Brazilian digital woman: Permanent Connectivity

transcript

Braz i l i an d ig i t a l women : Pe rmanen t Connec t i v i t y

P R E S E N T E D B Y T h e C o c k t a i l A n a l y s i s S e p t e m b e r 2 0 1 4⎪

Contents

Yahoo Confidential & Proprietary

Research objectives

Methodology and sample characteristics

Findings

› Media use and interaction with technology and the internet

› Life balance

› Hobbies and impact on the internet

› Relationship with brands

› Relationship with Yahoo

Conclusions

3 Yahoo Confidential & Proprietary

Methodology

Target

18-54 year old females who use the internet on a regular basis

Sample size

1,034 cases, representing the internet user population in Brazil considering age and region variables

Statistical error

The statistical error for a sample with 1,034 respondents for a 95% confidence index is ±3.0%

Length of survey

18 minutes on average

Date of fieldwork

Surveys took place in the second half of January 2014

Sample characteristics

Sample design was based on available data from ComScore, Brazil Digital Future in Focus

18_24 25_34 35_44 45_54

32%29%

20% 19%

Age Region4%North

15%Northeast

9%Central-West 54%

Southeast

18%South

Target: Regular female internet users aged 18 to 54 years

What is the Yahoo user like?

46% daily

38% weekly

17% less often

25% increasing use

65% stays the same

10% decreasing use

Frequency of Yahoo visits Tendency to use YahooVisits Yahoo

63%Visited Yahoo in the past month*

% Yahoo users Significant difference vs. total internet user population

Source: Comscore MyMetrix January 2014

The Brazilian woman

LIFE BALANCE

BRANDS

INTERNET

Contents and brands

Time for leisureOpen mindedPlans for the futureHaving kids –the turning point

MobilityPermanent connectivityMultitasking

Demanding Receptive

Te c h n o l o g y a n d t h e i n t e r n e t

Permanent connectivi ty

Mobile devices have a relevant presence

8 Yahoo Confidential & Proprietary Base: Total internet users (1,034)Which of the following devices do you own and are currently using?

Smartphone

49%Tablet

31%Yahoo users 52%

Laptop

Y Mulher users 55%With kids 36%

Smartphone connectivity –key daily habit

81%Nunca

Smartphone

Tablet

SmartTV

Videoconsole

Laptop

Desktop PC

How often do you go online from each device?

Yahoo users 57%

Smartphone

Tablet

Laptop

Desktop PC

How often do you use the following devices while watching TV?

Even while watching TV

Shopping/ buying services

Waching other audiovisual content

Browsing sites of interest to me

Listening to music

Playing videogames

Reading news, features

Checking email

Chatting on IM services

Socal media

With clear usage patterns for every device

Yahoo Confidential & Proprietary What activities do you do from your PC/ laptop, smartphone or tablet while watching TV?

Base: Uses PC/ laptop while watching TV (742)Base: Uses smartphone while watching TV (393) Base: Uses tablet while watching TV (228)

BriefFast

Unplanned

More tasks and requiring more concentration

Especially for games, email, and browsing

L i f e s t y l e b a l a n c e Leisure and plans

Leisure has its time and place …Only 6% of women can devote a limited 20% of their time to their personal interests

Base: Total internet users (1,034)

How long would you say you spend on work/ obligations vs your personal life/ leisure?

39% LEISURE61%

OBLIGATIONS

Openness to discover, to innovate …

Thinking about yourself, please mark your level of agreement or disagreement with the following statements on a scale of 1 to 10, where 1 is no agreement at all and 10 is total agreement

“Generally, I like to try out new products and experiences, I like to explore and innovate”

Plans for the future = ad opportunities

Buying a pet (dog, cat…)

Getting married

Buying a car

Buying a house

Getting back in touch with old friends

Taking a new hobby

Going to a concert, play, exhibition…

Inviting friends over for dinner, drinks…

Finding new work alternatives

Planning or going on some trip

Which of the following events are you planning to do in a short period of time, i.e., in the next 3 months?

1st level

2nd level

3rd level

4th level

5th level

6th level

7th level

39% Yahoo users

53% Yahoo users

Having kids –the turning point

Less time for themselves –however, they are more satisfied with their lives. Have in mind longer term plans requiring more complex decision-making processes, e.g., buying a house or a car

Tend to have more often a desktop PC -68% ownership vs 55% women without kids-, tablet -36% vs 24% women without kids- and feature phone -57% ownership vs 46%

1 kid44%

2 kids36%

3 kids14%

4+ kids6%

More time for themselves, more willing to take a new hobby, to plan social events, e.g., dinner, drinks with friends, going to see a movie, a play, exhibitions etc

More of them have a smartphone -55% ownership vs 43% women with kids- and a laptop -74% ownership vs 62%

44% no children

66% have children

H o b b i e s a n d t h e i m p a c t o f t h e i n t e r n e t Internet ,“the channel”

What are the most interesting contents for Brazilian women?

News FashionBeauty TVHealth Cuisine Wellness

72% 72% 71% 66% 65% 64% 63%

55% 55% 52% 48% 45%

Home Cinema Shopping Relationships Handcrafts

34% 29% 27% 23%

Finances Sports Maternity Astrology

Out of the following list of topics, which topics are the most interesting to you?

