SYDNEY: The purchase decisions of Australian mothers are heavily influenced by both online and offline word-of-mouth, with Facebook being their preferred social media platform, according to new research.
This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 8,000 mothers - defined as women with one or more children under the age of 16 - to examine their attitudes towards brands and their online behaviours.
Rebecca L. Norris, Layhour Sao, ESOMAR, Congress, New Orleans, September 2016
This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.
This article, based on research by Ogilvy and Mather, explores how Asia's increasingly middle class women are driving consumer spending growth and provides case studies of how brands can successfully engage this rising consumer group.
David Bunker and James Bryson, International Journal of Market Research, Vol. 58, No. 3, 2016, pp. 355-380
In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.
Stephen Whiteside, Event Reports, Internet Week New York, May 2013
This report discusses the growing feminisation of technology and why brand owners cannot afford to ignore the unique attitudes and behaviours of women, whether in marketing, product design or company management.
Low Lai Chow, WARC Exclusive, September 2012
Global research conducted by McCann WorldGroup's Truth Central suggests that marketers need to rethink their assumptions about Asian mothers, as technology and changing social values render obsolete some of the region's stereotypes.
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.