Welcome!

CMS Authors: Harry Trott, Xenia von Wedel, Carmen Gonzalez, Shelly Palmer, PR.com Newswire

News Feed Item

PopSugar Media Releases New Marketing Study on Gen Y Women's Influence on Lifestyle Trends and How Technology Has Expanded Their Sphere of Influence

"Why Y Women" Report Also Examines Generational Differences Between Gen X and Y Women

SAN FRANCISCO, CA -- (Marketwire) -- 10/29/09 -- A new research report released today by PopSugar Media (www.popsugar.com) revealed that two-thirds of Generation X women chose Generation Y women as the most influential age group when it comes to defining trends in popular culture. Gen Y women, in turn, are discovering new brands and getting most of their style inspiration and product recommendations from blogs and social media.

The report, "Why Y Women," is a two-tier study of 1,018 women ages 18-49 conducted by Radar Research on behalf of PopSugar Media, which examines Gen Y women's sphere of influence of lifestyle trends, how technology and social media help them expand their sphere of influence, and how marketers can target and communicate with this group. PopSugar Media is the online leader in original content and social media for trendsetting Y women.

"Gen Y women represent a challenge to marketers. The results of this study underscore how much marketers must think and act differently when addressing this generation of women online. It shows they want to be addressed as individuals, they can be skeptical of marketing messages, and they are inundated by media and advertising," said Brian Sugar, founder and CEO of Sugar, Inc. "As this study and our experience proves, it's crucial for brands to create a trusted relationship and earn their loyalty through honest dialogue about their brand. Once they have a personal connection to a brand, Gen Y women will be passionate advocates and ambassadors. Our goal has been to work closely with brands to help facilitate that relationship."

Why Y Women?

Gen Y women are a major force in determining cultural trends and setting the pace for style. The "Why Y Women" survey found that 92 percent of Gen Y women consider themselves to be the trend leaders. Yet their influence extends beyond that as 67 percent of Gen X women identified Gen Y as trend leaders, too. In the survey, Gen X women cited reasons such as, "This age group tends to discover things first," "They spend more time in venues where they are more likely to be seen" and "They're more creative in terms of selection in fashion, pop culture, cuisine, etc."

Gen Y women are also influential brand advocates. When they discover a brand they love, 61 percent said they "share it with as many friends as possible," and they are likely to share it across a spectrum of platforms, including email, social networks, online reviews, blog comments, SMS/MMS, phone, and face-to-face. They are twice as likely to use online social networking sites to share their recommendations than Gen X women (28 percent vs. 15 percent).

Gen Y women are more brand loyal than many may assume. The research found that Gen Y and Gen X on virtually on par in this area (79 percent vs. 84 percent), though the level of brand loyalty varied by category.

Gen Y Women Redefine "Authenticity" and Widen Their Sphere of Influence Through Technology

Gen Y women acknowledge that, with technology, they have more choices available to them than previous generations. The study's participants believe the infinite numbers of choices they have are both empowering as well as confusing. To break through the clutter, they rely heavily on "authentic" recommendations of their peers for product referrals, brand suggestions, and style cues.

While Gen Y women tend to be skeptical of obvious marketing messages, they do respond to brands and messages they perceive to be "authentic." One of the study's significant findings is how Gen Y women have redefined "authentic." While Gen X women tend to seek insight and brand approval from "experts," Gen Y women rely more heavily on their peers because they believe their advice about brands to be more unbiased and honest. For example, Gen Y women are more likely to turn to online user reviews, with almost two in five women (38 percent) trusting the postings of online users to learn more about a product or brand. Gen Y women tend to be slightly more skeptical of professional reviewers and need to be reassured the reviewer doesn't have a stake in the results of the review.

How Gen Y women define their peer group is a significant change from previous generations. It not only includes their "real-life" friends but also online friends, blog writers, anonymous reviewers, Twitter followers, and other participants in online communities -- many whom they may have never met. As a result, this generation has a wider network of connections than Gen X women.

Blogs and Social Media Are Major Forces of Cultural Influence

Blogs and social media, rather than traditional media, have emerged as key trusted and inspirational sources for Gen Y to discover brands and products. Nearly twice as many Gen Y women than Gen X women said they rely on blogs to influence their decisions to buy a product (28 percent vs. 16 percent). Twice as many Gen Y women than Gen X women reported they discovered a new brand or product from a friend's status update on a social networking site (42 percent vs. 22 percent).

Consumption of new media, such as blogs, reinforce Gen Y women's perception of themselves as more individualistic than earlier generations. They cite blogs as being more accessible, more likely to be honest, on the cutting edge, and more likely to know about trends first. They also believe the "commentor community" on blogs is very important. To them, a healthy commentor community signals approval and trust in a blog. Gen Y women say they often glean new ideas about websites and products from other readers' comments on blogs.

Context Is Vital in Brand Perception and Advertising

Gen Y women are very media savvy and conscious of attempts to market to them. They are not easily swayed to action by advertising, either offline or online. While they aren't likely to click on an online ad, they are influenced by advertising messages and highly aware of brand messages online, such as in online magazines, search engines, blogs, social networking sites, and even ads. When asked if they've ever discovered a new product via an online ad they saw but didn't click on, almost two in five (38 percent) reported they did.

The study's findings demonstrate that context is vital when it comes to brand perception and advertising. The context in which they encounter an ad largely determines their trust in that brand. Their trust in a site translates into trust in an advertiser's brand, particularly for a brand they're less familiar with. Thus, exposure to a brand is more meaningful when it takes place on a website they already trust.

