Women in China more wired than in other markets

Two ladies play with their mobile phones on Nov 23, 2013 in Nantong city, Jiangsu province. [Xu Congjun / Asianewsphoto]

Wired women in China are embracing technology and social media to a greater degree than like-minded women in other markets, an MSL study says.

MSL, a communications and engagement consultancy, disclosed its study findings on Thursday, which said wired women in China have a deeper connection with their devices than their counterparts in other markets.

The study, a result of cooperation with Randi Zuckerberg, founder of Zuckerberg Media and former marketing executive of Facebook, highlights how wired women in China, the US, Britain and Brazil use, and relate to, new technology and social media.

"Technology has undoubtedly become part of everyday life for wired women in China, and social media are often their first port of call each morning. They are very much intertwined with their daily routines," said Stephanie Agresta, global director for Social Media and Digital at MSL group.

Agresta said social media are much more of an information lifeline for wired women in urban China compared to those in other markets.

According to the study, over 70 percent of Chinese wired women surveyed turn to social media to stay informed about current events, compared with only 46 percent of women surveyed around the globe.

Nearly half of the wired women in China said social media have motivated them to participate in community activism, significantly greater than in any other markets studied.

She said 60 percent of the wired women in urban China agreed that social media make them empathetic toward the plight of others.

By stark contrast to other markets, a quarter of urban Chinese wired women hold that social media give them more options for finding romance via public profiles or their friends' contacts.

Agresta said 52 percent of urban Chinese women spend at least eight hours a week on social media sites.

"Wired women in China are shaping the digital landscape which is, in turn, shaping them," she said.

The digital and social draw is so powerful among wired women all over the world that 75 percent would rather give up wine for a month than their smartphones, and 55 percent would rather give up coffee and tea.

"Digital and social are so intertwined in wired women's lives, and this high level of engagement is something that marketers targeting women in China can tap into to convert this power into meaningful business," Agresta said.

A key finding from the study is that Chinese wired women follow distinct "paths to purchase" in social media that vary by product category and market.

When purchasing goods and services, Chinese wired women turn to social and digital media as a source of information at nearly double the rate of traditional media, even if the item is purchased offline, she said.