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BizReport : Research : November 06, 2008


Study uncovers Digital Divas

Women outnumber men on the Internet, so it's no surprise that more and more studies are being conducted into the behavior of women in the digital world. A recent study delved deep to discover a demographic that is gadget-heavy, tech-savvy and loves to shop online.

by Helen Leggatt

According to a study of more than 800 online women conducted by Microsoft Advertising, Mindshare and Ogilvy Chicago, there's a small segment of online women who eat, sleep and breathe online and are surgically attached to their digital gadgets. Representing 16% of all online women, the demographic has been coined "Digital Divas".

The key to targeting Digital Divas is to use what the study calls the "female trifecta" which entails providing them with information, entertainment and connection simultaneously.

A snapshot of a Digital Diva:

- 51% are moms

- 22% shop at least once a day

- 92% pass along information about deals or finds to others

- 171 is the average number of contacts in their e-mail or mobile lists

- 58% would get rid of a TV if they had to get rid of one digital device, just 11% would ditch their laptops

"While Digital Divas are the trendsetters for marketers to understand now, the reality is the mainstream is soon to follow the patterns and paths they are forging now," said Graceann Bennett, managing partner, director of Strategic Planning of Ogilvy & Mather Chicago.

"This group was probably the most compelling of our study as the implications for how they behave are so important for brands."






Tags: connection, digital divas, entertainment, information, Microsoft, Mindshare, Ogilvy, women








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