Digital Divas: The women leading a cross-channel shopping revolution

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Introduction
Digital Divas are the world's most digitally connected, tech-savvy women. They were among the Internet's first settlers. They drove the blogosphere into the stratosphere, dominated social networks and surpassed teenage boys in online game playing. Now these self-described digital addicts are losing at least 1-2 hours of sleep a night to their digital devices and sparking a cross-channel shopping revolution in the process.

A groundbreaking Ogilvy and Microsoft study of more than 9,000 women worldwide – on every continent except Antarctica – reveals Divas and their digital devices are changing the way the world shops. They're 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.

Digital Divas

The world's most connected, socially influential women
Digital Divas are hyperconnected. Their social networks are at least twice the size of other women's, and they use their social networks to shop and talk about everything from haircare to hotels. They wield influence. Everywhere. All the time. Divas never unplug. 75 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

Did you know...

  • 1 in 5 Divas have more than 900 connections vs. 0.5 percent of other women worldwide
  • Divas are 40% more likely than other women in the digital domain to use social networks to seek, share and shop
  • Divas' mobile phones have become their customer service agents and replaced their friends as shopping buddies

Why brands should care
Digital Divas are the trailblazers of tomorrow's digital landscape. The way they're 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 can't be crossed. There are "go theres" and "don't you dares." Only savvy brands will survive. And what makes a brand digitally savvy through the eyes of a Diva isn't necessarily what you might expect. It's not having a Facebook profile. It's not tweeting. And it's not fun and games — the latest whiz bang app.

Digital Divas are digital detectives and have no time for digital distractions. They want more from brands online.

Digital Divas

To learn more
For more on how Digital Divas are revolutionizing shopping in the digital domain and beyond and what that means for brands, please e-mail Dayna Dion at dayna.dion@ogilvy.com

Date: May 03, 2013