Women Driving Online Engagement

Allison Howen — Mon, 30 Jul 2012 15:00:00 GMT

Marketers should keep an eye on women, because this customer segment is driving the majority of engagement on sites like Tumblr and Groupon according to a recent comScore study.

The European Internet Usage study shows that Tumblr was one of the most women-oriented Web properties in May 2012. In fact, European women represented 69 percent of all time spent on the social blogging site. German retail site Otto Gruppe came in second with 68.8 percent of all time on site coming from women, followed by Groupon with women making up 61.7 percent of all time on site.

The report also reveals that women are key in driving engagement on e-commerce sites. This is because retail subcategories made up half of the top 10 site categories by share of time spent among females – proving that online shopping remains one of the top activities for women on the ’Net. According to the study, women accounted for 70.9 percent of all time spent on fragrance and cosmetic retail sites, followed by 67.9 percent of all time on beauty/fashion/style community sites and 66.8 percent of all time on retail apparel sites.

Additionally, comScore reveals that women represented 48.4 percent of the total European Internet audience in May, and made up 46.9 percent of total time spent online during the month. These metrics prove how important it is for marketers to take women into consideration when creating campaign strategies – especially marketers in the retail industry.

Social Media Usage – Let’s hear it for the ladies!

Pete Prestipino — Thu, 15 Apr 2010 15:30:00 GMT

The BlogHer-iVillage 2010 Social Media Matters Study has been released and indicates that 73% of online women are now active social media users, engaging weekly or more often with top social media platforms.

The study shows that women rely heavily on both blogs and message boards when seeking advice and recommendations (Blogs: 21% of the total U.S. online population, 63% of the BlogHer Network; Message Boards/Forums: 38% of the total U.S. online population, and 92% of the iVillage community), particularly when looking for information to help guide purchases of new products (Blogs: 22% of the total U.S. online population, and 59% of the BlogHer Network).

Additional findings from the study include:

• Blogs are second only to Internet search as the preferred media source for product purchasing information for BlogHer Network users

• Blogs dominate the attention of BlogHer Network users (96% read blogs weekly or more often)

• BlogHer users are significantly more active with all three top social media platforms vs the average woman online (Blogs, Facebook, Twitter)

• Message boards/forums are second only to conversations with friends and family as the preferred source of product purchasing information for iVillage community users

• Among the iVillage community, 73% say that they are sharing topics on message boards/forums that they would not share on social networks. Of those, Relationships (61%), Health (45%) and Work-related (39%) issues were the top topics they would not share on social networks

• Over one third (33.6%) of iVillage community members post on message boards/forums every day

“The study confirms that social networks are a key place to capture women's attention on the path to purchase,” said Jodi Kahn, Executive Vice President, iVillage. “The days of relying on one source for information are over. Online peer-to-peer advice on message boards has increasingly become one of the most valuable sources for product recommendations. Marketers cannot afford to overlook this captive audience."

The Executive Summary of the 2010 Social Media Matters Study (PDF) can be found at BlogHer.

'Net Features : women

Women Driving Online Engagement

Social Media Usage – Let’s hear it for the ladies!