% interested in the topics

Four different territories

Mapping the relevance of hobbies for their audience shows the following territories:

High relevance

Low interest

High interest

Low relevance

Small interested targetRelevant content

Market niche

Large interested targetRelevant content

Core target

Small interested targetIrrelevant content

Not interesting subjects

Large interested targetIrrelevant content

Less demanding

AXIS X Out of the following list of topics below, which ones are interesting to you?AXIS Y How important are the following topics to you?

High relevance

Low interest

High interest

Maternity Finance

Sports

Health

Beauty

Wellness

Relationships

Handcrafts

Astrology

Shopping

CinemaHome TV

Fashion

Low relevance

Market niche Core target

Less demanding

Cuisine

Internet –first and foremost source of information

Beauty Health Cuisine Wellness Relationships Fashion Home Shopping Handcrafts Maternity Astrology

86%89%

92%89%

86% 87%93%

90%87%

57%54%

61%66%

59% 59%54%

Internet, digital media Social media, forums, blogs Television Chatting with friends

Market niche

audienceCore audience Less demanding audience

How do you find out about _____________?

Specialized blogs –the most attractive format

Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology0

73%67% 67% 68%

69% 67%72%

Market niche

Which formats do you prefer to find content about ___________________?

66% average

Journalistic or professional articles –offer rigor and expertise on the most relevant topics

57%54% 52%

Market niche

58% average

Photo galleries –essential to illustrate some topics

70% 72%65%

Market niche

46% average

Other user’s opinions –a nice to have for “personal” issues

55%52%

45%52% 54%

47%39% 41%

Market niche

46% average

Video –relevant for “how to…” content

54%48%

38% 39% 37%

Market niche

45% average

Specialized blogs

Professional articles

Beauty

Handcrafts

Fashion

Health

Wellness

Maternity

Fashion

Handcrafts

Photo galleries

Handcrafts

Cuisine

Beauty

Relationships

54%Maternity

Other user’s opinions

R e l a t i o n s h i p w i t h b r a n d s , Demanding but very recept ive

A positive evaluation is given to brands that are associated with a quality image…

Yahoo Confidential & Proprietary Please indicate your level of agreement with the following statements using a scale from 1 to 10, where 1 is “No agreement at all” and 10 is “Total agreement”

“My preferred brands are clearly associated with a quality image”

… and are very specialized in aspecific topic

“I like brands that are very specialized in a topic”

Y Mulher users 60%

Y Mulher user 58%

The smartphone and the tablet are becoming more relevant in the pre-purchasing process

Finding information on the product/ service characteristics

32%93%

Smartphone TabletPC/ Laptop

Base: Goes online from smartphone (493)

Base: Goes online from PC/ laptop (984)

Base: Goes online from tablet (312)

Which devices are you using for the following activities on the internet?

Finding product/ service prices

30%88%

Yahoo users 40% Yahoo users 37%

Shopping from the PC/ laptop –a consolidated practice

Purchasing or registering for goods and services

20%84%

Base: Goes online from smartphone (493)

Base: Goes online from PC/ laptop (984)

Base: Goes online from tablet (312)

Finding other user’s opinions

30%82%

Yahoo users 36%

Which devices are you using for the following activities on the internet?

Banners or advertising on the side of the website

Advertising video prior to audiovisual content

Personalized advertising

Advertising in browsers, sponsored links

Brand profiles in social media

Contents, articles, or information provided by brands that are close to that content, articles or information

Columna2

What is your relationship with advertising?

Now we are going to suggest to you some advertising formats. Please indicate to what extent each format delivers relevant information to you

find it positive having content provided by a brand of their interest

“Imagine a brand of your interest offered content/ articles in websites where you could find relevant information, tips etc on a topic close to your heart”

Yahoo users –even more receptive to content

provided by brands

¿How interesting is it for you that brands offer this type of actions? Please rate it on a scale of 1 to 10, where 1 is “Not interesting at all” and 10 is “Extremely interesting”

Base: Yahoo users in past month (450)

Yahoo users

34Yahoo Confidential & Proprietary Do you recall seeing any branded content/ article on the internet? Which brands do you recall offering this type of branded content/ articles on the internet?

recalls having seen content provided by brands on the internet29%

Base: Has seen Branded Content actions (304)

35Yahoo Confidential & Proprietary

Beauty, Health/ Wellness and Fashion are the most common topics for these actions

Beauty care (makeup tips, hair, creams)

Health (body, physical therapy, nutrition, dental, dieting)

Fashion (clothes, latest trends, fashion)

Wellness (exercise, nutrition, therapies, massage)

Cuisine

Home and decoration

Handcrafts (home-made projects)

Maternity (pregnancy, babies, care)

Astrology

35 Yahoo Confidential & Proprietary For what type of products do you think this type of actions may be interesting?

Product samples

Discounts on purchases

More detailed info on product/ service characteristics

Interacting with the brand, e.g., writing, the brand responds etc

Access to hard to find products

Interesting content for me so I feel in line with the brand

Information on latest seasonal news

Contests

Personalized information on my favorite brands

Sharing content with my friends

(1.034)

What do users expect back?

What types of actions associated with these proposals can brands do on the internet? Please select your top 3 actions

What we have learnt today

Life balance style –leisure and plans help define the Brazilian woman.Having children: A turning point

Internet is “the channel” to find out more about their hobbies

Users show a demanding attitude with brands –they are however very open to new proposed actions

The Yahoo user profile is open to trying new experiences. With regards to technology, they are slightly more advanced

Thank you!