© 2011 crain communications inc.. always on women a survey of how women are using technology today...

Always on Women

A survey of how women are using technology today

What Devices Millennials are Using, And What They Are Doing With ThemActivities by device (Female Millennials)

Q: Which of the following activities do you do on each of these devices? You may select as many, or as few, of the activities for each device. If you do not do any of the following activities for that device, you may ;eave that column blank. Source: JWT/Sonar

Email

Search the web for information

Play games

Shop

Read up on current events

Personal organization

Watch video

Use online maps/GPS

Check the weather

93%

91%

57%

90%

84%

61%

60%

44%

63%

90%

69%

68%

70%

74%

40%

56%

51%

64%

35%

40%

31%

18%

29%

41%

15%

36%

43%

CELL PHONE (N=77) LAPTOP (N=73)DESKTOP (N=47)

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What devices Gen X-ers Are Using, And What They Are Doing With ThemActivities by device (Female Gen X)

Email


Play games

Shop



Watch video

Use online maps/GPS

Check the weather 68%

56%

60%

42%

76%

81%

59%

86%

95%97%

83%

51%

76%

86%

46%

65%

48%

69%39%

38%

18%

47%

23%

19%

32%

33%

44%

CELL PHONE (N=147)

LAPTOP (N=103) DESKTOP (N=129)

Q: Which of the following activities do you do on each of these devices? You may select as many, or as few, of the activities for each device. If you do not do any of the following activities for that device, you may leave that column blank. Source: JWT/Sonar

Always on Women


What Device Boomers Are Using, And What they Are Doing With ThemActivities by device (Female Boomers)

Email


Play games

Shop



Watch video

Use online maps/GPS

Check the weather

95%

86%

55%

75%

72%

37%

47%

56%

73%57%

49%

48%

38%

68%

63%

58%

84%

87%

14%

12%

5%

18%

6%

4%

13%

12%

14%

CELL PHONE (N=166)

LAPTOP (N=110) DESKTOP (N=157)


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0 00

81% 79%

34%

22% 21%

14%11%

8% 6% 4% 3%

73%

33%

13%

24% 24%

12% 10%7%

3%6%

91%

62%

43%

8%

19%16%

4%

20%

1%

8%

2%

8%

Basi

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Women’s Three Must-Have Mobile FunctionsTop three phone functions (Female)

Q: Let’s say your cell phone could only do three things. What three things would you have to have on your phone? Source: JWT/Sonar

MILLENNIALS (N=84) GEN X (N=165) BOOMERS (N=176)

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What Are Women Doing On Their Smartphones? Smartphone activities (Female), N=515

Q: Do you typically use your smart phone web browser or an app (or neither) to do each of the following online activities? Source: JWT/Sonar

MOBILE

NOT MOBILE

Email

Manage photos

Play games

Search the web

Social networking


Check the weather

Listen to music

Read about eating out/nightlife

Getting directions

Shop

Research/book travel

Buy tickets

Watch video

Read about health/wellness/beauty

Read current events

Pay bills

0%

60%

80%

100%

40%

20%

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What Are Woman Buying On Cell Phones?Things purchased on cell phone (Female), N=88

Q: What have you bought using your cell phone? Source: JWT/Sonar

54%

52%

49%

26%

24%

24%

21%

19%

19%

17%

11%

Apps

Games

Music

Clothing/shoes/accessories

Text donations in charity

Deals (via Groupon, LivingSocial)

Movie/concert tickets

Food

Personal care items

Flights or other travel items

Other

Always on Women


How Woman Are Shopping With Cell PhonesTop source for info? A call to family and friends

59%

58%

37%

34%

34%

32%

27%

73%

43%

36%

43%

38%

40%

23%

15%

20%

21%

21%

25%

25%11%

24%

12%

20%

30%

26%

Using Augmented Reality to get more information on a product

Calling a family member or friend to ask for his or her help or opinion

Sending a picture of a product via email or social network to get opinions

Searching the web to get more information on a product

Looking for reviews on an item I’m looking at

Scanning a product’s bar code

Seeing if I can find the product I’m looking at for cheaper at another vendor

Scanning a product’s QR code

Consulting a shopping list stored on my phone

Searching for a recipe

Showing a coupon stored on my phone to a store clerk

Finding my way around a store, using an indoor digital map on my phone

Searching for a coupon for a product I’m thinking of buying

MALE (N=136)

FEMALE (N=101)

Q: Which of these activities have you done using your cell phone while shopping? Source: JWT/Sonar

Always on Women


Where Woman Are Watching Video, And For How LongTime spent watching video by device (Female)

Note: Small base size for cell phone.

