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MSLGROUP teamed up with Randi Zuckerberg, the CEO and founder of Zuckerberg Media, editor-in-chief of Dot Complicated
and former marketing director at Facebook, to conduct global research on how the relationship between women and social
media has given women around the world new social, economic and emotional powers.
Called The Social Wisdom of Wired Women Around the World, the global research program explores the evolving relationship
between women and technology in the U.S., Brazil, the U.K. and urban China. The study looks at how a 24/7 social connection
creates new social norms. The study also addresses new data on how women, armed with cutting-edge technology and social
power, have tapped their connected intelligence to revolutionize the way people shop.
Table of Contents
2
FOREWORD
METHODOLOGY
11
14 While social media brings friends and family closer together, it also draws new lines in personal
relationships.
16 Women online and on the go: Wired women in China and Brazil are more accepting of tablets and
smartphones than women in the U.S. and U.K.
18 Wired women around the world share concerns about the misuse of technology and social media.
20 The relationship between wired women and social media plays an important role in new
consumerism across global markets.
22
Foreword
Twenty years ago (maybe even ten years ago), the work day
pretty much ended when you left the office. After shutting
down your desktop computer, it was easy to head home for a
relatively uninterrupted evening. If someone wanted to reach
you, theyd have to call your home phone.
Today, that notion is laughable. Our devices keep us working
around the clock. There are always email to check, texts to
respond to and calendar invites popping up. In addition, our
social media accounts, which are supposed to be fun, require
a lot of upkeep. Those tantalizing notifications keep us
anchored to our screens pretty much 24/7.
Its easy to proclaim that technology has ruined family time,
or distilled human interactions. But the thing is, it hasnt. For
every downside of tech use, there are handfuls of upsides. My
smartphone allows me to work flexible hours so I can pick up
my son up from preschool and not miss a beat at the office.
I can spend less time on basic tasks (like deciding on the
fastest route to work, or looking up a recipe), freeing me up
to spend more time on my passions and family life. And I can
stay connected to people I havent seen in years, allowing me
to nurture relationships that may otherwise have fallen away.
Methodology
MSLGROUP and Dot Complicated conducted an online
survey between August 25 and September 7, 2013 in four
geographic locations: the United States, the United Kingdom,
Brazil and urban China. A total of 3,600 fifteen-minute online
interviews were completed, 900 in each of the four markets.
The survey was conducted in English in the United States and
the United Kingdom. It was conducted in Portuguese in Brazil
and Mandarin in the Chinese markets. The margin of error is
+/- 1.6% overall and +/- 3.2% in each market studied.
The survey targeted females between ages 18 and 64 who
use the Internet at least two hours per week. In each market,
the respondents were representative of the online population
with regard to age, geographic region and income.
The goal of the survey was to explore how social media has
empowered wired women online and around the world,
socially, economically and emotionally. Focusing on the
interaction between women and technology, research was
divided into two parts: (1) the online shopping habits of
women, and (2) the relationship between women and social
media, particularly as it has impacted women in key topical
areas highlighted in Randi Zuckerbergs new book, Dot
Complicated: Untangling Our Wired Lives, such as self, friends,
love, family, career, community and the future. The results
then served to form the MSLGROUP Signature Paths to
Purchase Tool (page 21).
CHAPTER 1
Who Are
The Social Wisdom of Wired Women Around the World | Chapter 1 - Wired Women Online Growing Power Force
Most have developed their own social media voice, and more
than half spoke out using social media in the seven days
prior to taking the survey. Nearly three-quarters did so in the
previous month.
88%
92%
5%
79%
88%
13%
23%
20%
82%
57%
25%
E-Commerce
70%
46%
24%
51%
25%
26%
39%
24%
15%
36%
21%
15%
81%
67%
14%
Social Media
71%
54%
17%
59%
36%
23%
46%
28%
Last 7 days
18%
Randi Zuckerberg, Dot Complicated: Untangling Our Wired Lives, HarperOne, page 52
Women Online:
The Social Wisdom of Wired Women Around the World | Chapter 1 - Wired Women Online Growing Power Force
China
Brazil
94%
Qzone
U.S.
