A new research study from Yahoo! and the brand development and marketing insight consultancy, Added Value, details women’s needs and how they relate to the online channels they use on a daily basis.

2. Agenda 2 Identifying the needs of women Understanding how online channels deliver on those needs Helping marketers make the most out of these connections

4. 4 in Denver, CO

5. 4 in New York, NY

6. Mix of age

7. With & without kids

8. Working & stay at home

9. N=3000

10. 30-minute online surveys

11. Nationally representative

12. Use a mix of online channels and sites

13. Augment of n=250 mom-bloggers or avid followers of bloggers

14. 5 Expert interviews

15. 25 additional interviews to unearth Needs

16. 20 women: academics, bloggers, moms, professionals

17. 5 men: to ensure we had a counter point+ + 3

18. 4 ? ? ? Women are often labeled “complex creatures” Source: Secondary Resources

20. This study breaks through the labels to understand women and their needs

21. 7 Who I am I’d like to develop & express myself I don’t have to be perfect What I think The Internet has access to tons of information, answers & women like me How I feel It’s not taboo to take care of my own needs, emotions What I do I live a robust, multifaceted life that can’t be pigeonholed Women don’t want to be bucketed and aren’t interested in perfection Source: Qualitative & Dipsticks (Qualitative)

23. Who is she connecting with?

24. Where are women sharing or receiving?

25. Where is she most receptive to advertising?

26. Where is she getting product information?

27. How does she get deals and share them?

29. 10 Breaking it down to basic needs What drives her? Do needs differ by life stage? What does she want when connecting with others?

30. Knowing what makes women tick 11 Expert Interviews + Quantitative + Qualitative Source: Dipstick + Quantitative + Qualitative 11

31. Some needs are more prevalent than others Relying on others Validation from Others Personal Growth Relying on self 12 Source: Quantitative

32. 13 Mature Vs. Young Prevalence of needs: How important is this need? Mutual Sharing Pushing the limits Affectionate Closeness Release & Escape Being the Best Be in the Know Care of Self Broadening Horizons Improve Myself Boomer Millennial Social Currency Repair & Healing Up the Ante Bargain Hunting Validation Be Enabled In Control Source: Quantitative Base size: Millennial Women n=411; Boomer Women n=1011

33. 14 Stay at Home vs. Work out of Home Prevalence of needs: How important is this need? Mutual Sharing Pushing the limits Affectionate Closeness Release & Escape Being the Best Be in the Know Care of Self Broadening Horizons Improve Myself Stay at Home Working Social Currency Repair & Healing Up the Ante Bargain Hunting Validation Be Enabled In Control Source: Quantitative Base size: Working Women n=1803; Homemakers n=337

34. 15 Kids vs. No Kids Prevalence of needs: How important is this need? Mutual Sharing Pushing the limits Affectionate Closeness Release & Escape Being the Best Be in the Know Care of Self Broadening Horizons Improve Myself Kids No Kids Social Currency Repair & Healing Up the Ante Bargain Hunting Validation Be Enabled In Control Source: Quantitative Base size: Women with kids n=692; Women without kids n=752

35. Understanding Needs Much is made of perceived differences between different women, but their underlying needs are consistent The most important needs are about personal growth and connecting with others 16

36. Online Channels Delivering on Needs 17

37. 18 Understanding Channels is Imperative How do the channels fulfill needs? How often is she using the channels? Who is she connecting with? What info is she sharing and receiving and where?

38. 19 What channels did we look at?

39. Care of Self Bargain Hunting Improve Myself Be enabled Affectionate closeness How Channels Fulfill Needs Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 20

40. Care of Self Bargain Hunting Improve Myself Fulfills nearly all needs, helping her be more satisfied emotionally while being a smarter consumer Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 21

41. Care of Self Bargain Hunting Improve Myself Offers sharing regarding personal questions & concerns from others “like her” but might not “know her” Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 22

42. Care of Self Bargain Hunting Improve Myself Controlled information to be used for bargain hunting In turn, making her feel smarter and enabled Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 23

43. Care of Self Bargain Hunting Improve Myself Self improvement, being in the know, & pushing the limits Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 24

44. Care of Self Bargain Hunting Improve Myself Connection to people who love what she loves Taps into our identity and can even aid in bargain hunting Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 25

45. Care of Self Bargain Hunting Improve Myself Strong in delivering for care of self and the need to be in control Great for communicating the important things Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 26

46. Care of Self Bargain Hunting Improve Myself Instant message = Instant Sharing Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 27

47. Care of Self Bargain Hunting Improve Myself About feeling smarter, better & “being in the know” Strong social currency & broadening horizons Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 28

