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Female media use

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Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

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.

Article

This article explores the online behaviours of India's women, and how brand marketers can capture their attention.

Research Paper

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.

Article

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.

Research Paper

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.

Article

The following article covers the findings of in-depth research carried out across multiple Asian markets by SenseAsiaTM on women's paths to purchase in the automotive sector.

Article

This article discusses recent global statistics, research and insights into mothers.

Article

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories.

Article

This article looks at how marketers can use apps to address the different interests of female car buyers in China, whose numbers are growing rapidly.

Research Paper

This paper analyses the online behaviour of pregnant women and recent mothers in Brazil by tracking the devices they use to access the internet.

Research Paper

This paper details research into how women in Brazil use smartphones, focussing on the similarties and differences between consumers at each end of the socio-economic scale.

Research Paper

Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers.

Article

This event report discusses how IMAN, the beauty brand targeted at multicultural consumers, has tapped into the rising affluence, digital savvy and comparative youth of its core audience.

Article

This event reports looks at the behaviour of "digital divas" in China. This group of female early-adopters makes up 18% of women who are now online in the country.

Article

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.

Article

This paper compiles USA TouchPoints data on adult female media use, parent-child TV co-viewing, radio habits among mothers, media "multitasking" among males and digital usage among parents.

Article

The US gaming consumer has changed over the past few years with more users playing more than one type of device, and a greater number of younger and female gamers.

Research Paper

Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context.

Article

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.

Article

This slide presentation looks at app trends in the US from March 2011 to March 2012. Significant changes include a rise in smartphone penetration to 50%, creating a pool of 84m iOS and Android users, and an increase in the average number of apps from 32 to 41.

Research Paper

This paper explores the feminine side of the online eve-olution, employing data from sources including the TNS Digital life and mobile life reports on digital and mobile consumer behaviors and attitudes and Yahoo!'s Connectonomics study of the way women digitally connect with content, functionality and people.

Article

Marketers must take into account the way in which the role of motherhood has changed in society over recent years.

Article

Reporting from ad:tech Singapore 2011, Low Lai Chow covered the presentation by Joe Nguyen, comScore Vice President of Southeast Asia.

Article

This summary from the Advertising Research Foundation offers an overview of recent research into mobile phone shopping by age and gender.