Why Women Rule the Web, Yahoo and TNS #Eso3D #esomar


This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Image representing Yahoo! as depicted in Crunc...

Eve-olution: why women rule the web
Understanding the digital lives of women around the world
Dan Brilot, TNS Digital, UK
Brian Cooper, TNS North America, USA
Tony Marlow & Amy Janis, Yahoo!, USA

  • Women do more social, email, and shopping online than men but social is half of all online time, particularly in latin america. includes text messaging and pictures.
  • [Why do market researchers use chart junk? we know better right?]
  • Women make 85% of all brand decisions [Yikes! Did you know that?]
  • Connectonomics = needs, channels, receptivity [Have we just discovered the next buzzword? I think we’ll have lots of choose from after today! ]
  • Quant + focus groups + phone interviews of thousands of women [How’s that for multi-mode! jealous?]
  • Women want repair and healing, mutual sharing, release and escape, improve myself, affectionate closeness, care of self. [um… where’s chocolate?]
  • Women have complex online lives.  They’re posting comments, social networking, emailing, reviewing sites, blogging, and more. [I’m guessing men don’t do these things or it’s not complex. Poor men.]
  • Women are taking what they find online and sharing it IRL [That means In Real Life as in “IRL, Annie is much taller than I thought]
  • Women are connecting online 3 hours more per month than men. Women want personal growth with their online communications. Women use multiple channels to connect and share.

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