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© 2011 Crain Communications Inc.
Always on Women
A survey of how women are using technology today
What Devices Millennials are Using, And What They Are Doing With Them
Activities by device (Female Millennials)
CELL PHONE (N=77)
Email
Check the weather
69%
5 7%
68 %
90%
18 %
70 %
84%
29 %
Personal organization
90 %
9 1%
31%
Read up on current events
Use online maps/GPS
9 3%
40%
Play games
Watch video
DESKTOP (N=47)
35 %
Search the web for information
Shop
LAPTOP (N=73)
6 1%
4 1%
60%
15 %
36 %
4 3%
44%
74 %
40%
56%
5 1%
6 3%
64 %
Q: Which of the following activities do you do on each of these devices? You may select as many, or as few, of the activities for each device. If you do not do any of the
following activities for that device, you may ;eave that column blank. Source: JWT/Sonar
Always on Women
A survey of how women are using technology today
What devices Gen X-ers Are Using, And What They Are Doing With Them
Activities by device (Female Gen X)
CELL PHONE (N=147)
Search the web for information
33%
Play games
32%
Read up on current events
95%
97%
83%
86%
51%
19%
59%
76%
23%
Personal organization
Watch video
DESKTOP (N=129)
44%
Email
Shop
LAPTOP (N=103)
81%
86%
47%
46%
42%
65%
18%
Use online maps/GPS
38%
Check the weather
39%
76%
48%
60%
56%
69%
Q: Which of the following activities do you do on each of these devices? You may select as many, or as few, of the activities for each device. If you do not do any of the
following activities for that device, you may leave that column blank. Source: JWT/Sonar
68%
Always on Women
A survey of how women are using technology today
What Device Boomers Are Using, And What they Are Doing With Them
Activities by device (Female Boomers)
CELL PHONE (N=166)
Email
14%
Search the web for information
12%
Play games
13%
Shop
Read up on current events
DESKTOP (N=157)
87%
95%
84%
86%
58%
55%
63%
4%
75%
68%
6%
Personal organization
Watch video
LAPTOP (N=110)
18%
38%
37%
48%
5%
Use online maps/GPS
12%
Check the weather
14%
72%
47%
49%
57%
Q: Which of the following activities do you do on each of these devices? You may select as many, or as few, of the activities for each device. If you do not do any of the
following activities for that device, you may leave that column blank. Source: JWT/Sonar
56%
73%
Always on Women
A survey of how women are using technology today
Women’s Three Must-Have Mobile Functions
Top three phone functions (Female)
MILLENNIALS (N=84)
GEN X (N=165)
BOOMERS (N=176)
91%
81%
79%
73%
62%
43%
34% 33%
22%
13%
8%
24%
21% 19%
24%
20%
14%
16%
11% 12%
4%
10%
8%
6%
4%
0 0
Q: Let’s say your cell phone could only do three things. What three things would you have to have on your phone? Source: JWT/Sonar
7% 8%
0 1%
3%
3% 2%
8%
6%
Always on Women
A survey of how women are using technology today
What Are Women Doing On Their Smartphones?
Smartphone activities (Female), N=515
MOBILE
NOT MOBILE
Email
Pay bills
Manage photos
100%
Play games
Search the web
80%
60%
Shop
Social networking
40%
20%
Research/book travel
Personal organization
0%
Buy tickets
Check the weather
Watch video
Listen to music
Read about health/wellness/beauty
Read current events
Read about eating out/nightlife
Getting directions
Q: Do you typically use your smart phone web browser or an app (or neither) to do each of the following online activities? Source: JWT/Sonar
Always on Women
A survey of how women are using technology today
What Are Woman Buying On Cell Phones?
