数字消费行为凸显了品牌如何以自己的方式接触女性受众
本周是国际妇女节，这是一个庆祝妇女在社会、经济、文化和政治方面所取得成就的重要日子。这一天也是加快实现性别平等的行动号召。然而，尽管头条新闻和标签层出不穷，世界各地的妇女却感到疲惫不堪，认为有意义的变革来得太慢。
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).
澳大利亚妇女关注健康、保健和自我护理
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.
聚焦数字视频和电影内容
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.
女性网络游戏玩家是一个尚未开发的人口群体
随着数字受众行为的不断发展，品牌必须了解他们的受众是谁，以便抓住机遇，推动个人价值和联系，你可能会发现他们的特点令人惊讶！
网络游戏仍然是现代娱乐体验的前沿，与人们普遍认为的相反，网络游戏并不仅仅是男性受众的专利。
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.
值得营销人员庆幸的是，有很多方法可以吸引那些在数字环境中花费更多时间的人。说到女性，她们参与度高，渴望得到帮助，并对提供帮助的品牌睁一只眼闭一只眼。
SOURCES
- 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
- 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
- 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
- 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
- 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
- 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