SInA Weibo
77%
76%
79%
U.K.
74%
1
2
Randi Zuckerberg, Dot Complicated: Untangling Our Wired Lives, HarperOne, page 63
Randi Zuckerberg, Dot Complicated: Untangling Our Wired Lives, HarperOne, page 65
Curious
54%
32%
It is my best friends birthday. Social media is the most sincere way
for me to wish them a happy birthday.
29%
I would pay my family members to not use social media when we are
visiting each other in person.
16%
Social media allows me to get advice and support that
I would not seek out publicly because I can view commentary from
others without revealing my identity.
36%
Social media is a theater. Everyone is acting and
most of the news they share is not true.
29%
Social media has made me more empathetic
towards others situations.
32%
Social media has motivated me to participate
in community activism.
27%
It is more acceptable to log into a social media site during a business
meeting than it is to show up late for that meeting.
12%
Social media is a career resource that is worth paying for, if the social
media sites started charging money to use.
12%
Cost-conscious
51%
Music Lover
47%
Health-Conscious
42%
Intellectual
36%
Outgoing
35%
Label reader (nutritional)
32%
Foodie
30%
Politically aware
9%
I would take a pay-cut to accept a job that allows me to post and
share commentary on social media sites.
7%
I would take a pay-cut to avoid the pressure of using social media.
6%
Social media gives me more options of finding romance via public
profiles or my friends contacts.
27%
Environmentalist
25%
Adventurous
23%
14%
I worry that people I date will judge me because of my social media
profile.
12%
Family / Friends
Public / Private
Community
Career
Love
The Social Wisdom of Wired Women Around the World | Chapter 1 - Wired Women Online Growing Power Force
11
CHAPTER 2
LEARNING 1
Going online has improved women's lives ... mostly.
and give us ulcers. In my year traveling and speaking, I
realized that there are millions of people around the world
who, although daily users of these technologies, feel
overwhelmed, insecure and confused about how these
technologies are changing their lives, their families and their
careers. 1
88%
79%
52%
47%
45%
The Social Wisdom of Wired Women Around the World | Chapter 2 - Wired Women Online: Five Key Learnings
13
Most users of Chinese social media sites
feel encouraged by the support they receive
and are also inspired to be better
Qzone
Sina Weibo
Tencent Wei
Renren
Kaixin 001
Pengyou
Douban
51.com
Jiayuan
30%
are encouraged
25%
are encouraged
are encouraged
25%
are encouraged
Are Inspired
35%
33%
32%
Are Inspired
Are Inspired
Are Inspired
Inspired to be better
29%
Proud of what others in their network have accomplished
26%
Encouraged by support received from their network
23%
*Respondents in Brazil, the U.S. and U.K.
LEARNING 2
While social media brings friends and family closer
together, it also draws new lines in
personal relationships.
Its no surprise that social media is redefining the pattern
of personal relationships. In fact, wired women around the
world say they use social media primarily to keep in touch
with friends and family, followed by finding old friends. This
relationship between women and social media has helped
establish boundaries between women and technology and in
wired womens relationships with others.
Social Connections
Who is connected to whom on social media?
China 82%
Brazil
70%
China
41%
Brazil
29%
United Kingdom
8%
United States
8%
Brazil
47%
China
46%
United States
33%
The Social Wisdom of Wired Women Around the World | Chapter 2 - Wired Women Online: Five Key Learnings
15
Brazil
U.K.
U.S.
China
age 11
age 12
age 13
age 14
40%
Brazil
30%
China
23%
United States
19%
United Kingdom
Brazil 44%
United States
39%
38%
China
45%
China
42%
United Kingdom
United States
28%
Brazil 28%
United Kingdom
18%
75%
55%
LEARNING 3
Women online and on the go: Wired women in China and
Brazil are more accepting of tablets and smartphones
than women in the U.S. and U.K.
In the emerging economies of China and Brazil, wired
women appear to have leapfrogged their counterparts in
the more developed markets of the U.S. and U.K. in their
preference for mobile technology. Ownership of tablets
among women in China is twenty percentage points higher
than in the other markets combined. Ninety-one percent of
Chinese women have smartphones, creating a twenty-one
percentage point gap over all studied markets combined. It
appears as though Chinese women also own more devices
overall. They also tied with the U.K. in ownership of laptops
and outpaced all other countries in desktop ownership.