"Context matters a great deal to Gen Y women, so marketers need to be very selective about the sites they advertise on and avoid mass-reach network buys they cannot control," added Sugar. "In addition, Gen Y women rarely click on ads, so using click through as a metric of campaign success simply does not work. In order to win them over, marketers must use multiple digital touch points and offer many opportunities for consumers to engage with their brand. They must reach out to these women in ways that are interactive but nonintrusive, such as contests, games, custom integrated content, and discounts and also offer incentives for their attention."

Methodology

The "Why Y Women" study was conducted by Radar Research in September 2009 on behalf of PopSugar Media. It consisted of an online survey of 1,018 Gen X and Y women, aged 18-49, from a demographically representative sample who all had accessed the Internet at least once a day. For the purposes of this study, Gen X were defined as ages 35-49 and Gen Y were defined as ages 18-34. In addition to the online survey, in-person focus groups were conducted in October 2009. Three sessions were held with four to six Gen Y women each.

To view the "Why Y Women" white paper, go to www.sugarinc.com/WhyYWomen.

About PopSugar Media

PopSugar Media is the online leader in original content and social media for trendsetting Y women. It helps brands connect, engage, and be discovered by this influential generation. PopSugar Media is a division of Sugar Inc.

Sugar Inc. is a new media company that connects, entertains, and inspires women. The company owns and operates insanely addictive PopSugar Network (popsugar.com), the most fabulous online store ShopStyle (shopstyle.com), content management platform for celebrity, fashion, and lifestyle publishers OnSugar (onsugar.com), Sugar Entertainment (popsugar.tv), and Sugar Games (games.popsugar.com). Founded in April 2006 by husband and wife Lisa and Brian Sugar in San Francisco, Sugar Inc. is proud to delight its audience of over 11 million visitors a month. Sugar Inc. is a privately held company backed by world-class investor Sequoia Capital.

Add to Digg Bookmark with del.icio.us Add to Newsvine

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@ThingsExpo Stories
SYS-CON Events announced today that VAI, a leading ERP software provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. VAI (Vormittag Associates, Inc.) is a leading independent mid-market ERP software developer renowned for its flexible solutions and ability to automate critical business functions for the distribution, manufacturing, specialty retail and service sectors. An IBM Premier Business Part...
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
As enterprises work to take advantage of Big Data technologies, they frequently become distracted by product-level decisions. In most new Big Data builds this approach is completely counter-productive: it presupposes tools that may not be a fit for development teams, forces IT to take on the burden of evaluating and maintaining unfamiliar technology, and represents a major up-front expense. In his session at @BigDataExpo at @ThingsExpo, Andrew Warfield, CTO and Co-Founder of Coho Data, will dis...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, will provide an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profes...
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry's single source for the cloud. Fusion's advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including clou...
Most people haven’t heard the word, “gamification,” even though they probably, and perhaps unwittingly, participate in it every day. Gamification is “the process of adding games or game-like elements to something (as a task) so as to encourage participation.” Further, gamification is about bringing game mechanics – rules, constructs, processes, and methods – into the real world in an effort to engage people. In his session at @ThingsExpo, Robert Endo, owner and engagement manager of Intrepid D...
Eighty percent of a data scientist’s time is spent gathering and cleaning up data, and 80% of all data is unstructured and almost never analyzed. Cognitive computing, in combination with Big Data, is changing the equation by creating data reservoirs and using natural language processing to enable analysis of unstructured data sources. This is impacting every aspect of the analytics profession from how data is mined (and by whom) to how it is delivered. This is not some futuristic vision: it's ha...
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Learn how IoT, cloud, social networks and last but not least, humans, can be integrated into a seamless integration of cooperative organisms both cybernetic and biological. This has been enabled by recent advances in IoT device capabilities, messaging frameworks, presence and collaboration services, where devices can share information and make independent and human assisted decisions based upon social status from other entities. In his session at @ThingsExpo, Michael Heydt, founder of Seamless...
The IoT's basic concept of collecting data from as many sources possible to drive better decision making, create process innovation and realize additional revenue has been in use at large enterprises with deep pockets for decades. So what has changed? In his session at @ThingsExpo, Prasanna Sivaramakrishnan, Solutions Architect at Red Hat, discussed the impact commodity hardware, ubiquitous connectivity, and innovations in open source software are having on the connected universe of people, thi...
WebRTC: together these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at WebRTC Summit, Cary Bran, VP of Innovation and New Ventures at Plantronics and PLT Labs, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it may enable, complement or entirely transform.
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, showed how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants received the download information, scripts, and complete end-t...
For manufacturers, the Internet of Things (IoT) represents a jumping-off point for innovation, jobs, and revenue creation. But to adequately seize the opportunity, manufacturers must design devices that are interconnected, can continually sense their environment and process huge amounts of data. As a first step, manufacturers must embrace a new product development ecosystem in order to support these products.
Manufacturing connected IoT versions of traditional products requires more than multiple deep technology skills. It also requires a shift in mindset, to realize that connected, sensor-enabled “things” act more like services than what we usually think of as products. In his session at @ThingsExpo, David Friedman, CEO and co-founder of Ayla Networks, discussed how when sensors start generating detailed real-world data about products and how they’re being used, smart manufacturers can use the dat...
When it comes to IoT in the enterprise, namely the commercial building and hospitality markets, a benefit not getting the attention it deserves is energy efficiency, and IoT’s direct impact on a cleaner, greener environment when installed in smart buildings. Until now clean technology was offered piecemeal and led with point solutions that require significant systems integration to orchestrate and deploy. There didn't exist a 'top down' approach that can manage and monitor the way a Smart Buildi...