Things purchased on cell phone (Female), N=88
54%
Apps
52%
Games
49%
Music
26%
Clothing/shoes/accessories
Text donations in charity
24%
Deals (via Groupon, LivingSocial)
24%
21%
Movie/concert tickets
Food
19%
Personal care items
19%
17%
Flights or other travel items
Other
Q: What have you bought using your cell phone? Source: JWT/Sonar
11%
Always on Women
A survey of how women are using technology today
How Woman Are Shopping With Cell Phones
MALE (N=136)
Top source for info? A call to family and friends
FEMALE (N=101)
Using Augmented Reality to get more information
on a product
Calling a family member or friend to ask for his or her
help or opinion
25 %
59%
73%
Searching the web to get more information on a product
11%
Consulting a shopping list stored on my phone
58%
25 %
26 %
43%
Looking for reviews on an item I’m looking at
Searching for a recipe
37%
36%
21%
30 %
Scanning a product’s bar code
34%
Showing a coupon stored on my phone to a store clerk
43%
21%
20 %
Seeing if I can find the product I’m looking at for cheaper at another vendor
34%
38%
Sending a picture of a product via email or social network to get opinions
Finding my way around a store, using an indoor digital map
on my phone
20 %
12%
32%
40%
Scanning a product’s QR code
27%
23%
Q: Which of these activities have you done using your cell phone while shopping? Source: JWT/Sonar
Searching for a coupon for a product I’m thinking of buying
15 %
24 %
Always on Women
A survey of how women are using technology today
Where Woman Are Watching Video, And For How Long
Time spent watching video by device (Female)
< HALF HOUR
HALF HOUR - 1 HOUR
Desktop
Avg. 1.7 hrs
n=196
2-3 HOURS
23%
30%
15%
13%
28%
38%
20%
21%
19%
Note: Small base size for cell phone.
Q: How many times per week do you spend watching video (e.g. TV shows, movies, clips, ets.) on the following devices?
Source: JWT/Sonar
Cell phone
Avg. 1.2 hrs
n=47
4%
10%
25%
3+ HOURS
Laptop
Avg. 1.8 hrs
n=166
19%
11%
1-2 HOURS
24%
Always on Women
A survey of how women are using technology today
Woman Are watching Video On Devices Other Than Their TV Sets
Types of video watched by device (Female)
CELL PHONE
(N=47*)
Clips
LAPTOP (N=166)
35%
TV Shows
Movies
Music Videos
Other
17%
15%
53%
40%
49%
36%
41%
46%
29%
54%
58%
74%
*Note: Small base size for cell phone Q: What type of programming do you watch on the following devices?
Source: JWT/Sonar
DESKTOP (N=196)
67%
59%
Always on Women
A survey of how women are using technology today
How Do Woman Discover The Video They Watch
MILLENNIALS N=70
GEN X N=131
Source of videos watched (Female)
BOOMERS N=120
Directly from websites
70%
60%
50%
By browsing through
different sites that host
videos
40%
Through my online
social network
30%
20%
10%
0%
My friends usually tell me
about them
Other
In an email from friends or family
Q: Which of the following explains how you find videos to watch?
Source: JWT/Sonar
Always on Women
A survey of how women are using technology today
Tablet Ownership Is Still Small, But Consumers Use Them For A Wide Variety
of Activities
Activities on tablet*
MALE (N=37)
FEMALE (N=30)
87%
65%
67%
61%
75%
70%
75%
71%
72%
57%
39%
33%
35%
58%
55%
53%
47%
49%
32%
65%
63%
49%
31%
74%
34%
21%
20%
15%
6%
(*Caution: Low base size)
Q: Which of the following activities do you do on each of these devices? You may select as many, or as few, of the activities for each device. If you do not do any
of the following activities for that device, you may leave that column blank. Source: JWT/Sonar
10%
55%
Always on Women
A survey of how women are using technology today
Mobile Affair: Love or Strictly Business?
Relationship with cell phone (Female), N=265
My phone wears the pants
in the relationship
9%
Full-on love affair
22%
41%
29%
Strictly business
Q: How would you describe your relationship with your mobile phone?
Source: JWT/Sonar
What happens on my
phone stays on my phone
Always on Women
A survey of how women are using technology today
How Women Use Mobile Devices as Parents
MALE (N=195)
Attitudes towards mobile phones and children (Agree strongly/somewhat)
FEMALE (N=254)
PARENTS WITH CHILDREN AGE 12 AND UNDER:
I use my cell phone to entertain
my young children
I use my cell phone to get my young
children to quiet down
45%
33%
41%
28%
PARENTS WITH CHILDREN AGE 13+:
I wish my kids didn’t use their
cell phones as much as they do
56%
47%
I wish my kids picked up their cell phones
when I called them
62%
65%
PARENTS WITH CHILDREN OF ALL AGES:
There have been times when my cell phone
has distracted me from my kids
Q: How much do you agree or disagree with the following statements? Source: JWT/Sonar
33%
26%
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