Women Digital Habits Study

COPYRIGHT © 2014 SPH MAGAZINES PTE LTD. CO
THE SINGAPORE WOMEN
DIGITAL STUDY 2014
All rights reserved. No part of this report may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the
prior written permission of the SPH Magazines. For permission requests, please contact SPH Magazines.

THE SINGAPORE WOMEN DIGITAL STUDY 2014
SCOPE OF THE SINGAPORE WOMEN DIGITAL STUDY
How do
women play?
How do
women
socialise?
How do
women shop?
How do
women
decide?

WHAT DO YOU NEED TO KNOW ABOUT THE STUDY?
Monthly Personal Income/
Monthly Household Income
$3,546/$7,151
Study Sample Size
2,294 women
Graduates/Postgraduates
64%
Marital Status
52% married
PMEBs
74%
Respondents Aged 20-49
Median Age 32
THE FIRST AND LARGEST EVER STUDY CONDUCTED ONLINE ABOUT
WOMEN AND THEIR DIGITAL HABITS IN SINGAPORE

DEVICE OWNERSHIP AND USAGE PATTERNSHOW DO WOMEN PLAY?

WHAT DEVICES ARE MOST WIDELY USED?
Smartphones
97%
Computers
80%
Tablets 57%

44%
20-24 years
55%
25-29 years
58%
30-34 years
62%
35-39 years
64%
40-44 years
50%
45-49 years
TABLETS. WHO OWNS MORE OF THEM?

HOW CONNECTED ARE WOMEN?
Average
number of
devices owned :
2.4
Those who own
smartphones/
tablets/
computers:
46%

HOW ATTACHED ARE WOMEN TO THEIR TECH TOYS
ON A DAILY BASIS?
Tablets
1h 30min
Smartphones
3h 40min
Computers
4h 30min

WHAT ARE WOMEN DOING ON THEIR DEVICES?
62%
Emails Social
Networking
Games Shopping Streaming
Shows
88% 85% 54% 52% 37%
Smartphones
Emails Streaming
Shows
Social
Networking
Shopping Games
59% 58% 55% 53%62%
Tablets

HOW MANY WOMEN READ MAGAZINES ON TABLETS?
36% of women read magazines on tablets

HOW DO WOMEN SOCIALISE?

6-9am 9-12pm 12-2pm 2-6pm 6-8pm 8-12pm 12-6am
BEST TIME TO GET WOMEN’S ATTENTION ON SOCIAL
MEDIA?
PRIMETIME

WOMEN’S KEY ACTIVITIES ON SOCIAL MEDIA?
Viewing/
Posting
Photos
82%
Reading
News
Updates
77%
Posting /
Viewing
Comments
58%
Follow
Brands/
Celebrities
58%

HOW DO WOMEN SHOP?

ARE WOMEN SHOPPING ONLINE?
90%
of them do

WHAT DO WOMEN BUY ONLINE?
Fashion
92%
Travel
80%
Dining
65%
Beauty Services
49%
Newspapers/
Magazines/Books
(Digital Version)
48%
Cosmetics
48%
Gadgets
45%
Toiletries
40%
Household
37%
Financial Products
36%

$673
$191
$100 $94 $92 $91 $75 $66
Travel Fashion Cosmetics Gadgets Dining Financial ProductsBeauty Services Toiletries
*Expenditure over a 3 month period
HOW MUCH ARE THEY BUYING ONLINE*?

Sales
83%
Wide
Range of
Products
81%
Free
Shipping
81%
Low Prices
80%
WHAT KEEPS WOMEN COMING BACK TO SHOP
ONLINE?

HOW DO WOMEN DECIDE?

*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements
I welcome creative
advertisements on both print and
digital formats
91%
I am more inclined to buy if ads
appear on both print and
digital/online
85%
Brands that advertise on both
print and digital get their message
to consumers better
87%
ARE INTEGRATED CAMPAIGNS GOOD INVESTMENTS?

43% visited
53% 50%
57% did not
POPULAR BLOGGERS. HOW MANY PAY ATTENTION TO
THEM?

50% 44%
44%
66%The latest gossips and their personal
lives
62%The latest trends to pick up
50%See products they are endorsing
44%Get credible information and advice
POPULAR BLOGGERS. DO WOMEN CARE WHAT THEY
SAY?

HOW RECEPTIVE ARE WOMEN TO ONLINE ADS?
Attitudes towards brands advertising on women's websites/magazines
Pick up shopping ideas
after looking at ads
87%
Have better idea of
product from seeing ads
85%
Do not mind receiving
newsletters, promotions
and emails
75%

WHAT DRIVES CONSIDERATION FOR ONLINE
PURCHASE?
Positive word of
mouth is very
important in
influencing purchases
94%
Would usually buy
products after
seeing positive
reviews from
experts
87%
Trust editorial
endorsements
64%
Trust brands that
advertise more
53%

58%*scores are based on total responses of respondents who strongly agreed and slightly agreed with the statements
WOMEN ARE STRONG BRAND ADVOCATES!
Will recommend
brands they are
loyal towards to
friends
87%
Buy more products
of brands they are
loyal to
85%
Will recommend to
friends brands they
see advertising online
74%

KEY TAKEAWAYS
KEY TAKEAWAYS

KEY TAKEAWAYS
Reach more women
by going on multiple
platforms.
1
Visuals are important
on social media!
2
Grow your business
through e-commerce.
3
Women trust expert
opinions.
4
Women respond to
creative integrated ad
campaigns.
5

Produced by
Insights & Intelligence Unit

Women Digital Habits Study

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