via press release:
OXYGEN MEDIA'S WOMEN IN "TRANSITIONHOOD" - THEIR UNCOMMON BRAND POWER UNCOVERED
Oxygen Media and TRU Unveil New Study Revealing Young Women Gain More Purchasing Power, Social Connectivity and Influence With Each Life Transition
NEW YORK, NY - October 26, 2010 - Oxygen Media today released a study conducted by TRU and the Oxygen Media Insights Group into the minds and habits of young women in "transitionhood." Young women in transition are going through one or more of the following life stages: moving in with a significant other, getting married/engaged, getting pregnant/having a baby, starting a career or purchasing a home. The study, which surveyed more than 2300 women, revealed that the more life transitions women have going on in their lives, the more valuable they are to advertisers, continually growing as brand ambassadors. The results were announced today by Susan Malfa, Senior Vice President, Ad Sales, Bravo Media, Oxygen Media and Women at NBCU and Tony Cardinale, Senior Vice President, Strategic Insights, NBCU Women & Lifestyle Entertainment Networks.
Today, young women seem to want to retain their independence and sense of self, while adding to their lives. They believe they can truly "have it all," but on their own terms and timelines while previous generations saw each milestone as a time to let go of their former lifestyle and recalibrate their attitudes and values. With each life stage -- be it buying a house, getting married or starting a family of their own -- the transitions become additive. Purchasing influence among young women increases to 91% while experiencing several transitions vs. 75% for those not in transitionhood. While going through multiple life changes, 34% say they're more fashion-focused, vs. 17% for those not in this life-stage. And interest in technology is also increased at the height of transitionhood, with 38% of women in this phase saying technology is important to them, versus 22% for those not in transitionhood. The more transitions these women go through, the more connected they are, and the more in-control and excited they feel about their life situation.
"This study helps us to better understand the behaviors and spending habits of young women in 'transitionhood' and how to superserve them as they move through each stage," said Malfa. "Oxygen's audience, who we call Generation O, targets and connects marketers to this highly consumptive young female segment."
"Today's women seem to bring a 'roadtrip' mentality to this lifestage," said Scott Hess, Vice President of Insights for TRU. "They're still aiming at the same basic trajectory of career, relationship, and baby. But the age of 30 is no longer such a hard target for them, and they're not willing to sacrifice fun and even indulgence along the way."
During this study, TRU revealed five major insights into the minds of these young women in transition that truly define them as the ultimate and powerful consumer:
She's uniquely open to brands and (savvy) spending:
· 81% of young women enjoy trying new brands
· 53% of young women have forwarded an online coupon to friends or family
She embraces the "me" in media:
· 90% of young women watch live TV
She naturally connects and shares:
· 90% of young women have social networking profiles
· 80% of young women have recommended a brand to friends or family
· 80% of young women regularly go out to dinner - 20% more than non-transition women
· 17% of young women have blogged or written a review about a brand -55% more than non-transition women
She wants it all, and 30 is her (soft) target:
· 65% of young women say that moving up the ladder in their career is a priority
· 65% of young women say they plan to continue working after they have children, even if they don't need the money
She's empowered by the expected unexpectedness:
· 84% of young women feel very confident in who they are
· 73% of young women say they are excited by everything that is going on in their lives
TRU is the global leader in youth research, having surveyed more than two million tweens, teens, and twenty-somethings worldwide. TRU is part of TNS, the world's largest custom-research firm, as well as a subsidiary of Kantar (the insights and consultancy arm of WPP). More information at http://www.tru-insight.com.
About Oxygen Media
Oxygen Media is a multiplatform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including "Bad Girls Club," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging the modern young woman, wherever she is, with popular features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 76 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Oxygen Media is a service of NBC Universal.