Understanding Australian Women is Key to Accelerating Gender Parity

Digital consumption behaviour highlights how brands can reach female audience on their own terms

It’s International Women’s Day this week, an important day that celebrates the social, economic, cultural and political achievements of women. This day also marks a call to action for accelerating gender parity. Yet despite the headlines and hashtags, women around the world are fatigued and believe meaningful change is coming too slowly. 

So how can marketers play their role in delivering inclusive, empowering and positive content and marketing campaigns to engage with female audiences and drive conversations about what matters the most to them?

Despite the countless responsibilities and challenges that women have in a given month, they’re voracious consumers of media. On average women spend 97¹ hours consuming digital content per month, that’s seven more hours of media than men. That’s seven additional hours of opportunity for brands, marketers and media owners alike. The biggest online consumers are women aged 25-34 who spend an average of 112 hours and 46 minutes¹ per month, slightly ahead of Women aged 35-44 who spend an average of 112 hours and 34 minutes¹ per month.

Across devices options, women spent 81%¹ of their time consuming digital content via mobile devices. (vs. 74% for men).

Australian Women Focus On wellness, health and self care

2020 taught us about the importance of wellness, health and self care. In fact, Australian women account for 65%² of engagement for health, fitness and nutrition digital content, putting self care the top priority as many of them had to adapt to a work-from-home lifestyle while balancing their social and family life. 

Spotlight on digital video and movie content

Much of everyday life has moved online amid the pandemic, and despite lockdown restrictions lifting, Australians are still avidly consuming online video and movie content. Each month, 8.8 million³, or 87%³, of all Australian women watch video/movies content, and 8.4 million³, or 84%³,  consume broadcast media content. 

As Australian women sought online content for entertainment, they increased their engagement with the broadcast media and videos/movies subcategories by 38%⁴ compared with the previous year, representing 60%⁴ of all consumption.

Female Online Gamers Are An Untapped Demographic

As digital audience behaviours continue to advance, it’s important for brands to understand who their audiences are in order to seize opportunities to drive personal value and connect, you may find their characteristics surprising! 

As online games remain at the forefront of the modern entertainment experience, contrary to popular belief, online games are not just for male audiences. 

Whether it be “Candy Crush,” “Angry Birds,” “Minecraft” or “Poker,” 7.1 million⁵, or 71%⁵, of all Australian women consume online games content each month. In fact, more women consume online games content than men do (6.6 million⁵).  

In 2020, Australians spent a total of 1.8 billion⁶ hours with the subcategory and women represented 1.0 billion, or 59%⁶, of that. 

Thankfully for marketers, there are plenty of ways to engage individuals who are spending more of their time in digital environments. And when it comes to women, they’re engaged, eager for help and have their eyes and ears open to brands offering a helping hand. 

SOURCES

1. SOURCE: Nielsen Digital Content Planning, 01/12/2020 – 31/12/2020, Females 18+, Females 25-34, Females 35-44 and Males 18+, Digital (C/M), Mobile, Desktop All Devices, Text, All Categories, Time Spent Per Person
2. SOURCE: Nielsen Digital Content Ratings, Monthly Total, 01/01/2020 – 31/12/2020, Females 18+ and People 18+, Digital C/M, Text, Health, Fitness & Nutrition Subcategory, Total Time Spent
3. SOURCE: Nielsen Digital Content Planning, 01/12/2020 – 31/12/2020, Females 18+, Digital (C/M), All Devices, Text, Broadcast Media Subcategory and Video/Movies Subcategory, Unique Audience
4. SOURCE: Nielsen Digital Content Ratings, Monthly Total, 01/01/2019 – 31/12/2020, Females 18+ and People 18+, Digital C/M, Text, Broadcast Media Subcategory and Video/Movies Subcategory, Total Time Spent
5. SOURCE: Nielsen Digital Content Planning, 01/12/2020 – 31/12/2020, Females 18 and Males 18+, Digital (C/M), Mobile, Desktop, Text, Online Games Subcategory, Unique Audience
6. SOURCE: Nielsen Digital Content Ratings, Monthly Total, 01/01/2020 – 31/12/2020, Females 18+ and People 18+, Digital C/M,, Text, Online Games Subcategory, Total Time Spent