Welcome!

CMS Authors: Mehdi Daoudi, Rishi Bhargava, Harry Trott, Xenia von Wedel, Carmen Gonzalez

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
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
The best way to leverage your CloudEXPO | DXWorldEXPO presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering CloudEXPO | DXWorldEXPO will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at CloudEXPO. Product announcements during our show provide your company with the most reach through our targeted audienc...
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
JETRO showcased Japan Digital Transformation Pavilion at SYS-CON's 21st International Cloud Expo® at the Santa Clara Convention Center in Santa Clara, CA. The Japan External Trade Organization (JETRO) is a non-profit organization that provides business support services to companies expanding to Japan. With the support of JETRO's dedicated staff, clients can incorporate their business; receive visa, immigration, and HR support; find dedicated office space; identify local government subsidies; get...
DXWorldEXPO LLC announced today that the upcoming DXWorldEXPO | CloudEXPO New York event will feature 10 companies from Poland to participate at the "Poland Digital Transformation Pavilion" on November 12-13, 2018.
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
"We view the cloud not as a specific technology but as a way of doing business and that way of doing business is transforming the way software, infrastructure and services are being delivered to business," explained Matthew Rosen, CEO and Director at Fusion, in this SYS-CON.tv interview at 18th Cloud Expo (http://www.CloudComputingExpo.com), held June 7-9 at the Javits Center in New York City, NY.
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Headquartered in Plainsboro, NJ, Synametrics Technologies has provided IT professionals and computer systems developers since 1997. Based on the success of their initial product offerings (WinSQL and DeltaCopy), the company continues to create and hone innovative products that help its customers get more from their computer applications, databases and infrastructure. To date, over one million users around the world have chosen Synametrics solutions to help power their accelerated business or per...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
We are seeing a major migration of enterprises applications to the cloud. As cloud and business use of real time applications accelerate, legacy networks are no longer able to architecturally support cloud adoption and deliver the performance and security required by highly distributed enterprises. These outdated solutions have become more costly and complicated to implement, install, manage, and maintain.SD-WAN offers unlimited capabilities for accessing the benefits of the cloud and Internet. ...
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled niche technology expertise and industry experience, Chetu has become the premiere long-term, back-end software development partner for start-ups, SMBs, and Fortune 500 companies. Chetu is headquartered in Plantation, Florida, with thirteen offices throughout the U.S. and abroad.
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...