The only device category in which China didnt lead was
in ownership of traditional cellphones without Internet
connections.
Brazil
79%
53%
Laptop computer
China
82%
United Kingdom
82%
United States
72%
62%
Desktop computer
China
Brazil
69%
United States
62%
United Kingdom
Tim Bajarin, Time magazine, Welcome to the Golden Age of Mobile, August 26, 2013
The Social Wisdom of Wired Women Around the World | Chapter 2 - Wired Women Online: Five Key Learnings
17
China
91%
United Kingdom
70%
United States
59%
Brazil
57%
97%
88%
82%
81%
71%
70%
59%
51%
46%
39%
36%
China
61%
United Kingdom
39%
United States
38%
Brazil
28%
55%
21%
24%
Computer
Smartphone
Tablet
LEARNING 4
Wired women around the world share concerns about
the misuse of technology and social media.
Technology can make life complicated, and wired women
online are concerned about the frustrating havoc technology
and social media can sometimes wreak in their lives. There
seems to be a direct correlation between women and
technology in each country, both revealing each groups
differences while further unifying them through their
common discontentment.
More than anything else, wired womens leading frustrations
with social media have to do the behavior of other people
they interact with through technology. In this regard, those in
Brazil are the most frustrated with other peoples behavior,
followed by women in the U.K. and U.S.
Texting while driving is a leading source of concern for wired
women and is very much a global issue.
Brazil
42%
United Kingdom
35%
United States
35%
China
Brazil
16%
Family Members Posting Inappropriate
Things Online
This is the greatest concern of the wired women
in Brazil.
47%
China
20%
United Kingdom
17%
United States
15%
The Social Wisdom of Wired Women Around the World | Chapter 2 - Wired Women Online: Five Key Learnings
19
Brazil
Brazil
47%
39%
China
China
20%
27%
United Kingdom
United Kingdom
17%
13%
United States
United States
15%
9%
Brazil
27%
United Kingdom
23%
20%
overall
United States
19%
19%
China
10%
overall
14%
overall
11%
overall
LEARNING 5
The relationship between wired women and
social media plays an important role in
new consumerism across global markets.
When it comes to purchasing goods and services, wired
women around the world turn to social and digital media as a
source of information at nearly double the rate of traditional
media. This is particularly true for the purchase of clothing,
personal care products, food and non-prescription health
products.
The study found that each product category has its own
primary information source upon which wired women rely in
order to discover and rank the value of consumer products.
For example, online search engines have greatest impact
in the household furnishings category, while online reviews
hold greatest sway in the automobile, home electronics
and sporting goods categories. Online videos have greatest
impact when it comes to appliances.
The study also found that the gap between the reliance
on digital and social media versus traditional media was
greatest in the financial services category (45 percent),
clothing/shoes (37 percent), toys/games (37 percent) and
automobiles (36 percent). In all cases, the reliance power
of social and digital was nearly twice that of traditional media
among women online.