48. Care of Self Bargain Hunting Improve Myself Being close to her circle with the ability to share and release Being in the know without being “close” Be enabled Affectionate closeness Mutual Sharing Release & Escape Broadening Horizons Validation Repair & Healing In Control Be In the Know Being the Best Up the ante Social Currency Pushing the limits NEXT SECTION - HIGHLIGHTING = More than 60% of Women feel Channel delivers on the following need state and/or channel is one of the top 5 to deliver on the need state Source: Quantitative 29

49. 30 Women have complex connected online lives Source: Qualitative

50. 31 Email, social networks, and IM have broad mass reach I use the following weekly… Source: Quantitative Women n=2581

51. Connections vary significantly by channel I connect with the following people… Source: Quantitative 32

52. Information taken from content sites is shared on social networks… What I do on these sites… 33 Source: Quantitative

53. …and in person What I do on these sites… 34 Source: Quantitative

54. Women receive information about products & brands on content sites What I do on these sites… 35 Source: Quantitative

55. Content-rich sites offer expertise and anonymity I read ABOUT the following… Source: Quantitative

56. Surprisingly, anonymity can yield deeper connections Anonymous Access to like-minded women and solutions that truly resonate without the risk of being judged by those who know you About quick, pithy, more public sharing, news, updates Accountable Deeper Connections Casual Connections Source: Qualitative + Quantitative 37

57. Understanding Channels Communication channels and social networking channels are used most often Content channels and groups meet the widest range of needs Content channels also offer anonymity and deeper connection 38

58. Helping marketers make the most out of these connections 39 39

59. 40 Leveraging these Channels for Marketing & Advertising Where is she more accepting of ads? What channels influence purchase decisions? How do the channels deliver on deals? Where is she talking about brands?

60. Ads on content sites are more relevant and engaging How do you feel about each online channel, select all statements that apply… Source: Quantitative

61. Content sites inform purchase decisions How do you feel about each online channel, select all statements that apply… 42 Source: Quantitative

62. Content-sites offer an appropriate forum for customer acquisition and engagement How do you feel about each online channel, select all statements that apply… Source: Quantitative 43

63. Brand & product sharing are taking place most in content driven sites I use this for product or brand information Source: Quantitative 44

64. Delivering for Marketers Women’s Lifestyle sites, Special Interest sites, and Online Review sites are seen as relevant and impactful marketing channels. Ads, specifically, on content sites are more relevant and engaging They have impact through the course of the funnel 45

65. “RECEIVING” Get info about my interests Get info about products/brands Read reviews Read comments/ posts Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “NEEDS” “SHARING” Validation Repair & Healing Post/upload my own content In Control Be in the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 46

66. “RECEIVING” Read comments/ posts Get info about my interests Get info about products/brands Read reviews Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 47

67. Get info about my interests Get info about products/brands Read reviews Read comments/ posts “RECEIVING” Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 48

68. “RECEIVING” Read comments/ posts Get info about my interests Get info about products/brands Read reviews Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 49

69. Get info about my interests Get info about products/brands Read reviews Read comments/ posts “RECEIVING” Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 50

70. “RECEIVING” Get info about products/brands Read reviews Read comments/ posts Get info about my interests Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brandsare there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 51

71. “RECEIVING” Read comments/ posts Get info about my interests Get info about products/brands Read reviews Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 52

72. “RECEIVING” Read comments/ posts Get info about my interests Get info about products/brands Read reviews Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 53

73. “RECEIVING” Read comments/ posts Get info about my interests Get info about products/brands Read reviews Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits I don’t pay attention to ads here Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products “RECEPTIVITY” 54

74. “RECEIVING” Read comments/ posts Get info about my interests Get info about products/brands Read reviews Care of Self Discuss or share info about products & brands Bargain Hunting Improve Myself Share links/info I found interesting Be enabled Affectionate closeness Share interesting videos Mutual Sharing Release & Escape Write reviews Broadening Horizons “SHARING” “NEEDS” Validation Repair & Healing Post/upload my own content In Control Be In the Know Post comments Being the Best Up the ante Meet new people through this Social Currency Pushing the limits Has reliable information on brands/ products Useful to figure out what brands are there Gives me different point of views on products Has encouraged me to try out new products I don’t pay attention to ads here “RECEPTIVITY” 55

76. Women’s lifestyle and Special interest sites fulfill the most needs for women. These channels also offer anonymity which results in deep emotional connection.

78. Women are most open to advertising on these channels especially compared to communication.56

79. THANK YOU! Amy Janis Edwin H. Wong Radha Subramanyam Lauren Weinberg Ira Amilhussin Christina Mautz Nima Srinivasan Carisha Larios Kimberly Baylor Jason Huntley Amisha Agrawal Mariano Paniello ?’s: amyjanis@yahoo-inc.com edwinw@yahoo-inc.com 57