“Digital Divas”: Women’s Online Behavior

Microsoft, Mindshare and Ogilvy Chicago Uncover “Digital Divas” in Study of Women’s Online Behavior:

The study from Microsoft Advertising, Ogilvy Chicago and Mindshare surveys more than 800 women on their digital domains — revealing insight on topics from everyday technology gadgets to overarching online philosophies and how and when they shop and “unplug.”

Coined “Digital Divas,” 16 percent of the women surveyed were found to have a higher propensity to shop, communicate and employ digital devices. The study revealed the following about the “Digital Diva” group:
•  22 percent shop once per day.
•  The majority views devices such as cell phones and computers as “extensions of themselves.”
•  86 percent pass along interesting “finds” to others.
•  On average, they have 171 contacts in e-mail, social networking and cell phone address books.
 
As a whole, the study revealed:
• More than half “never” unplug from their digital devices, even when sleeping.
• They view tools such as rewards, loyalty cards, cell phones, coupons via the computer, TIVO and DVR, video on demand, opt-in daily e-mails, and handheld wireless devices to be “blessings” in their lives.
• Technology “curses” were few and centered on activities and types of communication that were “out of their control.”
• If forced to, they would “throw out” their television or cell phone first; only 11 percent would throw out their personal laptop.
E-mail is overwhelmingly, 85 percent, the most important tool.
• On average, they have 5.8 “screens” and 12 digital devices.

 

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