84%
80%
Food products
79%
62%
Consumer (home) electronics
55%
Prescription medicine
42%
Childrens toys and games
40%
Household furnishings
34%
Major household appliances
28%
Financial services
27%
Sporting goods
26%
Automobiles
13%
The Social Wisdom of Wired Women Around the World | Chapter 2 - Wired Women Online: Five Key Learnings
21
Did You Know:
62%
90%
48%
46%
Only
17%
Rxs
(N=1285)
Health/
wellness
(N=1439)
Home
electronics
(N=115)
Financial
services
(N=84)
Appliances
(N=85)
HH
furnisHings
(N=95)
Personal
care
(N=1433)
Food
(N=1441)
Clothes/
shoes
(N=182)
Toys/
games
(N=102)
Sporting
goods
(N=86)
Digital/social [Net]
76%
37%
53%
82%
88%
88%
89%
62%
54%
73%
81%
83%
41%
21%
28%
43%
31%
48%
55%
31%
23%
32%
35%
40%
Online reviews
39%
14%
22%
38%
26%
29%
33%
31%
21%
23%
33%
38%
Online ratings
30%
9%
17%
38%
30%
39%
38%
25%
19%
24%
25%
31%
27%
7%
14%
22%
24%
38%
33%
21%
18%
21%
19%
28%
33%
Sources of
Information Used
Online photos
25%
4%
11%
30%
6%
29%
36%
18%
16%
23%
38%
Online forums
23%
9%
14%
25%
21%
25%
24%
19%
12%
11%
18%
17%
Online newspapers
19%
7%
12%
14%
27%
25%
21%
16%
15%
9%
19%
27%
28%
Online magazines
17%
6%
11%
20%
12%
26%
21%
19%
14%
17%
17%
Online videos
17%
6%
12%
22%
21%
28%
27%
18%
15%
12%
24%
21%
Blogs
15%
7%
13%
18%
23%
13%
21%
19%
15%
16%
13%
24%
Online tutorials
13%
5%
10%
15%
21%
22%
20%
13%
12%
10%
20%
20%
QR codes
10%
5%
10%
11%
18%
22%
16%
14%
11%
8%
12%
13%
Influencer [Net]
56%
78%
66%
46%
37%
45%
54%
50%
56%
44%
44%
43%
Friends / family
44%
22%
41%
41%
27%
35%
38%
41%
47%
33%
35%
33%
Store employee
27%
15%
26%
19%
23%
26%
34%
23%
25%
18%
20%
21%
Doctor / Nurse
N/A
67%
38%
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
40%
19%
39%
52%
43%
62%
54%
53%
53%
36%
44%
58%
Television
22%
10%
26%
35%
21%
42%
29%
35%
34%
14%
26%
38%
Print magazines
18%
7%
14%
20%
15%
21%
25%
23%
18%
14%
17%
27%
Print newspapers
18%
6%
13%
20%
19%
26%
25%
18%
19%
10%
15%
17%
15%
5%
12%
18%
14%
25%
21%
18%
18%
10%
22%
17%
Billboards
15%
5%
12%
7%
13%
26%
21%
17%
15%
12%
15%
19%
Radio
13%
4%
10%
12%
15%
27%
17%
14%
12%
10%
7%
21%
Other
6%
9%
13%
4%
4%
5%
4%
15%
15%
7%
5%
5%
Automobiles
Food Products
Total
(N=472)
U.S.
(N=119)
U.K.
(N=132)
Brazil
(N=120)
China
(N=101)
Total
(N=1441)
U.S.
(N=358)
U.K.
(N=366)
Brazil
(N=316)
China
(N=401)
70%
76%
65%
71%
80%
93%
Influencer [Net]
56%
45%
39%
71%
41%
38%
36%
41%
50%
Friends/family
47%
39%
33%
63%
54%
Online reviews
39%
39%
34%
39%
47%
Store employee
25%
13%
12%
39%
38%
30%
23%
20%
44%
36%
27%
24%
21%
30%
36%
Online photos
25%
13%
16%
39%
36%
23%
11%
16%
32%
38%
Online newspapers
19%
8%
10%
32%
27%
Online magazines
17%
4%
7%
29%
32%
Online videos
17%
5%
7%
27%
32%
28%
54%
33%
31%
78%
74%
23%
15%
13%
39%
29%
Online reviews
21%
11%
8%
38%
29%
19%
8%
8%
35%
24%
18%
6%
7%
33%
27%
Online photos
16%
7%
5%
34%
19%
Online newspapers
15%
9%
4%
33%
18%
Blogs
15%
8%
4%
33%
19%
Online videos
15%
6%
4%
35%
17%
Online magazines
14%
7%
6%
29%
16%
Blogs
15%
5%
3%
28%
Online tutorials
13%
3%
5%
23%
26%
QR codes
10%
1%
2%
18%
23%
Influencer [Net]
56%
48%
46%
69%
60%
12%
5%
4%
20%
20%
Friends/family
44%
36%
34%
57%
53%
Online tutorials
12%
5%
3%
25%
14%
Store employee
27%
18%
20%
36%
37%
QR codes
11%
5%
3%
18%
17%
40%
22%
21%
57%
66%
53%
43%
31%
78%
61%
35%
Television
22%
10%
8%
37%
39%
Television
34%
24%
23%
56%
Print magazines
18%
7%
8%
30%
33%
Print newspapers
19%
17%
9%
33%
17%
Print newspapers
18%
8%
10%
30%
28%
Print magazines
18%
16%
10%
37%
13%
15%
6%
9%
22%
25%
18%
6%
4%
37%
27%
Billboards
15%
3%
5%
24%
33%
Billboards
15%
5%
6%
27%
24%
Radio
13%
3%
2%
23%
27%
Radio
12%
7%
5%
26%
13%
6%
13%
9%
2%
1%
15%
23%
30%
3%
1%
Other
Other
Total
(N=1433)
U.S.
