Angels or Devils: Insights into Women Behaviour

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Angels or Devils? Insights into Women’s BehaviorDigital Marketing

April 2012 - Bangkok

2 © 2010 Experian Limited. All rights reserved.

Questions

How do women behave online? How do they plan and book travel? How do women differ in their use of social media and networks to

review experiences and share them? What websites do they visit? Do women look for different things than men? How are women different in how they rate and value experiences? Is the fairer sex more critical and pickier than their male brethren?

How do I get the Angel instead of the Devil?


Online Behavior – brought to you by


How do women behave online?

Gender AU CHINA US UK

Female 52.8% 44.06% 53.05% 50.26%

Male 47.2% 55.94% 46.95% 49.74%

Gender AU CHINA US UK

Female 51.84% 44.22% 54.18% 51.23%

Male 48.16% 55.78% 45.82% 48.77%

In English-speaking countries, there’s a higher % of female

visits to travel sub categories; the %s are also very similar

(betw 50-54%)

In China, the percentages are flipped. With around 55% male

visitors and 44% female.


How do they plan and book travel? Social …

Recent US study by The Center for Hospitality Research offers an interesting snapshot of customer preferences and information sources for selection of hotels

Leisure travellers first look for recommendations from friends and family, especially women

* Based on ‘”How Travellers Use Online and Social Media Channels to Make Hotel-choice Decisions”, Cornell Hospitality Report, Vol. 10, No. 18, December 2010, The Center for Hospitality Research, December 2010

Social media and customer reviews are

an essential part of especially female travellers'

information gathering process


Women are NOT pickier than Men

Women are equally likely to read both professional reviews (e.g., AAA) and customer reviews (e.g., TripAdvisor), men are more likely to rely on the professional reviews

Women are significantly more

likely to read a review on

TripAdvisor compared to men

Men and women are equally likely to stay away from a hotel with negative reviews and

equally likely to choose a hotel if they see positive reviews


What websites do they visit?Category: Travel – Destinations & Accommodation

by Visits - 12 Rolling Weeks ending March 31, 2012

Websites DomainFemale

Segmented RateMale

Segmented Rate1 TripAdvisor - Australia www.tripadvisor.com.au 53.87% 48.41%2 Wotif.com www.wotif.com 51.59% 46.13%3 Booking.com www.booking.com 53.34% 46.66%4 TripAdvisor www.tripadvisor.com 53.35% 46.65%5 Stayz www.stayz.com.au 56.39% 43.61%6 Agoda Australia www.agoda.com.au 51.39% 48.61%7 Hotels.com www.hotels.com 54.04% 49.75%8 ninemsn Travel travel.ninemsn.com.au 50.25% 45.96%9 Totaltravel.com www.totaltravel.com 49.71% 50.29%10 HotelClub www.hotelclub.com 52.36% 47.64%

Websites DomainFemale

Segmented RateMale Segmented

Rate1 hotels.ctrip.com hotels.ctrip.com 41.91% 58.09%2 MaFengWo www.mafengwo.cn 44.02% 55.98%3 hotel.17u.cn hotel.17u.cn 42.73% 57.27%4 lvyou.baidu.com lvyou.baidu.com 45.31% 54.69%5 Daodao www.daodao.com 44.79% 55.21%6 Yododo www.yododo.com 44.00% 56.00%7 917HK www.917hk.com 42.23% 57.77%8 7Days Inn www.7daysinn.cn 42.12% 57.88%9 travel.nuomi.com travel.nuomi.com 46.08% 53.92%10 Youtx.com www.youtx.com 44.71% 55.29%

Australia

China

Review sites, Online travel agencies with hotel focus are top

visited sites


Connect and Empower the Fairer SexThey will give you a better review

Devil - Connect

Tripadvisor visitors53.3% female 46.7% male1. Find out your upstream

social websites▲ Facebook #3 Accor▲ Tripadvisor #7 Accor

2. Monitor and manage

3. Promote reviews via email

Angel - Empower

Women seek input from their networks

Run “Like” and “Share” campaigns via email

Make web/apps sharable 60% of Pinterest users

are female. Are you pinnable?

