Women Are Watching More TV, Video, Prefer Positive Ad Messages

As women continue to play the key role in household purchasing decisions, advertisers might be encouraged that their video consumption as a group continues to increase. Females 18 and older on average watched nearly 180 hours of live TV in the fourth quarter of 2012, up nearly 3% over the same period the year before.
 
Meanwhile, video consumption on the Internet increased 45% to an average of 7 hours and 12 minutes. Viewing on mobile phones increased far less -- 7% to 5 hours and 2 minutes, Nielsen reports.
 
Nielsen says that women spend more than men by $14.31 per trip to supercenters and by $10.32 to grocery stores.
 
Still, increased female TV viewing isn’t occurring in all age groups; the average dropped from nearly 136 hours to 133 hours and 7 minutes among the 18-to-34 segment. The group’s Internet consumption soared from an average of nearly 7 hours to close to 11 hours.
 
Women in the 25-to-54 demo seem to make more use of DVRs than counterparts, with the highest level of time-shifted viewing at an average of 17 hours and 28 minutes in the 2012 fourth quarter.
 
Nielsen also reported that 116 million women “were active on the Web,” compared to 102 million males. Women outpace men in unique visitors on Netflix and Hulu, Nielsen says.
 
Nielsen offered some tips for marketing to women with insight from Nielsen NeuroFocus concluding that “the female brain is programmed to maintain social harmony, so messaging should be positive and not focus on negative comparisons or associations.” Nielsen NeuroFocus also says women “remember more and differently” than men.
 
While women continue to point the way in retail shopping, Nielsen says men are becoming more involved. “Between 2004 and 2012, U.S. women reduced the number of trips they made across most retail channels, while men increased their visits to all outlets except grocery and drug stores,” Nielsen said.

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