Memahami Perempuan Australia adalah Kunci untuk Mempercepat Kesetaraan Gender

Perilaku konsumsi digital menyoroti bagaimana merek dapat menjangkau audiens perempuan dengan cara mereka sendiri

Minggu ini adalah Hari Perempuan Internasional, sebuah hari penting yang merayakan pencapaian sosial, ekonomi, budaya, dan politik perempuan. Hari ini juga menandai seruan untuk bertindak untuk mempercepat kesetaraan gender. Namun, terlepas dari berbagai berita utama dan tagar, perempuan di seluruh dunia merasa lelah dan percaya bahwa perubahan yang berarti datang terlalu lambat. 

So how can marketers play their role in delivering inclusive, empowering and positive content and marketing campaigns to engage with female audiences and drive conversations about what matters the most to them?

Despite the countless responsibilities and challenges that women have in a given month, they’re voracious consumers of media. On average women spend 97¹ hours consuming digital content per month, that’s seven more hours of media than men. That’s seven additional hours of opportunity for brands, marketers and media owners alike. The biggest online consumers are women aged 25-34 who spend an average of 112 hours and 46 minutes¹ per month, slightly ahead of Women aged 35-44 who spend an average of 112 hours and 34 minutes¹ per month.

Across devices options, women spent 81%¹ of their time consuming digital content via mobile devices. (vs. 74% for men).

Wanita Australia Fokus pada kebugaran, kesehatan, dan perawatan diri

2020 taught us about the importance of wellness, health and self care. In fact, Australian women account for 65%² of engagement for health, fitness and nutrition digital content, putting self care the top priority as many of them had to adapt to a work-from-home lifestyle while balancing their social and family life. 

Sorotan pada konten video dan film digital

Much of everyday life has moved online amid the pandemic, and despite lockdown restrictions lifting, Australians are still avidly consuming online video and movie content. Each month, 8.8 million³, or 87%³, of all Australian women watch video/movies content, and 8.4 million³, or 84%³,  consume broadcast media content. 

As Australian women sought online content for entertainment, they increased their engagement with the broadcast media and videos/movies subcategories by 38%⁴ compared with the previous year, representing 60%⁴ of all consumption.

Gamer Online Wanita Adalah Demografi yang Belum Tersentuh

Karena perilaku audiens digital terus berkembang, penting bagi merek untuk memahami siapa audiens mereka agar dapat memanfaatkan peluang untuk mendorong nilai pribadi dan terhubung, Anda mungkin menemukan karakteristik mereka yang mengejutkan! 

Karena game online tetap menjadi yang terdepan dalam pengalaman hiburan modern, berlawanan dengan kepercayaan umum, game online tidak hanya untuk penonton pria. 

Whether it be “Candy Crush,” “Angry Birds,” “Minecraft” or “Poker,” 7.1 million⁵, or 71%⁵, of all Australian women consume online games content each month. In fact, more women consume online games content than men do (6.6 million⁵).  

In 2020, Australians spent a total of 1.8 billion⁶ hours with the subcategory and women represented 1.0 billion, or 59%⁶, of that. 

Untungnya bagi para pemasar, ada banyak cara untuk melibatkan individu yang menghabiskan lebih banyak waktu mereka di lingkungan digital. Dan ketika berbicara tentang wanita, mereka terlibat, sangat ingin mendapatkan bantuan dan memiliki mata dan telinga yang terbuka terhadap merek yang menawarkan bantuan. 

SOURCES

1. SOURCE: Nielsen Digital Content Planning, 01/12/2020 – 31/12/2020, Females 18+, Females 25-34, Females 35-44 and Males 18+, Digital (C/M), Mobile, Desktop All Devices, Text, All Categories, Time Spent Per Person
2. SOURCE: Nielsen Digital Content Ratings, Monthly Total, 01/01/2020 – 31/12/2020, Females 18+ and People 18+, Digital C/M, Text, Health, Fitness & Nutrition Subcategory, Total Time Spent
3. SOURCE: Nielsen Digital Content Planning, 01/12/2020 – 31/12/2020, Females 18+, Digital (C/M), All Devices, Text, Broadcast Media Subcategory and Video/Movies Subcategory, Unique Audience
4. SOURCE: Nielsen Digital Content Ratings, Monthly Total, 01/01/2019 – 31/12/2020, Females 18+ and People 18+, Digital C/M, Text, Broadcast Media Subcategory and Video/Movies Subcategory, Total Time Spent
5. SOURCE: Nielsen Digital Content Planning, 01/12/2020 – 31/12/2020, Females 18 and Males 18+, Digital (C/M), Mobile, Desktop, Text, Online Games Subcategory, Unique Audience
6. SOURCE: Nielsen Digital Content Ratings, Monthly Total, 01/01/2020 – 31/12/2020, Females 18+ and People 18+, Digital C/M,, Text, Online Games Subcategory, Total Time Spent