What is the first thing 63% of women do in the morning?
27 July 2020
What is the first thing 63% of women do in the morning? Yellow survey reveals the answer
The first thing 63% of women do when they wake up in the morning is check their social media while 53% of men do, according to the 2020 Yellow Social Media Report released today.
Additionally, the last thing 35% of women do before turning the light out is to look at their social media compared to 21% of men.
Overall Australians are spending more time on social media than a year ago. It is up 32% for women and 30% for men.
The report – through Glow research - surveyed 2,000 Australians about their social media behaviour and habits as part of Australia’s largest and longest running research on the topic.
The Chief Marketing Officer at Sensis, Hayley Jovanovic, said the research provides valuable insights. “Social media is very much part of our everyday lives and some of the findings are surprising, interesting and perhaps worrying.
“The Yellow report provides information that is invaluable for marketers. The more they understand their target market for a particular product, the more targeted they can be in marketing to them.
“There is fertile ground for SMBs to build their brand on social media if they take steps to build trust. For example, one third of consumers agree that they will inspect a brand’s social media presence before making an online purchase if they have not purchased from their website before.”
The research shows that Australians are heavy users of social media with 30% of women compared to 25% of men access the internet more than 30 times a day, that’s about twice per waking hour on average. Nearly one in three women access the internet more than 20 times a day. Additionally, 30% of women access the internet 10 to 20 times a day with 27% of men doing so.
Even the over 65s are still big users with 26% of women and 23% of men accessing the internet more than 20 times a day.
12% of over 65 women visited social media sites more than 20 times a day compared to men (8%) in the same age group.
Women lead all categories except more men (12%) look when at work compared with women (11%).
Time and usage on social media
Nearly four out of 10 women (39%) admit that they spend too much time on social media while just 24% of men felt the same. Not everyone was unhappy with their usage with 64% of men saying their usage was about right and 51% of women felt the same.
94% of men and women access social media at home but when outside the home, women are much more prevalent users. 33% of women access social media on public transport compared to 21% of men; 21% of women access social media in the car compared to 11% of men; 22% of women will use their phone at a restaurant, party or bar compared to 14% of men.
Would it surprise you to know that 18% of women access social media sites while on the toilet and 15% of men do? And 66% of women access social media sites in their bedroom well ahead of the 44% of men.
Nearly three quarters of women (74%) use social media whilst watching TV compared to just 55% of men.
Impact on sleep, relationships and mental health
The survey reveals 37% of women and 28% of men say social media has a negative impact on their sleep. 42% of women and 29% of men say social media has a negative impact on their productivity. 48% of women and 43% of men say social media has a negative impact on their privacy.
50% of women and 56% of men say social media has no impact on personal relationships. 47% of women and 56% of men say social media has no impact on their mental health.
44% of women and 35% of men say social media has a positive impact on their relaxation and down time. 52% of women and 42% of men say social media has a positive impact on how they feel about connecting with others.
More women (22%) have posted something they later regretted compared to 14% of men. Nearly one in five women (18%) are worried that their social media footprint might one day come back to haunt them compared to 13% of men.
Women (13%) are nearly three times more likely to feel anxious when they haven’t been able to check their social media accounts compared to just 5% of men. Nearly double the number of women v men have checked their social media while eating a meal with family or friends – 30% to 16%.
Worryingly, 6% of women have relied on social media for medical advice that was different from their doctor’s advice compared to 4% of men.
University professor’s view
Professor Katina Michael, a technology expert at the University of Wollongong, said it has become evident that social media is now a meshed socio-cyber-physical fabric in our society and an integral part of our everyday lives and the way we do business.
“Previously, marketers would have to depend on opinion leaders in groups, solely on word of mouth, and a great deal of surveying. People are now divulging on social media without being prompted, are sharing things they would never tell a telemarketer on the phone and can be observed interacting with products and services demonstrating experience. In short, this kind of data is invaluable for marketers.
“They can see things about their target market and new market opportunities that were previously hidden or invisible.
“Social media might well be positioned as a marketing dream come true but it raises a great number of issues about how much we can “know our customer” and how much we might be able to “influence their decision” to browse or buy.
“One thing for certain, it’s not going away. And as consumers we have to become that little bit more savvy when we link ourselves to popular brands, what we share online, what information we believe, and how to cope with the occasional feeling of enslavement when it comes to being tied to online content.”
PR Warrior Trevor Young’s view
“Paid social is now very much a thing, but within marketing circles, sometimes it is the thing,” he said.
“Focus is on paid, not on building a community of engaged consumers who like and trust your brand. Given nearly half of social media users (48% according to this report) take no notice of ads on social media, and 53 per cent ignore sponsored posts from businesses they don’t follow, merely interrupting people on social channels with promotional messages is only going to become tougher.
“To me, it has always been a question of balance. Organically build visibility, trust and respect with your audience over and over again through ongoing value-added communications.
“This means that when you do advertise, those people who have been exposed to your brand not only might take notice of you, they may even like and trust your brand because of the connection you’ve nurtured over time.
“The result, therefore, is an audience that might be more predisposed to your sales message. In other words, warm up your audience before you start pitching your wares on social media, versus simply advertising to them cold.
“This works well organically, of course, but that can take an extended period of time. If you want to fast-track the process, use social advertising to promote your non-sales content and in doing so, create familiarity and affinity with your intended audience.”
… and some additional quirky information
Dating sites
Women aged 30 to 39 are the biggest users of dating sites such as Bumble, Hinge and Tinder but women aged 50 to 64 hardly use the sites.
According to the research more women are on dating sites overall than men – 4.6% compared to 4.2%. Tinder (4.4%) is the most popular site followed by Bumble at 2.7% and Hinge at 2%.
Not only do women aged 30 to 39 dominate Tinder but they also lead Bumble at 5% and Hinge at 5.6%. In fact, women in this age group virtually double the number of men – Tinder 4.7%, Bumble 2.9% and Hinge 2.5%.
The use of Bumble for women peaks in the 30 to 39 age group at 5% followed by 18 to 29-year-olds at 3.8%. Double the number of women (38%) have 51 to 100 followers on Bumble but men top the up to 50 followers 38% to 34%. Men also top the 101 to 200 followers 15% to 10%.
Younger women tend to have fewer followers (42% of 18 to 29-year-olds on Bumble have up to 50 followers) but as they get older they tend to have more followers, for example, 18 to 29s and 30 to 39s are at 21% but that increases to 23% for 40 to 49s and 24% for over 50s.
Nearly double the number of women (7%) have 51 to 100 Followers on Tinder compared to men (4%). Men have more followers (41%) in the up to 50 followers compared to 33% of women. Women in the 18 to 29 age group and the over 65s have similar followers with 33% having up to 50 followers and 7% in the 51 to 100 category.
Wearable devices
Nearly one in four Australian women own a wearable device such as a FitBit or Apple Watch, according to the 2020 Sensis Social Media Report released today.
The report revealed that considerably more women (24%) owned a wearable device compared with 18% of men.
Interestingly, they were still popular with the over 65s with 22% of women and 18% of men owning one.
Release Ends
Source: Sensis. 27 July 2020, “What is the first thing 63% of women do in the morning?”, Sensis.com.au