A Nielsen study, carried out in partnership with Opinion Box, showed that 90% of respondents use their cell phone every day
The survey ‘They: behaviors and barriers’, carried out by Nielsen in the first quarter of this year, with support from Opinion Box, brings to light a look at how women relate to digital media.
90% of the thousand people who answered the online questionnaire stated that they connect to the internet daily and also 90% answered that they use their cell phone, followed by 4% using a notebook, 3% using a desktop and 2% using a tablet.
“Phenomenon on social networks, influencers/famous and vlogs conquer most of the attention of consumers aged between 24 and 45 years. In ample growth, streaming services have conquered the Brazilian public. The survey also reveals that on-demand content is preferred by 70% of the audience between the ages of 24 and 35,” details Nielsen/Opinion Box.
“Far beyond understanding consumer behaviors for the media and marketing sector, our main market, Nielsen has inclusion as one of its core values. We position ourselves using our research technique so that we can have more efficient environments and markets, but also include all people. In the more than 50 countries where Nielsen is present, this is a very relevant issue”, explains Sabrina Balhes, measurement leader at Nielsen Brasil.
Regarding media consumption, women use the internet more assiduously; are the ones who most follow influencers and famous people on social networks, especially those between 24 and 45 years old. They mainly consume music, news, series and content related to health and beauty.
“In the career part, we found the main points of attention. In job interviews, women are asked more about having children than men.
Additionally, more than half of them reported that they were asked who they would leave their children with and 23% believe that this hindered the interview. In relation to a pregnancy, 88% of them believe that the possibility of becoming pregnant is considered a reason not to hire them. The objective is to point out both the behavior of this audience in relation to the consumption of digital media and the barriers they face in the job market”, adds Sabrina.
These barriers are many, as Sabrina explains. “Our research has delved into understanding the occurrence of two phenomena: mansplaining and maintainrupting. When asked about a man trying to explain something to a woman, without considering that he already knows it, 48% of women say they have witnessed mansplaining at work (versus 26% of men).
When it comes to interruption (both about being interrupted and witnessing other co-workers being interrupted), 54% of women recognize that they have already witnessed maintaining disruption in the work environment”, contextualizes the Nielsen executive.
How does this affect advertising and strategic decisions? Sabrina responds: “Given the growing attention that the topic of diversity has been gaining in recent times, it has become common to see more conversations, initiatives and even campaigns on the topic of inclusion. All of this is very relevant and necessary, but one cannot restrict diversity to showing all types of bodies in creatives, as the issue is much deeper than that. When asked about their opinion on brands that advertise supporting social causes, 51% consider that such action is motivated by self-interest and not by the cause itself. Finally, it is worth remembering that gender equity is an issue that can only be resolved when everyone takes part, it is not just a struggle for women, but also for many of the intersectionalities involved”.