The Internet has become a 24-7 activity. More than half of survey respondents say they are connected nearly every waking hour. Is it to kill time endlessly surfing the Web? Hardly. [inlinetweet prefix=”” tweeter=”” suffix=”null”]Women are CEO’s of their family and use smartphones and the Internet to help them manage their families.[/inlinetweet]
With more women working than ever before there is a huge need for the ability to manage their families with technology. Brands that recognize this are going to succeed and brands that continue to serve ads on a variety of channels are going to be ignored.
As probably has always been the case,[inlinetweet prefix=”null” tweeter=”null” suffix=”null”] women consistently put their family’s needs ahead of their own.[/inlinetweet] In each country, about 80% of women would rather see their kids get a good job than get a good job themselves, and about three-fourths would rather see their kids get into a good college than get a “very significant promotion” themselves.
Value and experiences remain key marketplace themes: Across countries, women approach the marketplace with a strong interest in value, brands and experiences.[inlinetweet prefix=”null” tweeter=”null” suffix=”null”] More than 90% agree, “good value for the money is more important than price[/inlinetweet],” and a majority (including 76% of US women) “would prefer to spend money on experiences rather than things.” While these broad themes have global appeal, there are certainly country-specific variations as well. For example, women in the US are more interested in experiences, women in the UK tend to perceive less differentiation across brands, women in China express fundamental concerns about product quality and safety, and women in Brazil are more likely to be interested in luxury items
Stronger engagement with brands: Across countries, only about one-in-three agree “all brands are pretty much the same,” and there is a particularly strong preference for brands with a reputation for reliability and functional excellence. The vast majority of women connect with brands online via multiple means, spanning websites, email and social media. About half of women in the US and UK, and three-fourths in Brazil and China, follow at least one brand on social media. Two-thirds have posted online reviews, and most state they are inspired to write both positive and negative reviews online.
