According to AOL, a social expressionista “defines herself as using the web to connect with others and to express her views, her art, and her projects.”
Sounds like a great person for marketers to hook up with, unfortunately, says eMarketer, only 8% of women online fall into this category so you’re going to have to stand in line to get your shot.
The study, which was conducted by the Bovitz Reseach Group on behalf of AOL, involved 2,000 women in the US between the ages of 18-55. In it, they were asked a series of key questions to help classify the way they share information online.
From here, they developed seven Women Identity Segments including:
– Social Expressionistas: (8%) These women use social networks to
express their views and creativity. They believe that the web
brings people together and they’re passionate about using it to
– Alpha Trendsetters: (13%) These women take both their social lives
and their careers very seriously. They’re brand conscious and are
looked up to implicitly, more so than other segments;
– Shopsessives: (7%) These women are shopping online across product
categories. They identify themselves as the experts in all types
of areas ranging from fashion to health to technology, and they
play an influential role with their family and friends (and enjoy
The survey results also indicate that digital word-of-mouth has real-life impact and that authenticity is the key to getting women to share information. And though social networks are popular, email was still the most popular way to share with 62%, while social networks came in at 34%.
When it comes to spreading the word about your business, Social Expressionistas are the best for day-to-day information and Alpha Trendsetters are best when you’re talking about anything new and trendy. Which is all well and good, except for one thing, the report doesn’t tell you how to find these women. For that, you’re going to have to do the virtual legwork on your own.