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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⎪
2
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
4 Yahoo Confidential & Proprietary
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?
5 Yahoo Confidential & Proprietary
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
67%
Y Mulher users 55%With kids 36%
9
Smartphone connectivity –key daily habit
Yahoo Confidential & Proprietary
18%
35%
41%
52%
79%
79%
81%Nunca
Smartphone
Tablet
SmartTV
Videoconsole
eBook
Laptop
Desktop PC
(501)
(644)
(693)
(317)
(145)
(49)
(255)
How often do you go online from each device?
Yahoo users 57%
10 Yahoo Confidential & Proprietary
35%
42%
49%
58%
Nunca
Smartphone
Tablet
Laptop
Desktop PC
(493)
(691)
(312)
(637)
How often do you use the following devices while watching TV?
Even while watching TV
11
18%
29%
41%
24%
54%
49%
68%
75%
47%
32%
70%
37%
25%
69%
91%
87%
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
10%
19%
32%
32%
33%
36%
64%
75%
83%
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?
NA NA
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
13 Yahoo Confidential & Proprietary
Base: Total internet users (1,034)
How long would you say you spend on work/ obligations vs your personal life/ leisure?
39% LEISURE61%
OBLIGATIONS
14 Yahoo Confidential & Proprietary
Openness to discover, to innovate …
Base: Total internet users (1,034)
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”
70%
15
Plans for the future = ad opportunities
Yahoo Confidential & Proprietary
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
11%
12%
20%
22%
27%
35%
45%
48%
55%
62%
Base: Total internet users (1,034)
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
16 Yahoo Confidential & Proprietary
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%
Base: Total internet users (1,034)
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?
18 Yahoo Confidential & Proprietary
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
Hig
h i
nte
res
tM
ed
ium
in
tere
st
Lo
w i
nte
res
t
Out of the following list of topics, which topics are the most interesting to you?
% interested in the topics
Four different territories
19 Yahoo Confidential & Proprietary
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?
20 Yahoo Confidential & Proprietary
High relevance
Low interest
High interest
Maternity Finance
Sports
Health
News
Beauty
Wellness
Relationships
Handcrafts
Astrology
Shopping
CinemaHome TV
Fashion
Low relevance
Market niche Core target
Less demanding
Not interesting subjects
Cuisine
Internet –first and foremost source of information
21 Yahoo Confidential & Proprietary
Beauty Health Cuisine Wellness Relationships Fashion Home Shopping Handcrafts Maternity Astrology
0
10
20
30
40
50
60
70
80
90
100
86%89%
92%89%
69%
86% 87%93%
90%87%
90%
67%
57%54%
61%66%
66%
56%
66%
59% 59%54%
Internet, digital media Social media, forums, blogs Television Chatting with friends
Market niche
audienceCore audience Less demanding audience
Not interesting subjects
How do you find out about _____________?
Specialized blogs –the most attractive format
22 Yahoo Confidential & Proprietary
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology0
10
20
30
40
50
60
70
80
90
100
73%67% 67% 68%
57%
69% 67%72%
69%
54%
Market niche
audienceCore audience Less demanding audience
Not interesting subjects
Which formats do you prefer to find content about ___________________?
66% average
Journalistic or professional articles –offer rigor and expertise on the most relevant topics
23 Yahoo Confidential & Proprietary
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology0
10
20
30
40
50
60
70
80
90
100
56%
72%
45%
72%
57%54% 52%
41%
71%
60%
Market niche
audienceCore audience Less demanding audience
Not interesting subjects
58% average
Which formats do you prefer to find content about ___________________?
Photo galleries –essential to illustrate some topics
24 Yahoo Confidential & Proprietary
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology0
10
20
30
40
50
60
70
80
90
100
50%
29%
43%
32%
46%
70% 72%65%
45%
11%
Market niche
audienceCore audience Less demanding audience
Not interesting subjects
46% average
Which formats do you prefer to find content about ___________________?
Other user’s opinions –a nice to have for “personal” issues
25 Yahoo Confidential & Proprietary
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology0
10
20
30
40
50
60
70
80
90
100
55%52%
45%52% 54%
47%39% 41%
54%
17%
Market niche
audienceCore audience Less demanding audience
Not interesting subjects
46% average
Which formats do you prefer to find content about ___________________?
Video –relevant for “how to…” content
26 Yahoo Confidential & Proprietary
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology0
10
20
30
40
50
60
70
80
90
100
53%
45%
54%48%
38% 39% 37%
69%
51%
17%
Market niche
audienceCore audience Less demanding audience
Not interesting subjects
45% average
Which formats do you prefer to find content about ___________________?
Specialized blogs
27 Yahoo Confidential & Proprietary
Professional articles
Beauty
73%
Handcrafts
72%
Fashion
69%
Health
72%
Wellness
72%
Maternity
71%
Media
66%
Home
72%
Fashion
70%
Handcrafts
65%
Photo galleries
Handcrafts
69%
Cuisine
54%
Beauty
53%
Video
Beauty
55%
Relationships
54%Maternity
54%
Other user’s opinions
Which formats do you prefer to find content about ___________________?
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
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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”
Base: Total internet users (1,034)
“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”
57%
55%
Y Mulher users 60%
Y Mulher user 58%
30
The smartphone and the tablet are becoming more relevant in the pre-purchasing process
Yahoo Confidential & Proprietary
35%
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?
35%
Finding product/ service prices
30%88%
Smartphone TabletPC/ Laptop
Yahoo users 40% Yahoo users 37%
31
Shopping from the PC/ laptop –a consolidated practice
Yahoo Confidential & Proprietary
14%
Purchasing or registering for goods and services
20%84%
Smartphone TabletPC/ Laptop
Base: Goes online from smartphone (493)
Base: Goes online from PC/ laptop (984)
Base: Goes online from tablet (312)
31%
Finding other user’s opinions
30%82%
Smartphone TabletPC/ Laptop
Yahoo users 36%
Which devices are you using for the following activities on the internet?
32 Yahoo Confidential & Proprietary
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
46%
50%
61%
61%
64%
65%
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
Base: Total internet users (1,034)
72%
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”
33 Yahoo Confidential & Proprietary
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)
77%
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?
Base: Total internet users (1,034)
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?
68%
63%
62%
60%
53%
46%
34%
34%
10%
36 Yahoo Confidential & Proprietary
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
64%
57%
45%
29%
27%
19%
18%
15%
12%
14%
(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
38 Yahoo Confidential & Proprietary
Thank you!