: 750 I6. Which of the following types of content do you think are the most important on a ‘Lifestyle’ website? Select your top 5

  19. bargains still the big hook women want online hooks …

  20. women are connected personal contacts business contacts Communication 136 74 6% 95% 9% Yahoo! What women want Sept 2010.Ireland Base women: 534F1. Social networks visited. F3. How many friends/contacts do you have on your social networking sites?

  21. women connected on the go 22% connect on the go with a mobile, blackberry or i-phone 22% women ‘need’ Internet access wherever they are Base: 749/516, E1. Thinking about the devices/gadgets you own, which do you use to access the Internet regularly? Fib. What sites?

  22. citizen commentators and creators creation 41% stored / shared digital photos 29% read / contribute to blog 16% create or share content online 4% create a group for a brand Yahoo! What women want September 2010, sample 531 females

  23. new mums: surrogate socialisers 66% use internet more for help & advice 45% feel Internet helps social life more 42% shop online more Yahoo! What women Want, September 2010. D5. Since having a family, do you feel that any of the following has happened to your behaviour online?

  24. no room is sacred from the internet Over 3 in 5 of those with wireless access Internet in bed 9% bathroom 63% bedroom 32% dining room 75% living room 7% playroom 51% kitchen 20% garden Yahoo! What women want Sept 2010.Ireland Base women: 750. D7. In which rooms have you accessed the Internet at home during the last month? Base: all respondents 1357

  25. 47% mums to be internet best @ connecting with brands 50% working mums internet ‘on the go’ is important mobile brands fast finishing facts 62% women best way to keep in touch with the world 27% mums with kids 4-11 play online games to relax 44% mums planning next baby use internet for baby help/advice internet online games help

  26. What women want Yahoo! What women want Sept 2010.Ireland Base women: 749

  27. questions? feedback?

  28. thanks For further information please contact: Helen Beecher Sales Manager Ireland hbeecher@yahoo-inc.com Laura Chaibi, Director of Research and Insights, EMEA & GST outreach, lchaibi@yahoo-inc.com

More Related