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

  • 18-24 41%
  • 25-34 43%
  • 35-49 46%
  • 50-59 40%

In recent years women’s interests and content needs have evolved but I feel the media world hasn’t kept up

  • 18-24 38%
  • 25-34 44%
  • 35-49 42%
  • 50-59 41%

Social media is a way I can champion change

  • 18-24 39%
  • 25-34 35%
  • 35-49 35%
  • 50-59 30%

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:

18-24: 106
25-34: 237
35-49: 376
50-59: 269

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

  • 18-24 56%
  • 25-34 68%
  • 35-49 68%
  • 50-59 78%

Brands should talk to my passions not to my age

  • 18-24 62%
  • 25-34 68%
  • 35-49 70%
  • 50-59 73%

I look for news stories about real people and real issues

  • 18-24 57%
  • 25-34 64%
  • 35-49 64%
  • 50-59 74%

I want content that provides me with a new perspective

  • 18-24 62%
  • 25-34 66%
  • 35-49 63%
  • 50-59 64%

I want news and content that I can share / talk about with my friends

  • 18-24 58%
  • 25-34 68%
  • 35-49 59%
  • 50-59 67%

I want content that will enhance my life in some way

  • 18-24 59%
  • 25-34 68%
  • 35-49 63%
  • 50-59 61%

I still want content for escapism - but it needs to be of a certain quality

  • 18-24 47%
  • 25-34 57%
  • 35-49 58%
  • 50-59 62%

I want content that will help me to achieve a goal or a dream

  • 18-24 57%
  • 25-34 61%
  • 35-49 48%
  • 50-59 47%

Content should recharge my emotional energy with human stories and different perspectives

  • 18-24 39%
  • 25-34 51%
  • 35-49 50%
  • 50-59 52%

My emotional and intellectual needs are not being met

  • 18-24 40%
  • 25-34 38%
  • 35-49 40%
  • 50-59 34%

Life's too short...I only want to share positive news, images and videos

  • 18-24 33%
  • 25-34 37%
  • 35-49 36%
  • 50-59 34%

I want more video based content that fits with my lifestyle and passion needs

  • 18-24 39%
  • 25-34 35%
  • 35-49 24%
  • 50-59 20%

I need to know the latest trends and why I should care

  • 18-24 26%
  • 25-34 25%
  • 35-49 21%
  • 50-59 15%

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:

18-24: 106
25-34: 237
35-49: 376
50-59: 269

Social media platforms used

What social media platforms do women use regularly?

Facebook

  • 18-24 93%
  • 25-34 90%
  • 35-49 85%
  • 50-59 78%

Instagram

  • 18-24 76%
  • 25-34 61%
  • 35-49 41%
  • 50-59 27%

Pinterest

  • 18-24 15%
  • 25-34 32%
  • 35-49 32%
  • 50-59 29%

WhatsApp

  • 18-24 20%
  • 25-34 35%
  • 35-49 21%
  • 50-59 15%

Snapchat

  • 18-24 62%
  • 25-34 35%
  • 35-49 14%
  • 50-59 6%

Linkedin

  • 18-24 16%
  • 25-34 20%
  • 35-49 24%
  • 50-59 17%

Twitter

  • 18-24 17%
  • 25-34 13%
  • 35-49 19%
  • 50-59 14%

Google+

  • 18-24 6%
  • 25-34 8%
  • 35-49 14%
  • 50-59 14%

Question: Which of the following social media platforms do you use regularly?

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size:

18-24: 106
25-34: 237
35-49: 376
50-59: 269

Social media behaviours

What do Australian women do on social media?

(% A lot)

Keep in touch with close friends and family

  • 18-24 53%
  • 25-34 51%
  • 35-49 51%
  • 50-59 47%

Just view other people's content

  • 18-24 62%
  • 25-34 57%
  • 35-49 47%
  • 50-59 42%

View content from sources that I enjoy e.g. news, celebrities, articles

  • 18-24 50%
  • 25-34 38%
  • 35-49 29%
  • 50-59 26%

Comment on my family/friend's posts

  • 18-24 27%
  • 25-34 29%
  • 35-49 33%
  • 50-59 29%

Share interesting content that I come across e.g. news articles, recipes, videos

  • 18-24 15%
  • 25-34 20%
  • 35-49 24%
  • 50-59 26%

Post my own original photos and videos

  • 18-24 25%
  • 25-34 19%
  • 35-49 17%
  • 50-59 11%

Pursue a creative hobby e.g. post about, sell or research my creations

  • 18-24 15%
  • 25-34 13%
  • 35-49 14%
  • 50-59 10%

Comment my opinion on articles and content posted by pages/brands

  • 18-24 9%
  • 25-34 9%
  • 35-49 13%
  • 50-59 7%

Organise events with my friends

  • 18-24 20%
  • 25-34 16%
  • 35-49 8%
  • 50-59 2%

Post updates about myself

  • 18-24 9%
  • 25-34 11%
  • 35-49 9%
  • 50-59 6%

Build my career or business through my social media presence

  • 18-24 8%
  • 25-34 10%
  • 35-49 10%
  • 50-59 4%

Watch or participate in live events

  • 18-24 8%
  • 25-34 6%
  • 35-49 9%
  • 50-59 4%

Question: How often do you do the following things on social media?

Source: “The Whimn Way” Digital Networks Australia 2017
Sample size:

18-24: 106
25-34: 237
35-49: 376
50-59: 269