As the first day of summer, plans are heating up for vacations, movie watching and activities to keep kids occupied. Women – the “Chief Household Officers” – make 85% of all brand purchase decisions, so it’s important for marketers to learn what they want online, where they find it and what ads they notice. To provide new insight on women’s online summer plans, Unicast today announced the results of a national survey identifying the key activities, most popular web content, favorite ad formats and product advertising noticed by American women. Unicast is a leader in online interactive rich media and video advertising technology for the world’s top publishers, brands and agencies.
Unicast’s “What Women Want From the Web Report” Summer 2010, which polled 516 adult women, found 95% of women plan to go online, and 62% notice and/or interact with online advertising. Women aged 18-24 use the web more than other age groups for all activities except keeping up with news – 53% vs. 67% overall.
What Women Plan To Do Online:
76% plan to connect with friends and family
67% will keep up with news
64% plant to shop for sales/compare prices
59% intend to entertain themselves (play games, listen to music or watch TV/Movies)
48% will research travel/vacations
According to Unicast’s “What Women Want From the Web Report” Summer 2010, the ads that resonate with women: 46% - include sales, discount codes
31% - feature creating/submitting an entry to win a prize
24% - provide customized local information
22% - offer interactive survey/quizzes
The product women notice ads for:
35% - entertainment
33% - food and beverages, or health/beauty products
30% - fashion/clothing
27% - travel
20% - gaming
The report found women who visit blogs notice online advertising far more than overall respondents. While this is a small group with just 13% of women who read blogs regularly, it shows females are potentially more open to ads from relevant sources of information that they trust. Women age 18-24 are also more receptive to online advertising in various formats than the overall population, particularly more interested in localized information, surveys, social media formats and downloadable content
“As more women integrate digital channels into their daily routine and subsequent spending power shifts online this summer, Unicast has also seen an increase of interest from advertisers to develop richer, engaging and more in-depth content online to drive sales with this demographic,” Bryan Hjelm, VP of Product & Marketing for Unicast.
“This summer will generate high online traffic from women looking to plan their activities” Hjelm continued. “While entertainment, food & beverage, and health/beauty advertisements continue to build awareness within this group, marketers that focus on targeting and optimizing creative elements within their advertisements to include sales incentives, quizzes, social media and local content will realize higher engagement metrics across female audiences.”
Unicast’s “What Women Want From the Web Report” Summer 2010 was conducted May 27-28 by the polling company™, inc. The online survey queried 1,062 Americans age 18+. The report analyzes the responses of the 516 women queried.
A full report of the findings is available here:
http://www.unicast.com/Pdfs/what_women_want_from_the_web_2010.aspx
Media Contact
Jennie Kong
Atomic PR, Los Angeles
P: 310-689-7588
E: jennie@atomicpr.com
Unicast Contact
Bryan Hjelm
VP of Marketing
P: 512-469-5900