Innovation is now crucial across all economic sectors. Every year over 30,000 new products are launched in European stores, but less than 30% of them are still around 3 years after their launch. The Toluna survey for the 2012 LSA innovation awards focuses on women and innovation and might shake up some common beliefs!
In fact, 80.2% of French women say that they have bought new products this year, compared to only 76.1 % of men. Even in the very large consumer innovation category, women have almost caught up with men (6.9% and 7.6% respectively). Women are not put off by innovation, quite the contrary.
They also have a broader view of innovation: they don’t just cite High-Tech as one of the most innovative sectors in FMCG, but also Health and Beauty, fresh dairy products, DIY, household appliances etc. To find out more about such innovations, women prefer seeing them in store (58%) rather than in the media (49%), whereas men have the opposite preference.
Shopping is generally thought of as a typically feminine activity and female consumers have gained the reputation of being shopaholics! However, we are now seeing a number of changes. The economic situation in France has become more complicated in recent years, purchasing power is a worry for many households, and new technology is evolving … How are women responding to these changes? What shopping habits do they have in 2013? Have their expectations and attitudes changed? Are Smartphones and e-commerce now an integral part of their purchases?
In answer to these questions, in June 2013, Unibail-Rodamco launched a Shopping Observatory, in partnership with Ipsos, to try and understand French women and their shopping patterns, their motivations, what holds them back, their indulgences, as well as future trends. (1)
In the past, socialisation of young children only occurred in certain situations, including the family unit, at school and amongst peers. However, the increasing availability of television and internet access has changed this traditional pattern. Whereas children’s environments generally used to be controlled by parents and schools, nowadays children have unlimited access to media content. This development has brought about a number of concerns: the feeling of a loss of control could lead to potential media intrusion or invasion on daily life… Various groups have attempted to take control of this problem. For example, the European Council provides clear, standardised guidelines which allow guardians to control and avoid any potentially negative media influences on children. However, the amount of freedom that the small screen allows is still widely disputed and feared by the public.
Is Television an accessible resource or a threat to education?
In recent years, the number of murders committed by teenagers has multiplied, and it is commonly believed that the killers may be influenced by excessive consumption of ultra-violent media content. This belief has been challenged by philosopher Marie-José Mondzain in his book « Can imagery kill?” In the book he disputes the idea that exposure to violent content can directly influence behaviour. This imitation theory is based on the assumption that teenagers have no ability to put information into context or the capacity to take information in any way other than imitating it. The fear of such images does not just concern video games, but almost every type of visual content, whether it is reality (TV news) or fiction (cartoons, advertising…). Children’s TV programs are therefore perceived as potentially dangerous.
ROPO a very strange word; more accurately an acronym, behind which lies a very simple meaning: « Research Online, Purchase Offline ». As the name suggests, ROPO refers to the acts of buying initiated on the Internet which terminated in a physical store. However, ROPO can also mean « Research Offline, Online Purchase » behaviour also tends to grow today. It is now inconceivable to miss this phenomenon, which is huge marketing and sales issues.
Womenology delivers you the results of a study on the measurement of flow to Web Store and Web Store to Men / Women conducted by the Institute for the Study of FullSIX group (OTO Research).* This survey aims to analyze the intermingling flow visits and purchases across channels in both directions (from on to off, and off to on).
Between September and December 2012, 25,000 people forming a national observatory, were surveyed by e-mail through questions about their purchases and visits to stores and websites over the past 3 months. In addition, 44 stores 6 market categories (house & electro-fi, telephone, clothing, sport, DIY & Gardening, perfumes & cosmetics) were analyzed, and a benchmark of 10 e-tailers without physical network has been achieved. The results of the Men / Women behaviours are those of an extract of 1047 men and 1794 women from the French online population.
Women show a growing interest in mobile Internet, as revealed by a Médiamétrie study in November 2012. At that time, they represented 43.7% of people connected to a website or a mobile phone application. This number is steadily increasing, and there are 1 million additional women who are connected to the Internet using a mobile phone compared to November 2011. Furthermore, this increase is greater than the average for mobile users (13% for women against 9% for all mobile users).
An increasing rate of possession
One explanation for this phenomenon lies in the fact that women are more likely to own a Smartphone. In the third quarter of 2012, 49.4% (*) of women using a mobile phone were equipped with a Smartphone, against 39.5% in H1 2012.
Movie fans, smartphone users, tablet addicts… women have adopted the digital culture. However, although the new media (smartphones, tablets) has entered into their everyday lives, they have not surrendered their usual cultural practices (films, television, and reading).
Unisex media behavior
The lives of women differ from that of men. The Media study “in Life de Médiamétrie” published in 2012 makes it clear that the lives of women are more marked by “routine activities” than men’s; they vary between activities such as personal care, taking meals, shopping, relationships with family and friends, recreation (taking a walk, going to the theater), or domestic activities. In contrast, the « routine activities » of men are primarily work or studies. (1)
In April 2013, aufeminin.com in partnership with eBay, revealed a study on the relationship between women and their mobiles. (1) How do they use their mobile phones? Where, when and how do they use them? What benefits do they obtain from them in their everyday lives? How do they perceive online shopping on their mobiles (m-commerce)? Here is the precise decoding of an online survey of 3,000 Internet users in seven European countries: Belgium, France, Germany, UK, Italy, Spain and Poland.
It goes without saying that nowadays mobile phones and smartphones play a fundamental role in women’s everyday lives. More specifically though, what about mothers? How can we measure their mobile media consumption? These were the questions raised in a study conducted by InMobi in December 2012 in partnership with Decision Fuel with 1523 respondents from 14 countries (1).
Entitled « A ‘new wave’ takes shape », the study demonstrates the changes in mobile media usage amongst mothers. On a global scale, women tend to multi-task more and more; sending text messages or browsing the web on their smartphones whilst watching TV. The mobile has also become an indispensable tool for brands to influence purchasing amongst women who tend to tolerate ads on this new medium. Thus opening a whole host of opportunities to marketers.
The mobile phone: the first device support for mothers
Women reportedly spend 7 hours per day using media. Although this in itself is important to take into account, it is the distribution of this media consumption which particularly draws our attention. In fact mobile media usage counts for 102 minutes, ahead of fixed internet usage (99 minutes), television (96 minutes), radio (48 minutes), tablets (41 minutes), and finally 33 minutes of reading i.e. magazines and newspapers. In other words, on a global scale, 24% of the media consumption amongst mothers is carried out on their mobiles.
In the United States, women tend to favor using their smartphones for social purposes. According to a survey from Prosper Mobile Insight, published in June 2012 (http://www.prospermobile.com), men and women do not use their mobiles in the same way. Amongst others, activities that are exclusively done via smartphones are not the same according to the sex. The most fundamental differences concerns the use of emails, Facebook, search engines, and e-commerce sites.