Connectonomics, a newly-released research study from Yahoo! and marketing research firm AddedValue, takes a look at women’s needs and how they relate to the digital and social media channels they use on a daily basis.
- Need States – the common ground: Despite demographic differences, women share the same core needs which revolve around personal growth and a shared interdependence on others. Companies may be better served by understanding women’s core “needs” or what drives and motivates them rather than subscribing to existing stereotypes about Xers vs. Millenials, moms vs. non moms, stay-at-home moms vs. working moms etc. Understanding women’s need states allows marketers to have more relevant conversations with them.
- Different strokes for different channels, not just different folks: Various online channels cater to different need states. Women receive, share and are receptive to information in varying degrees on each of these channels. Understanding this is key to media and marketing effectiveness.
- Power of Anonymity: The study found that the anonymity that content channels offer can lead to deeper emotional connections for women. Women said these sites offer users access to like-minded women and solutions to problems without the risk of being judged by people they know in real life.
- Social media is not a silver bullet: Also surprising is the insight that social media is less relevant in the context of shopping, brands and purchase decisions. Content channels such as lifestyle and special interest sites offer 3x the impact on purchase decisions compared to other online channels, creating much better opportunities for advertisers to build relationships. Marketing messages resonate more with women when presented in the context of content channels as opposed to social media sites.
You can download an executive summary of the Yahoo! Connectomic study here (pdf).