Digital Divas:

The tech-savvy women leading a

cross-channel shopping revolution

Microsoft Advertising, in partnership with Ogilvy & Mather, surveyed over
9,000 women across 9 countries and uncovered a key group of highly-influential,
hyper-connected, and tech-savvy women the Digital Divas.
Among the Internet's first settlers, these Divas drove the blogosphere into the
stratosphere; they dominated social networks and surpassed teenage boys in online
game playing. Now these self-described digital addicts are losing at least one to two
hours of sleep a night to their digital devices and sparking a cross-channel shopping
revolution in the process. These insights reveal how digital devices have revolutionized
shopping for Digital Divas and what brands can do to stay in tune with this highly
influential and valuable audience.

The largest growing

economic force in the
world isnt China or
India its women.

Globally, women
represent nearly
two-thirds of
untapped market for
mobile growth.
Source: The Cherie Blair Foundation, GSMA Development
Fund & Vital Wave Consulting 2010

Digital Outliers Mainstream Users Digital Divas

32% 50% 18%

This study identified three key groups of online women: Digital Divas, the Digital Mainstream, and
Digital Outliers. Digital Divas represent 18 percent of the online female population worldwide, but
have a disproportionate amount of online influence. Theyre in the know and on the cutting edge
of technology and digital trends. Theyre the first to adopt a new gadget and the most likely to
use their gadgets to connect and share content with their networks, which are more almost five
times the size of other womens.

Where divas reside

TV as The Everyman Gam

Television is The Everyman archetype; Gam
its the most popular device for multi-screening behavior. TV delivers passive entertainment, enjoyment, throu
game
familiarity and comfort. Its best positioned to provide emotional brand experiences that are intuitive and a hig
easy the f
to understand. conv
sense
Seven out of ten consumers use a second device while watching TV. Marketers will find deeper cons
escap
engagement when driving consumers from the TV to alternate screens, such as the tablet and laptop
using Windows 8 Ads in Apps.

Source: Microsoft & Ogilvy Digital Divas 2013



Digital Divas are the most digitally confident and socially

influential women in the online universe.
They are using their social networks to shop and talk about everything from hair care to hotels.
They wield influence. Everywhere. All the time. Divas never unplug. Seventy-three percent sleep with
their mobile phone. In fact, Divas mobile phones have become their new shopping muses, buddies,
negotiators, and dealmakers...or breakers. Digital Divas and their digital devices are changing the
way the world shops. Theyre transforming shopping from solo act to public performance,
recreational adventure to extreme sport, open-ended expedition to cool calculated mission.
Because where Divas go, the rest of the world follows.

of Divas sleep with

1 in 4 have adopted a
secret online identity
their mobile phone
73% Every night, Almost half of
52% of Divas use digital Divas lose 2+ hours of sleep
tools & technologies to to their digital devices
challenge social norms

Divas are
Technologically fearless: 67% are completely comfortable and confident
using digital tools and technology.

36% 69% Over Twice

80%
more likely than
other women who
own mobile phones as likely to share
of Digital to access the more likely to content with their
Divas own a internet via their engage in mobile social networks via
smartphone mobile phone social networking their mobile phones

1 in 4 have 800 7 in 10 Divas share content vs. 4 in 10 other online women

contacts or more


Source: Microsoft & Ogilvy Digital Divas 2013


Digital Divas are online buyers, not just online shoppers

75%
versus

64%
buy online

Digital devices have completely transformed

the way Divas shop

Digital devices have BUT also more

made shopping
Overwhelming
Faster More Fun Challenging
Easier Social
Relaxing Spontaneous
Exciting Controlled
Transactional Rational

about a
giant TV makes you feel less lonely. I'm a student living alone, and having the TV
oackground noise as I'm folding laundry or doing other menial tasks makes me feel less
like a crazy cat lady.

Source: Microsoft & Ogilvy Digital Divas 2013



A Divas mobile phone:

from the lover to the Assistants Investigators
business partner
Divas ultimate, must-have digital device for
shopping (and everything else for that Problem
Navigators
matter) is the mobile phone. Their Solvers
relationship with their mobile phone in the
context of a shopping journey is 'all business'.
In fact, Divas in the US, UK, and Brazil are
more likely to turn to their computers and Facilitators
Service
Agents
mobiles for customer service support than to
a sales person in-store.

Digital Divas are digitally discriminating

They dont have time for digital distractions. The MOST digitally savvy brands in Divas eyes are
those that provide a genuine digital utility rather than hopping on the latest digital bandwagon this
leads to being digitally desperate in a Diva's eyes. (Facebook page for the sake of it, promotions, etc.).
The worlds most digitally savvy brands share seven traits according to the worlds most digitally
savvy shoppers:

Curators Facilitators Problem Synchro- Co- Experience Deal-

Solvers nizers Creators Enhancers makers

VE


$A

Why brands should care

Digital Divas are the trailblazers of
tomorrows digital landscape. The way
theyre shopping now across channels
shows us how everyone will be shopping in
the blink of an eye. Divas are leading a
cross-channel shopping revolution, criss-
crossing across channels with the speed of
a cheetah and the agility of a gazelle.
Ultimately, nearly 7 in 10 Divas say their digital
devices have brought them closer to brands.
But certain boundaries cant be crossed. There
are go theres and dont you dares.
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Source: Microsoft & Ogilvy Digital Divas 2013