Capire le donne australiane è fondamentale per accelerare la parità di genere

Il comportamento di consumo digitale evidenzia come i marchi possano raggiungere il pubblico femminile alle loro condizioni

Questa settimana ricorre la Giornata internazionale della donna, un giorno importante che celebra le conquiste sociali, economiche, culturali e politiche delle donne. Questa giornata segna anche una chiamata all'azione per accelerare la parità di genere. Tuttavia, nonostante i titoli dei giornali e gli hashtag, le donne di tutto il mondo sono stanche e credono che un cambiamento significativo stia avvenendo troppo lentamente. 

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).

Donne australiane: benessere, salute e cura di sé

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. 

Riflettori puntati sui contenuti video e cinematografici digitali

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.

Le giocatrici online sono una categoria demografica non sfruttata

Poiché i comportamenti dell'audience digitale continuano a progredire, è importante che i brand capiscano chi è il loro pubblico per cogliere le opportunità di creare valore personale e connessione. 

I giochi online rimangono in prima linea nell'esperienza dell'intrattenimento moderno e, contrariamente a quanto si crede, non sono solo per il pubblico maschile. 

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. 

Fortunatamente per i marketer, ci sono molti modi per coinvolgere gli individui che trascorrono più tempo negli ambienti digitali. E quando si tratta di donne, queste sono impegnate, desiderose di aiuto e hanno occhi e orecchie aperte per i marchi che offrono una mano. 

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