ジェンダー平等を加速させるには、オーストラリア女性を理解することが重要

デジタル消費行動から浮かび上がる、ブランドが女性視聴者にリーチする方法

今週は国際女性デーであり、女性の社会的、経済的、文化的、政治的功績を称える重要な日である。この日はまた、ジェンダー平等を加速させるための行動を呼びかける日でもある。しかし、見出しやハッシュタグとは裏腹に、世界中の女性たちは疲労しており、意味のある変化があまりにも遅すぎると考えている。 

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).

オーストラリア人女性、ウェルネス、健康、セルフケアに注目

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. 

デジタルビデオと映画コンテンツに注目

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.

女性オンラインゲーマーは未開拓の人口層である

デジタル視聴者の行動が進歩し続ける中、ブランドは、個人的な価値を高め、つながる機会をつかむために、視聴者が誰であるかを理解することが重要である！ 

オンラインゲームが現代のエンターテインメント体験の最前線にあり続ける中、一般に信じられているのとは逆に、オンラインゲームは男性だけのものではありません。 

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. 

マーケターにとってありがたいことに、デジタル環境で多くの時間を過ごす個人を取り込む方法はいくらでもある。そして、女性に関しては、彼女たちは熱心で、助けを求めており、ブランドが援助の手を差し伸べることに目と耳を開いている。 

ソース

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