Attitudes to media

What do Australian women really think of the current media landscape?

ALL WOMEN
AGE RANGE
MUM / NON MUM

(% 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?

Facebook

  • Mum 85%
  • Non mum 85%

Instagram

  • Mum 41%
  • Non mum 53%

Pinterest

  • Mum 34%
  • Non mum 23%

WhatsApp

  • Mum 20%
  • Non mum 26%

Snapchat

  • Mum 16%
  • Non mum 29%

Linkedin

  • Mum 19%
  • Non mum 22%

Twitter

  • 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