“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?

Facebook

%

Instagram

%

Pinterest

%

WhatsApp

%

Snapchat

%

Linkedin

%

Twitter

%

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