“It would be good if I could get 70% of the things that I like and 30% of the things that I don’t know that I like yet, just a little taste”
Attitudes to media
What do Australian women really think of the current media landscape?
(% Agree)
Social media is a way I can voice my concerns
%
In recent years women’s interests and content needs have evolved but I feel the media world hasn’t kept up
%
Social media is a way I can champion change
%
Question: These statements relate to the media and ways you can get news and information. How much do you agree or disagree with these statements?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59
Content expectations
What content do Australian women really want?
(% Agree)
I want content that provides global information with an understanding of how it impacts us in Australia
%
Brands should talk to my passions not to my age
%
I look for news stories about real people and real issues
%
I want content that provides me with a new perspective
%
I want news and content that I can share / talk about with my friends
%
I want content that will enhance my life in some way
%
I still want content for escapism - but it needs to be of a certain quality
%
I want content that will help me to achieve a goal or a dream
%
Content should recharge my emotional energy with human stories and different perspectives
%
My emotional and intellectual needs are not being met
%
Life's too short...I only want to share positive news, images and videos
%
I want more video based content that fits with my lifestyle and passion needs
%
I need to know the latest trends and why I should care
%
Question: These statements relate to the media and ways you can get news and information. How much do you agree or disagree with these statements?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59
Social media platforms used
What social media platforms do women use regularly?
%
%
%
%
Snapchat
%
%
%
Google+
%
Question: Which of the following social media platforms do you use regularly?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59
Social media behaviours
What do Australian women do on social media?
(% A lot)
Keep in touch with close friends and family
%
Just view other people's content
%
View content from sources that I enjoy e.g. news, celebrities, articles
%
Comment on my family/friend's posts
%
Share interesting content that I come across e.g. news articles, recipes, videos
%
Post my own original photos and videos
%
Pursue a creative hobby e.g. post about, sell or research my creations
%
Comment my opinion on articles and content posted by pages/brands
%
Organise events with my friends
%
Post updates about myself
%
Build my career or business through my social media presence
%
Watch or participate in live events
%
Question: How often do you do the following things on social media?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size: 988 Women 18-59