Women Also Getting Info Digitally, Slower Penetration than Men
May 13, 2013
The data we have been showing in this space is from NuVoodoo’s recently-completed national study of listeners 18-54.Â Â A recurring theme of our findings is “how fast this is happening.”Â What we have been showing is that your listeners’ lifestyles are changing rapidly in the online-and-smartphone-everywhere age.Â Â Last week, we began looking at that old bellwether, morning information source.Â Â We saw how the male demo cells differ so dramatically from each other in where they get their information.Â Â This is a time of major shift, happening faster than the decline of newspaper, the rise of radio, and then the rise of TV. Â Â Those earlier behavioral shifts have each told us volumes about the shifting lifestyles of those times.Â Â And this behavioral shift, and its steep demographic slope, tells us that the lifestyle is not just shifting, but shifting fast and before our eyes.
This week, let’s look at the women.Â Â First, we’ll note the general, age-cell-only, patterns that cross the gender aisle.Â Â And then we’ll bring back the men for comparison, so we can see the full picture and where the genders do differ.
As we said with the men, looking at this dramatically-sloped chart is like watching our fast culture-change-wave, in progress.Â Â So, in general, here’s what we can say applies to both women and men:
- TV skews old, leads only among 45+
- Internet leads across 18-44
- Smartphone skews young
- Smartphone has eclipsed TV among 18-24, and is close among 25-34
Now, let’s compare the women with the men:
When we line up the genders, here are the key differences:
- Men are “ahead” of Women in leaving TV for Digital.Â Â (Among Men 45+, it’s now close.Â Â Meanwhile, among the Women 45+, TV is still clearly ahead.Â Â Also, among Women 18-24, Smartphone now edges out TV.Â Among Men 18-24, Smartphone has already far surpassed TV.)
- Men also seem to be ahead of Women in rapid Internet penetration.Â Â Women 18-24 are by far the most connected female demo.Â Those girls get their morning info online at levels that are equal to the boys.Â Â But among 25-54, Men are consistently 5-10% above the Women in getting their morning info online.
What this means to you
It is happening.Â Â And very fast.Â Â Both genders.Â Â At very steep slopes.Â Â Morning info behavior is changing, and irrevocably.Â Â The cool and good news is not just that the Internet is so strongly ahead, but that the #2 medium in the younger demos is already shifting from TV to the Smartphone.Â Â And that, of course, is where your radio station is just a click away.
As for the genders, they are not all that dissimilar.Â Â Women always were more drawn than Men to TV for morning info, so they are slower to convert.Â Â But very soon, Women 45+ will be the very last demo cell within 18-54 Adults to prefer TV.
A limited advertising budget can be applied very intelligently and strategically, with high frequency, in digital media.Â Â Yet so many stations continue to believe that traditional TV is their best advertising medium.Â Â Fascinating.Â Â Let your competition be the guy who lashes himself to that mast, while you surf the wave that’s smashing into it.Â Â Let’s hope the dumb guys stay out of meaningful digital marketing for a long time.Â Â In the meantime, take advantage of their absence, and make a huge impact digitally now.