How Women Connect and Engage With Online Video – Nielsen Research

How Women Connect and Engage With Online Video – Nielsen Research

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Nielsen did some research recently and had a webinar about how women are connecting with online video. I wasn’t able to get into that webinar but I was able to download the video. I thought it curious that there would be such a massive difference between women and men in regards to online video so I wanted to share it all with you. I didn’t really think there would be much of a difference, that might explain why I’m still single… That was a joke people, laugh! Anyway, I’ve pulled major points out of the presentation and have dropped a link to the Nielsen page for you to get the video if you want.

How Women Connect With Online Video – Methodology

The study looked at women 25-44-years-old to see how they engage with online video and are driving sector growth.

In phase one they passively analyzed the activity, web engagement, conversations and consumption. Then they did a Life360 Video Ethnography to get a real look at a day in the life.

They pulled 35 women from the Nielsen MegaPanel who streamed at least one episode of the Today Show online and visited the website four times in six month. They came from 23 states included those who work and didn’t and were broken into four groups A-D based on age (25-34 and 35-44) and with/without kids and they then documented 10 days of their digital lives online.

They found that working women who are without children spend 4X more of their time online than those with children with the 25-34 demographic topping 400 minutes and the 35-44 demo topping 300 minutes a day. They are online late into the evening as well.

They gave the women in each group catchy titles.

The Connectors 25-34

  • connecting online is part of the job for some while others do it just for social interaction
  • Top-of-the-line smartphones and home computers are priorities
  • watching video from a link doesn’t require any thought (like breathing they say)
  • Time-shifting and snacking on entertainment common

The Digital Pioneers women 35+

  • Tech savvy, not as interested in online life (Twitter,etc) as younger women.
  • Online to check stocks, weather, game, Facebook.
  • Smartphones are organizational tools.
  • Hang out at the kitchen table with family.
  • Higher incomes, more established households make them draws for new digital gadgets

Working vs. Non-Working Women

As the day progresses they look for different things from their activities both on and offline

Working women: Wake up – Go online – Get Ready – Work – Dinner/social Activities – Online (Email/FB/weather) – Retire
Non-working: Wake up – Go Online – Breakfast – Go Online – Dinner – Online – Retire

The working women are checking email, Facebook, weather and news as well as doing things like online banking and home management. The non-working women prefer online TV (Catching up on missed shows), News, weather, browsing and couponing.

Morning Online Time

Almost 50% of the women in the study spent more than one hour (total) online in the morning. They don’t often watch full-length shows but prefer snippets with something of interest to them. For those of you making long-form content that means that you should segment your shows with either clickable chapters or cutting those shows into segments if you’re looking to connect with these demographics (my thoughts, not Nielsen’s). They said a few of the stay-at-home-moms would watch shows they missed the night before. Many start with email, Facebook or set bookmarks and only 25% actively use Twitter (though 50% are signed up). As a side note, that makes it sound like attempting to market to that demographic via Twitter is not going to be all that successful.

Moods and Mindsets

Many of them are interested in catching up, to make sure they haven’t missed anything overnight meaning news and connections with friends. Weather was also important.

Viral videos and TV shows and movies were seen as boosters to energize them with Facebook and email being seen as mini-breaks. So if you’re looking to make some branded video to market towards women you might keep that first part in mind. Your videos should be upbeat and energizing and not so serious, etc.

They really use TV and film to escape from the stress and responsibilities of daily life. A lot of them talked about it being extremely easy, cost effective and quick to catch up on shows they hadn’t seen as well as refreshing memories before a new episode aired that evening. So it seems like you might do well to have small clips, as a content creator, that are aimed at doing just that, catching people up on the most important events in the last few episodes of your show.

Need to know – News, weather, information necessary for the day.

Connecting with others all day. This plays nicely into the social aspect of the web and could be important if you’ve got video you want them to see and share (see below).

Videos work for children as well as the women themselves. Content included parenting, beauty topics, news clips and too funny to miss (viral videos).

Frugality was a major motivator for the groups. That means if you’ve got some way to save them money, offer them savings, coupons or deals,  you could certainly work that into some content. But this isn’t about connecting, this is about hunting down discounts daily.

Here’s a graph on what was most popular content-wise. Top of the chart was parenting, health and wellness. If you’ve got a way to work into these areas with your content, it should definitely be a goal, especially if you’ve got a brand you want to market to them, couple it with one of those topics, add in some coupon-oriented call-to-action and you might have a winner on your hands.

Tips for Internet TV & Broadcasters

Now this last part I’m going to talk about is directly aimed at broadcasters, but any content provider should take note. The two key factors for watching online TV (which almost all of them did), were control and convenience. After that was little to no cost but they hate standard online video problems that include buffering, waiting, bandwidth and low quality video.

Control and Convenience. I can’t help but think back to that comment someone dropped on an article a couple weeks ago stating that we don’t want our content on a hundred different places. We want one place, like Netflix, where we can go and get it all, that’s the convenience portion of it. I suppose Hulu plays into that as well. Control is simply allowing us to watch what we want, when we want it (this is not just a women connecting to online video thing, this surely applies to everyone). Convenience also means being able to access that content anywhere they are specifically on the laptops, mobile and portable devices and they cited being at Starbucks and watching video (my favoritee coffe place in the world, they should sponsor me heh).

If you don’t think this is important, check out this pie chart. Look at the major portion of women in this study that said they use online video more often. Then look at those who don’t and those who use it less. Can you now see why I think this is important information for you?

Finally, they found that women 25-54 are streaming more entertainment-based content than anything else. 76% of all streams in fact. Games and contests are welcome and create opportunities for sharing, organizing and saving money. And the very last point I want to share: They pay attention to online advertising and will click on a sponsor that speaks their language. Don’t you think it’s time to tune your Babelfish in so you understand what they’re saying?

If you want to see the whole webinar, which is far longer than this article, head to the Nielsen site and you can download for a song and a dance. Well, really a name and email.


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