Entender as mulheres australianas é fundamental para acelerar a paridade de gênero

O comportamento de consumo digital destaca como as marcas podem atingir o público feminino em seus próprios termos

Esta semana é comemorado o Dia Internacional da Mulher, um dia importante que celebra as conquistas sociais, econômicas, culturais e políticas das mulheres. Esse dia também marca um chamado à ação para acelerar a paridade de gênero. No entanto, apesar das manchetes e hashtags, as mulheres de todo o mundo estão cansadas e acreditam que mudanças significativas estão acontecendo muito 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).

Mulheres australianas se concentram no bem-estar, na saúde e no autocuidado

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. 

Destaque para o conteúdo de vídeo digital e filmes

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.

As mulheres que jogam on-line são um grupo demográfico inexplorado

Como os comportamentos do público digital continuam a avançar, é importante que as marcas entendam quem são seus públicos para aproveitar as oportunidades de gerar valor pessoal e se conectar. 

Como os jogos on-line permanecem na vanguarda da experiência de entretenimento moderna, ao contrário da crença popular, os jogos on-line não são apenas para o público masculino. 

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. 

Felizmente para os profissionais de marketing, há muitas maneiras de envolver as pessoas que estão passando mais tempo em ambientes digitais. E quando se trata de mulheres, elas estão engajadas, ansiosas por ajuda e têm os olhos e ouvidos abertos para as marcas que oferecem ajuda. 

FONTES

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