My last post talked about women and social media so BlogHer's newest study showing that 35% of all women in the US, age 18-75 are blogging should come as no surprise. So what makes this study particularly important? Read on...
In last weeks posting I mentioned the various categories of social net workers according to Groundswell's (AKA Forrester's segmentation model). The BlogHer study broke out two of these segments - the Writers (Forrester's Creators) and Readers (the Spectators) of blogs. The important take away is the consistent reasons behind both of these different group's blogging activities - fun, information gathering, connection with family and friends, advice and education. Of these the one activity which caught my eye was Fun! Long ago, we at Interpret identified Fun as one of the critical elements required in engaging women so we were not surprised at this finding, but an interesting point is made in the BlogHer study. While we know that women are shifting their media consumption habits away from the traditional channels of the past, BUT they are also shifting their 'play patterns' from traditional activities to on line activities. If you are tracking her involvement in gaming you are aware that women dominate the gaming category ( 64 percent of on line gamers are women) according to a Nielsen study done in 2006.
This 'girls just want to have fun' trend impacts all aspects of strategic market planning - both on and off line. What avenues you go after to find/reach women, what elements you build into the customer experience and even how you design your service and product in some instances. The key thing to remember is that women who are pressed for time, multi-tasking and juggling need a break - and sometimes that break needs to be entertaining.
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