Microsoft
® Advertising properties attract a lot of women and moms — 82 percent of women online in the U.S.,
1 in fact. While syndicated data is valuable for any media buyer, we created a new customer survey across Microsoft Advertising properties to complement 3rd-party data in order to provide a more robust profile of our audience.
Microsoft Advertising partnered with Millward Brown to survey 4,500 women across the Microsoft Advertising network, including the MSN
® Homepage, MSNBC, Glo, MSN Entertainment, Wonderwall
®, MSN Lifestyle, Delish, MSN Money, Microsoft Mobile Media, Xbox LIVE
®, MSN Auto, Hotmail
® and Windows Live™ Messenger. Data was analyzed and weighted based on comScore’s demographic profile of women aged 18 to 64 across Microsoft Advertising properties.
The results provide self-reported insights into a representative group of women on Microsoft Advertising properties. Microsoft Advertising created five consumer profiles that better explain the attitude and behavior unique to the Microsoft Advertising female audience. Highlights include:
• Forty-one percent of respondents fit the “connector” profile and heavily depend upon technology to keep them connected to friends and family. Of this group, 77 percent use Hotmail and 57 percent use Messenger when they want to connect.
• Twenty-three percent of respondents fit the “tech adopter” profile, using the broadest range of devices. Of this group, 63 percent are the primary decision makers in their family for technology purchases.
• Twenty-two percent of respondents fit the “recommender” profile, using technology for social activities such as sharing on blogs and message boards. Thirty-nine percent of recommenders have recommended a brand advertised on Microsoft Advertising sites.
• Eighty-eight percent of respondents on Microsoft Advertising have a favorable view of MSN over competing portals.
Read "Beyond Influence: The New Decision Makers" research white paper
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