Data source: Experian Hitwise Australia


Empower > Enable Sharing

“Friends & Family” campaigns have 2x the referral rate and 2x the revenue per email compared to bulk

Go Viral – add ShareThis or Refer a Friend to encourage sharing. Emails with these viral elements have 3x the referral rates of campaigns without

Get Social - include “Like” buttons to encourage subscribers to spread the word on FB


Empower > Customer Stories in Email

Nearly 100 reviews per day!


Empower > On Pinterest

Attracts people interested in home crafts and hobbies

Represents 58% of FB share of traffic to Travel industry

Women dominate – with 60% of visitors being female

Keep an eye on Pinterest

• Pinterest is a virtual pinboard or scrapbook to organize and share your things of interest

• #3 most popular social networking site in the US, surpasses LinkedIn, behind FB & Twitter

• Amazing growth since its launch in the US in last 2 yrs


Who’s Smarter Now? Women Own More Smartphones in 2011

Women 53% of smartphones Text messages (SMS) Social networks Sharing photos and

videos Financial and shopping Email access Mobile games

Men 47% of smartphones Streaming content

(movies/TV) Making dinner

reservations Checking corporate email

According to Compete report, Nov 2011


Engage > Mobile & Travel

Reach your customers where they are

► 23% of time spent on mobile devices – only 1% of ad spend*

► Smartphone penetration expanding

► Majority of Smartphone users are interacting with Travel content

Mobile enable your marketing1. Mobile optimized site

2. Mobile optimized email

3. Consider● SMS● Custom App● In App ads

*According to Google compared to TV and Radio in the US

23% of adults have cursed at

their phone when a site doesn’t work !@$#%


Connect > Mobile Opportunity in Asia Pac

Good news for Travel industry in APAC:

The most phones in the world

Singapore #1 and Australia #2 for

Smartphone penetration

http://tctechcrunch2011.files.wordpress.com/2011/11/smartphone-adoption-markets-1.png


Engage > Digital marketing tactics

Email & Social Media Advertising tops the list

► 2.9 Billion email accounts globally

► 750 Million FB users► 1.6 Billion mobile phones

► Email still best ROI over other digital channels*

Mobile and Social just make it more interesting

*According to study by Econsultancy and Adestra, 2012


Age breakdown for traffic to Category:Agencies

In Australia, 55+ age group have almost 40% share of visits to the Travel – Agencies category

In China, 25-34 group represent 36% of all visits to the same category

Australia China


Target & Test

Identify key behavioral traits & segment the market to understand and address

demand

Capturing behavioral data is key to drive targeted actions

Who to target, What to promote,

When to promote


Connect > Use the Data to be Relevant & Meaningful

Personalized Subject line: Your ZUJI StarZ HKD$100 hotel evoucher to help you save more for your Manila trip

Hotel Cross-Sell Automated based on collected data


Engage > Video in Email

In HK, US and AU, “youtube” is the 2nd most searched term in 2011

In 2014, video can account for 50% of all internet traffic

Effective engagement because they deliver emotional messages

20 © 2010 Experian Limited. All rights reserved. © 2010 Experian Limited. All rights reserved.


Collect as Much Data as you Can

Analytics & actionable insights can be driven by things like:

► Channel engagement and preference

► Online activity► Attitudes, opinions and

beliefs► Psychographics and

lifestyles► Demographics► Social media insights

Create & build individual customer profiles

The right offers at the right time to the right

customer drives performance

Personalization drives expanded revenue opportunity


Connect > Shorter subject lines

For Travel industry, subject lines of fewer than 26

characters have the highest unique open rates at 28.9%!

Tip: Consider running a subject line test plan to determine the best way to speak to

subscribers, understand what they are looking for, improve open rates and subsequently

improve clicks and transactions generated via email.


Connect > Relevant, Short, Timely SMS

Operational Confirmation numbers Time and Terminal for

flight departures Email bounced – provide

the correct one

Marketing Last minute offers Simple satisfaction survey Encourage review or

sharing

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