Click here to close now.

Welcome!

CMS Authors: Carmen Gonzalez, Shelly Palmer, PR.com Newswire, Jason Bloomberg, Kevin Benedict

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
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities. In his session at @ThingsExpo, Gary Hall, Chief Technology Officer, Federal Defense at Cisco Systems, will break down the core capabilities of IoT in multiple settings and expand upon IoE for bo...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
The Internet of Things (IoT) is causing data centers to become radically decentralized and atomized within a new paradigm known as “fog computing.” To support IoT applications, such as connected cars and smart grids, data centers' core functions will be decentralized out to the network's edges and endpoints (aka “fogs”). As this trend takes hold, Big Data analytics platforms will focus on high-volume log analysis (aka “logs”) and rely heavily on cognitive-computing algorithms (aka “cogs”) to make sense of it all.
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, representing a model of how to analyze rea...
One of the biggest impacts of the Internet of Things is and will continue to be on data; specifically data volume, management and usage. Companies are scrambling to adapt to this new and unpredictable data reality with legacy infrastructure that cannot handle the speed and volume of data. In his session at @ThingsExpo, Don DeLoach, CEO and president of Infobright, will discuss how companies need to rethink their data infrastructure to participate in the IoT, including: Data storage: Understanding the kinds of data: structured, unstructured, big/small? Analytics: What kinds and how responsiv...
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - is now accepting submissions to demo smart cars on the Expo Floor. Smart car sponsorship benefits include general brand exposure and increasing engagement with the developer ecosystem.
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...
When it comes to the Internet of Things, hooking up will get you only so far. If you want customers to commit, you need to go beyond simply connecting products. You need to use the devices themselves to transform how you engage with every customer and how you manage the entire product lifecycle. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, will show how “product relationship management” can help you leverage your connected devices and the data they generate about customer usage and product performance to deliver extremely compelling and reliabl...
SYS-CON Events announced today that SoftLayer, an IBM company, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015 at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place November 3–5, 2015 at the Santa Clara Convention Center in Santa Clara, CA. SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from ...
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
There’s Big Data, then there’s really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. Learn about IoT, Big Data and deployments processing massive data volumes from wearables, utilities and other machines.
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...