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
- Mum 45%
- Non mum 41%
In recent years women’s interests and content needs have evolved but I feel the media world hasn’t kept up
- Mum 42%
- Non mum 42%
Social media is a way I can champion change
- Mum 34%
- Non mum 33%
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:
Mum: 564
Non mum: 424
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
- Mum 71%
- Non mum 67%
Brands should talk to my passions not to my age
- Mum 70%
- Non mum 69%
I look for news stories about real people and real issues
- Mum 69%
- Non mum 62%
I want content that provides me with a new perspective
- Mum 64%
- Non mum 63%
I want news and content that I can share / talk about with my friends
- Mum 66%
- Non mum 59%
I want content that will enhance my life in some way
- Mum 64%
- Non mum 62%
I still want content for escapism - but it needs to be of a certain quality
- Mum 59%
- Non mum 57%
I want content that will help me to achieve a goal or a dream
- Mum 50%
- Non mum 55%
Content should recharge my emotional energy with human stories and different perspectives
- Mum 54%
- Non mum 43%
My emotional and intellectual needs are not being met
- Mum 38%
- Non mum 38%
Life's too short...I only want to share positive news, images and videos
- Mum 38%
- Non mum 31%
I want more video based content that fits with my lifestyle and passion needs
- Mum 26%
- Non mum 28%
I need to know the latest trends and why I should care
- Mum 21%
- Non mum 21%
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:
Mum: 564
Non mum: 424
Social media platforms used
What social media platforms do women use regularly?
- Mum 85%
- Non mum 85%
- Mum 41%
- Non mum 53%
- Mum 34%
- Non mum 23%
- Mum 20%
- Non mum 26%
Snapchat
- Mum 16%
- Non mum 29%
- Mum 19%
- Non mum 22%
- Mum 17%
- Non mum 15%
Google+
- Mum 14%
- Non mum 8%
Question: Which of the following social media platforms do you use regularly?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size:
Mum: 564
Non mum: 424
Social media behaviours
What do Australian women do on social media?
(% A lot)
Keep in touch with close friends and family
- Mum 52%
- Non mum 47%
Just view other people's content
- Mum 45%
- Non mum 57%
View content from sources that I enjoy e.g. news, celebrities, articles
- Mum 29%
- Non mum 37%
Comment on my family/friend's posts
- Mum 34%
- Non mum 26%
Share interesting content that I come across e.g. news articles, recipes, videos
- Mum 26%
- Non mum 18%
Post my own original photos and videos
- Mum 18%
- Non mum 15%
Pursue a creative hobby e.g. post about, sell or research my creations
- Mum 13%
- Non mum 12%
Comment my opinion on articles and content posted by pages/brands
- Mum 13%
- Non mum 7%
Organise events with my friends
- Mum 7%
- Non mum 13%
Post updates about myself
- Mum 10%
- Non mum 7%
Build my career or business through my social media presence
- Mum 8%
- Non mum 8%
Watch or participate in live events
- Mum 8%
- Non mum 5%
Question: How often do you do the following things on social media?
Source: “The Whimn Way” Digital Networks Australia 2017
Sample size:
Mum: 564
Non mum: 424