(N=360)
U.K.
(N=363)
Brazil
(N=307)
China
(N=403)
Total
(N=1439)
U.S.
(N=365)
U.K.
(N=356)
Brazil
(N=318)
China
(N=400)
81%
62%
38%
43%
84%
82%
Influencer [Net]
66%
49%
51%
84%
Online reviews
31%
15%
18%
51%
40%
Friends/family
41%
30%
28%
54%
52%
31%
17%
19%
51%
40%
38%
23%
20%
63%
50%
25%
12%
12%
48%
29%
Store employee
26%
10%
18%
37%
40%
21%
9%
8%
38%
32%
65%
Online magazines
19%
7%
8%
45%
21%
Blogs
19%
8%
5%
40%
24%
19%
8%
8%
35%
28%
Online videos
18%
6%
6%
38%
24%
Online photos
18%
8%
6%
38%
22%
Online newspapers
16%
8%
3%
36%
20%
QR codes
14%
5%
3%
26%
23%
Online tutorials
Traditional media [Net]
13%
4%
5%
32%
13%
53%
43%
32%
74%
67%
53%
37%
38%
72%
28%
21%
18%
41%
34%
Online reviews
22%
13%
16%
32%
29%
17%
9%
10%
35%
17%
14%
6%
7%
23%
21%
16%
14%
7%
8%
28%
Blogs
13%
7%
4%
25%
17%
Online newspapers
12%
5%
6%
23%
15%
Online videos
12%
6%
4%
25%
14%
Online magazines
11%
4%
6%
24%
12%
Television
35%
26%
22%
51%
41%
Online photos
11%
4%
5%
22%
13%
Print magazines
23%
16%
14%
40%
25%
Online tutorials
10%
4%
3%
24%
12%
Print newspapers
18%
17%
6%
31%
20%
18%
5%
4%
41%
26%
Billboards
17%
6%
4%
29%
28%
Radio
14%
6%
4%
30%
17%
Influencer [Net]
50%
41%
38%
64%
Friends/family
41%
35%
31%
Store employee
Other
10%
4%
4%
19%
13%
39%
26%
22%
62%
47%
Television
26%
20%
15%
41%
29%
Print magazines
14%
10%
8%
27%
12%
59%
Print newspapers
13%
6%
6%
22%
16%
51%
48%
12%
5%
5%
26%
14%
QR codes
Traditional media [Net]
23%
11%
12%
39%
30%
Billboards
12%
4%
3%
20%
20%
15%
24%
29%
4%
2%
Radio
10%
5%
5%
20%
12%
13%
24%
23%
3%
1%
Other
The Social Wisdom of Wired Women Around the World | Chapter 2 - Wired Women Online: Five Key Learnings
23
CHAPTER 3
The Wisdom of
30%
(less than in other markets)
24%
(significantly greater than in other markets)
Inspired to be better
There is a unique connection between wired women and
technology in Brazil women there are particularly receptive
to technology as part of their lives. Of all the markets
studied, social media penetration in Brazil is highest 97
percent, compared to 86 percent of women surveyed overall.
20%
But the women here are more frustrated with the impact
of technology in general compared to other wired women
online. The leading source of frustration with technology
among Brazilian women is when friends and family post
inappropriate things online followed by texting while driving.
