Study identifies “Digital Divas”
A segment comprising 16% of the US female online population identified as “Digital Divas” shops more, communicates more and is less likely than other women to ever “unplug” from their digital gadgets, according to a new survey from Microsoft Advertising, Ogilvy Chicago, and Mindshare.
- 22% shop once per day
- The majority view devices such as cell phones and computers as “extensions of themselves”.
- 86% pass along interesting “finds” with others.
- On average, they have 171 contacts in e-mail, social networking and cell phone address books
But while these trend-setting Digital Divas make up a small percentage of women now, they are important to watch, the study said, because findings suggest that mainstream women will soon follow in their footsteps.
The survey – which studied more than 800 women and their digital domains – found women overall to be an increasingly connected group online with interests across a wide range of topics that are relevant to their everyday lives.
Beth Uyenco, global research director of Microsoft’s Advertiser and Publisher Solutions, said: “Even the most low-interest categories such as toilet paper can apply their digital advertising agenda to reach and impact women.”
Findings among women overall:
- More than half never unplug from their digital devices, even when sleeping
- They say that tools such as rewards, loyalty cards, cell phones, coupons via the computer, TiVO and DVR, video on demand, opt-in daily emails, and handheld wireless devices are blessings in their lives
- If forced, they would throw away their television or mobile phone first; only 11% would throw out their personal laptop
- An overwhelming majority (85%) say email is their most important tool. On average, they have 5.8 “screens” and 12 digital devices
“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,” said Uyenco.
“It is imperative for brands to adjust the way they deliver their messages in a way that works to meet a woman’s needs.”
The study also found that mothers – especially those with new babies – view the internet as their link to the outside world.
Earlier this year, research from the European Interactive Advertising Association found that over 70% of adults with children go online every week, compared with only half (52%) of those without (see Adults With Children More Likely To Go Online Than Childless).
Mothers with children “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,” said Debbie Solomon, managing director, business planning forMindshare, who also said mothers are the future of content creation.
Recent research from Hearst Digital found that more women over 45 are using the internet once a day than those aged between 16 and 24 (see New Research Looks At Women’s Online Habits).
The We Know Women Online survey also found that a large majority of women (85%) use the internet daily, with the 25 to 34-year-old age group being the most frequent users.