Marketing to Women: More Connected with More FOMO

October 3, 2012 § Leave a comment

New information released from My Life shows that while women are more likely to be a member of Facebook and login more frequently,  they also exhibit a “fear of missing out (FOMO)”.  The study also reinforces the fact that women are more likely to check their e-mail accounts more often.  We are all living in “real time”.  Social media and email brings the world to us on a constant basis.  The world is increasing our interactivity constantly.  As I write this the first Presidential Debate is airing.  It was the most tweeted and Facebooked political event in history.  Social media has become the proverbial “water cooler” and “backyard fence”.

Facebook Fascination

Lots of studies have shown that women are more active in social media so what’s the news here?  Well, not only are women more likely to be a member of Facebook but they also check-in with more frequency.

  • 95% of women surveyed belong to Facebook vs. 86% of men
  • 67% of women login to Facebook once a day or more as compared with 54% of male Facebook members
    • 21% of women login 2-3 times a day vs. 15% of men
    • Only 13% of women say they login to Facebook less than once a week. One in five (20%) of men said the same

Women are also checking into their email more regularly than men.

  • 83% of women check their primary email once a day or more vs. 75% of men
    • This goes up to 90% of females age 35-44 as compared with 85% of men the same age

Why the FOMO Funk?

Why do women have this fear of missing out on things?  For email, could it be that women are constantly in charge as the Chief Operating Officers of their families?  They are dealing with children, family, spouses.  Women are juggling work expectations and dealing with family schedules.

In connecting to their social networks, women are looking to their friends for the news they can use.

  • 65% of women (vs. 59% of men) say they keep an eye on their social networking profiles because they don’t want to miss news or an important event or status update
  • One quarter of female respondents (25%) said they typically visit or log-on to their social networking profiles when they wake up, before they check their email accounts. Only 18% of men report checking social networking profiles before e-mail
  • 47% of women wish there was a solution to help them manage all their social networking profiles (vs. 40% of men)
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Marketing to Women: OMG! Do you have FOMO? Social Media Addiction?

August 2, 2012 § 2 Comments

Do you have FOMO (fear of missing out)? Do you check your Facebook and Twitter before your email in the morning?  A study by MyLife.com found that 62 percent of  social media adults 18+ (currently a member of more than one social network) say they regularly check-in to their social networks because they don’t want to miss something (e.g., news or an important event or status update).

JWT Intelligence study finds that men are more susceptible to FOMO than women.

Even though a higher proportion of women are sharing and socializing online, a JWT Intelligence report  shows that men might be more vulnerable to FOMO than women are.

According to the 2012 Connecting and Communicating Online: State of Social Media study, young adults check in with their friends and followers on social networks before they even start their day.  Some 57% wish there was a solution to help them use, monitor and protect their social networking profiles and emails at one time.  This hyper attachment to social media may signal a game changer for communications.

More than a fourth of young adults (27%) send messages from within their social network more than from their primary email account.  This dependence on social media will allow Google to improve ad targeting across its engine, affiliates and partners.  Bing now allows you to connect with Facebook friends and solicit their opinion.

The study also has interesting data on content sharing.  While Facebook is considered the gorilla of social media, it is not the primary site social media users turn to for consuming or sharing content.

•   LinkedIn ranks number one for consuming content by 68% of online adults who are LinkedIn members.

  • YouTube (57%) and Twitter (53%) are second place in sites where users tend to primarily view content without sharing.
  • Pinterest (48%) and Facebook (46%) are the sites where users are most likely to equally consume and share content.

Faith Popcorn says “Millennials are particularly subject to FOMO, partly because Millennials are the first generation of digital natives. Half of Millennials say they check Facebook as soon as they wake up, and 28 percent say they do so before getting out of bed. Ten percent confess that they text during sex. In many ways, FOMO is the defining element of the Millennial zeitgeist.”

What does FOMO mean for marketers?  Brands cannot be static. There is a new anticipation for what brands will do next.  Just in time marketing will become the new standard.  Experience becomes the currency for brands.

 

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