Women Online

What makes them tick, click and engage with your Brand ArmandoRodriguez Yahoo!

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Understanding Women

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 the Yahoo! approach

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SCIENCE

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Info Gathering
26% News & Information

Enjoyment
10% Entertainment & Leisure 2% Shopping

Efficiency
3% Search & Navigation

Connection
35% Communication 19% Social Networks

Source: Yahoo!/OTX Womens Me Time Study | August 2009 QINTACT3: Now, please select the one factor that best describes your primary motivation for using the Internet. comScore Plan Metrix, May 2010 5 Yahoo! Confidential Latin America Based on Total Minutes Spent by Demo

Online = Connection, Fun, and Relaxation

PRIMARY MOTIVATIONS FOR GOING ONLINE
Curr. events / Pop culture Connect / Sense of community Gain confidence

In touch with friends/family

Be organized / Save time

Have fun / Be entertained

Relax / Unwind

Learn / Find answers

Source: Yahoo!/OTX Womens Me Time Study | August 2009 QINTACT3: Now, please select the one factor that best describes your primary motivation for using the Internet.

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Vitality = Connection Blogs = Enjoyment

Tips = Information

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ART

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Online Activities Differ by Time of Day

TIMELINE OF ME TIME ACTIVITIES INTERNET (TOP 10)

Info Gathering

Efficiency

Connection

Enjoyment

Source: Yahoo!/OTX Yahoo! Confidential Womens Me Time Study | August 2009 activities you do in that time frame during the Me Time of a weekday. See Appendix for detailed data. Base, Total QMT2: Using the timeline provided below, please select all the W25-44 Answering weekday n=1049

Online Activities Differ by Time of Day

Info Gathering

Efficiency

Connection

Enjoyment

Y! News > Health:

Info gathering & Efficiency
W25-44 Answering weekday n=1049

Y! Mujer > Healthy Living:

Enjoyment & Connection
10

Source: Yahoo!/OTX 10 Yahoo! Confidential Womens Me Time Study | August 2009 activities you do in that time frame during the Me Time of a weekday. See Appendix for detailed data. Base, Total QMT2: Using the timeline provided below, please select all the

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SCALE

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SCALE

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Yahoo! Has a Highly Engaged Female 25-54 Audience

WOMEN 25-54 ON YAHOO! 17.77 million
W25-54 online monthly

10.4 minutes
Average minutes spent per usage day

5.8 days
Average usage days per visitor

1.16 billion
Total number of pages viewed monthly

1 hour
Average time spent per visitor per month

Source: comScore Plan Metrix, May 2010 Latin America Yahoo! Confidential

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Finding the Right Recipe

Hmm...what should I cook? I need some recipe recommendations for thanksgiving Which is the best rated pumpkin pie recipe? Im looking for a stuffed lobster pasta recipe

Audience

Advanced Search
Search for recipes by dish, ingredients, country, difficulty or preparation time

Editorial Recommendations
Find recipe recommendations, featured recipes and chef blogs Look at pictures of delicious recipes

Community & Ratings

Rate and search for the most popular recipes Connect with other users Share recipes with friends via Email, IM, Facebook

Simple Search
Search for specific recipes 16

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Engagement

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Yahoo! Cocina - Argentina

Yahoo! Cocina - Mxico 17

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Yahoo! Mujer De Moda

Syndicated Banners for De Moda 18

Conclusion
FIND HER. The Internet is growing in importance, especially when women want to relax. Advertising should match their state of mind. KNOW HER. Women do different activities during different times of the day, use activities strategically to tell brand powerful stories TARGET HER. The Internet for her is about productivity, info gathering, entertainment and/or connection advertising tone and messaging should match thatcreate immediate and lasting engagement

REACH HER. Yahoo! provides the scale to reach the right people in the right setting in meaningful numbers
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armando
rodriguez
Yahoo! Hispanic Americas armandor@yahoo-inc.com

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