HOW DO WOMEN TALK ABOUT THEIR MOMENTS OF INDULGENCE ONLINE?

360i Consumer Insights April 2011

WHY ARE WOMEN TALKING ABOUT THEIR INDULGENCES ONLINE? BY # OF POSTS
About Me / Interview (3%)
Women talking about indulgences because they are answering a survey that contains a list of questions (i.e. an Internet meme). Women talking about their indulgences in the “About Me” portions of their profiles or a more formal interview.

Answering a Survey (7%)

Conversation (11%)
Women talking about their indulgences within a conversation online — this includes forum conversations, Twitter conversations using @ & Facebook conversations).

Reflection / Thinking Out Loud (79%)

Women talking about their indulgences because they are reflecting/thinking out loud (i.e. status updates or reflective blog posts).

WHAT ARE WOMEN DOING TO INDULGE? BY # OF POSTS
30% 25% 20% 15% 10% 5% 0%

WHAT ARE THE OPPORTUNITIES FOR MARKETERS?
• Women are open to sharing their moments of indulgence online, so use these topics as tools to crowd source or build community. Give women permission to indulge – respond to her confessions, give her encouragement and tell her that she deserves these moments. Marketers often reach out to women in their “go time,” but consider connecting to women during their “slow times” as well, with content that they would find indulgent (videos, music, etc.) For CPG and entertainment brands, consider how your product fits into a woman’s day or her times of indulgence and then leverage her social nature to increase conversation around your brand or product.

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Source: 360i Analysis of the social media landscape, conducted October/November 2010 for data spanning September 2010 – October 2010; Sample size: 122/150 blog, forum, micro-blog and social network posts