Q: How many times per week do you spend watching video (e.g. TV shows, movies, clips, ets.) on the following devices?

Source: JWT/Sonar

DesktopAvg. 1.7 hrs

n=196

LaptopAvg. 1.8 hrs

n=166

Cell phoneAvg. 1.2 hrs

n=47

< HALF HOUR HALF HOUR - 1 HOUR 1-2 HOURS 2-3 HOURS 3+ HOURS

19%30%

15%25%

11%

23%28%

19%21%

10%

13%

38%

24%

20%

4%

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Woman Are watching Video On Devices Other Than Their TV SetsTypes of video watched by device (Female)

*Note: Small base size for cell phone Q: What type of programming do you watch on the following devices?

Source: JWT/Sonar

Clips

TV Shows

Movies

Music Videos

Other 74%

29%

36%

53%

35%

CELL PHONE (N=47*)

15%

49%

46%

58%

67%

LAPTOP (N=166)

59%

54%

41%

40%

17%

DESKTOP (N=196)

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How Do Woman Discover The Video They WatchSource of videos watched (Female)

MILLENNIALS N=70

GEN X N=131

0%

10%

20%

30%

40%

50%

60%

70%

By browsing through

different sites that host videos

Through my online social network

My friends usually tell meabout them

Directly from websites

Other

In an email from friends or family

BOOMERS N=120

Q: Which of the following explains how you find videos to watch?

Source: JWT/Sonar

Always on Women


Tablet Ownership Is Still Small, But Consumers Use Them For A Wide Variety of ActivitiesActivities on tablet*

(*Caution: Low base size)


Mak

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calls

Soci

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Emai

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Che

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wea

ther

Pers

onal

org

aniz

atio

n

Sear

ch the

Web

for

info

rmat

ion

Use

onl

ine

map

s/G

PS

Read

up

on c

urre

nt e

vent

s

Read

abo

ut h

ealth

and

wel

lnes

s/

beau

ty

Shop

Rese

arch

/Boo

k tr

avel

Buy

ticke

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ay G

ames

List

en to

mus

ic

58%65%

55%

63%

34%

53%49%

72%71%

57%

75%

67%

87%

61%65%

21%

55%

10%

20%15%

47%

35%

74%75%

33%

70%

32%39%

49%

31%

6%

Wat

ch v

ideo

MALE (N=37) FEMALE (N=30)

Always on Women


Mobile Affair: Love or Strictly Business?Relationship with cell phone (Female), N=265

Q: How would you describe your relationship with your mobile phone?

Source: JWT/Sonar

9%

41%

29%

22%Full-on love affair

My phone wears the pantsin the relationship

What happens on my phone stays on my phone

Strictly business

Always on Women


How Women Use Mobile Devices as ParentsAttitudes towards mobile phones and children (Agree strongly/somewhat)

Q: How much do you agree or disagree with the following statements? Source: JWT/Sonar

45%

41%

56%

62%

33%

33%

28%

47%

26%

65%

MALE (N=195)FEMALE (N=254)

I use my cell phone to entertain

my young childrenI use my cell phone to get my

young children to quiet down

I wish my kids didn’t use their cell phones as much

as they doI wish my kids picked up their cell phones

when I called them

There have been times when my cell phonehas distracted me from my kids

PARENTS WITH CHILDREN AGE 12 AND UNDER:

PARENTS WITH CHILDREN AGE 13+:

PARENTS WITH CHILDREN OF ALL AGES:

© 2011 crain communications inc.. always on women a survey of how women are using technology today...

Documents

weather cell phone n

laptop n

desktop n

cell phone female

boomers n

cell phone q

female millennials n

jwtsonar millennials