Digital Influence And The Female Irish Consumer

©Krishna De 2011 – www.KrishnaDe.com

Digital Influence and the
Female Consumer
Krishna De
KrishnaDe.com

KrishnaDe.com

Are you meeting consumers at the
‘Zero Moment of Truth’?

Source: Google ZeroMomentOfTruth.com

Today’s consumer wants to be more
informed to make better choices and be
confident that they get value for money

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Content sites inform
purchase decisions

Source: Yahoo Connectonomics Report

Women gather information from content
sites and share it on social networks
and in person

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Content channels offer anonymity and
a deeper connection

Source: Yahoo Connectonomics Report

Insight: Women are most open to
advertising on content channels
compared with communication channels
where ads are often ignored

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Recommendations ‘from people you know’
is the most trustworthy advertising source
for women surveyed in developed (73%)
and emerging countries (82%)
Source: Nielsen Women of Tomorrow Study

Percent of women that say they “trust somewhat” and “trust completely”

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Women are more reticent to trust adverts
on mobile phones, social networks and
smartphones

Source: Nielsen Women of Tomorrow Study

Percent of women that say they “don’t trust much” and “don’t trust at all”)

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Do you hyper-target your social ads?

Source: Social Code September 2011

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Women are more frequent visitors to
online retail sites and social networks,
and spend more time there than men
Source: comScore Connected Women Study

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Are you aware of the source of traffic to
your site?

Source: Nielsen Jun2 2011

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What motivates consumers to ‘follow’ a
brand, product or service on Twitter?

Source: Exact Target


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Why do consumers ‘un-follow’ a brand,
product or service on Twitter?



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Why do consumers 'Like' a company,
brand or product Facebook Page?



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Why do consumers ‘un-Like’ a
Facebook Page?



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Categories that female Irish consumers
research after receiving a recommendation
for a product or service

Women On The Web: Irish Research September 2011


KrishnaDe.com Source: iReach
Purse Power 2011

There are some gender differences
related to online research…

Purse Power 2011

The percentage of female Irish consumers that
research online
before making a decision to purchase (87%)



Purse Power 2011

The percentage of female Irish consumers who
comment they are more likely to purchase when
they can find recommendations about products
and services online (84%)



Purse Power 2011

comment that negative information online has
made them change their mind about purchasing a
product or service recommended to them (71%)



Purse Power 2011

comment that positive information online has
reinforced their decision to purchase
a product or service recommended to them (80%)



Purse Power 2011

When researching to make a purchase, the majority
of female Irish consumers start their search with a
search engine (76%)



Purse Power 2011

When researching to make a purchase, for female
Irish consumers, the next most popular place to
start a search is a retailer site (18%)



Purse Power 2011

When researching to make a purchase, a minority
of female Irish consumers search on a
manufacturer’s site, with this being more likely
for an older consumer (4%)


Purse Power 2011

Number of female Irish consumers using daily deal
or group buying sites to make a purchase
in the last 3 months



Purse Power 2011

What does this mean for us
as marketers?

 Learn about your own consumer - what do
they search for when looking for your products or
services and what device do they use

 Extend your marketing personas - include
digital insights about your consumer

 Integrate mobile marketing - include mobile
marketing and mobile commerce in your
marketing plans

 Meet consumers where they are online -
experiment with social commerce and look for

ways to build engagement in Facebook with the
development of apps

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as marketers?

 Hyper-target and personalise your
communications - ensure that your adverts and
your marketing message is relevant to your
consumer and target audience

 Invest in your website - search engine
optimisation is critical and consider integrating
the ability for consumers to leave reviews

 Proactively manage your online reputation –
invest resources to track brand mentions and use
the information to enhance products and services
alongside your sales and marketing processes

 Remember - price, service and quality will help
you retain your customer and attract more word
of mouth referrals

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as marketers?

 This presentation was made by Krishna De at the conference
‘Purse Power: How to Engage and Influence the New Irish
Female Consumer’ hosted by RD Communications held in
Dublin in October 2011

 The Irish research was developed from a joint project between
Krishna De, Rachel Dalton of RD Communications and Oisin
Byrne of iReach

 An extended research report about the female Irish consumer
will be made available during October 2011 in the meantime,
please feel free to ask me your questions:

Facebook.com/KrishnaDe
Twitter.com/KrishnaDe

Acknowledgements:

 Oisin Byrne of iReach for the management of the Irish consumer research - the
survey was conducted by iReach Market Research during the period of 22 -29
September using the iReach Consumer Decisions Research Panel which delivered
1,000 responses from adults in Ireland aged 18+ to 65+ and is nationally
representative by Age, Region, Gender and Social Class.

 Gerald Whelan of the graphic design consultancy BrandCentral.ie for the graphic
representation of the Irish research

 Photo credit http://www.flickr.com/photos/osiatynska

KrishnaDe.com

Digital Influence And The Female Irish Consumer

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