10%
Intimidated by other peoples social status
9%
26%*
(Social) postings
20%*
Frustrations with sites
17%*
Actions (bullying, bragging, gossip, complaining)
10%*
*All are significantly larger than in any other market
The Social Wisdom of Wired Women Around the World | Chapter 3 - Wired Women Online Around the World
25
Automobiles
Prescriptions
80% | 76%
55% | 37%
92%
81%
14%
18%
22%
20%
21%
31%
94%
43%
28%
23%
88%
84% | 62%
Food
28%
26%
72% | 53%
34%
62%
19%
24%
34%
33%
78% | 54%
19%
8%
9%
17%
9%
14%
women in Brazil |
30%
68%
Music lover
46%
Outgoing
41%
Politically aware
38%
Cost-conscious
33%
28%
Intellectual
27%
Health-conscious
25%
Adventurous
24%
Environmentalist
21%
91%
48%
21%
22%
82%
Social Media
Curious
15%
7% 8%
36%
22%
24%
78%
24%
24%
30%
68%
23%
20%
16 times or more
6-15 times
1-5 times
25%
The Wisdom of
74%
Wired women in China have embraced technology and social
media to a greater degree than like-minded women in the
other markets studied. They are more positive about the role
of social media compared to women from the U.S. and Brazil.
There is also a deeper connection between women and their
technology devices than wired women in the other markets.
Social media is much more of an information lifeline for
women in China compared to those in other markets. Over
70 percent turn to social media to stay informed about
current events, as opposed to only 46 percent of women
surveyed around the globe. Nearly half said that social media
has motivated them to participate in community activism,
significantly greater than in any other markets studied. 60
percent of wired women in China say social media makes
them empathetic toward the situation of others.
71%
To keep in touch with family
53%
*Described as a big part of their social media use
44%
21%
13%
12%
China
Brazil
U.K.
U.S.
*Percentage that say online romance is a reason for using social media
The Social Wisdom of Wired Women Around the World | Chapter 3 - Wired Women Online Around the World
27
Sites Chinese Women Visit
Sites Visited at Least Once a Week in China
Qzone
Sina Weibo
76%
Traditional Activities
79%
98%
96%
92%
26%
13%
35%
31%
40%
39%
18%
25%
41%
29%
E-Commerce
88%
20%
33%
35%
82%
72%
Pengyou
11%
19%
52%
18%
40%
27%
65%
Douban
13%
20%
32%
23%
89%
51.com
86%
Social Media
Jiayuan
11%
31%
12%
57%
95%
59%
Kaixin 001
23%
97%
Tencent Weibo
42%
64%
67%
Rennr
32%
33%
24%
35%
27%
80%
9%
15%
27%
38%
68%
13%
26%
16 times or more
6-15 times
1-5 times
29%
The Wisdom of
40%
18%
13%
The Social Wisdom of Wired Women Around the World | Chapter 3 - Wired Women Online Around the World
29
Clothing/shoes
90%
Food products
86%
84%
77%
83%
86%
Home electronics
77%
16%
11%
22%
26%
25%
39%
15%
28%
43%
53%
9%
25%
43%
46%
72%
Household furnishings
61%
7%
27%
Financial Services
36%
52%
43%
18%
3% 9%
40%
17%
27%
28%
3% 7%
17%
Automobile
69%
15%
Social Media
58%
26%
20%
23%
18%
25%
40%
4% 9%
27%
20%
2% 6% 12%
16 times or more
6-15 times
1-5 times
The Wisdom of
59%
32%
12%
The Social Wisdom of Wired Women Around the World | Chapter 3 - Wired Women Online Around the World
31
83%
Clothing/shoes
82%
80%
64%
82%
76%
70%
15%
15%
25%
24%
18%
38%
11%
25%
40%
67%
10%
22%
38%
60%
67%
Food products
Prescription medicine
66%
10%
27%
Automobile
33%
39%
Home electronics
45%
23%
3% 8%
28%
16%
23%
13%
3% 5%
15%
Financial Services
74%
12%
Social Media
58%
27%
21%
26%
18%
29%
40%
6% 10%
24%
28%
4% 8%
16%
16 times or more
6-15 times
1-5 times
Closing Thoughts
The Social Wisdom of Wired Women Around the World | Closing Thoughts
33
STEPHANIE AGRESTA