CASE STUDY: Nielsen and Cozycot reveal online behaviour of women in Singapore

Background

Singapore's female consumers are increasingly looking to online as a means to research and
purchase goods and services, with 43 per cent of them spending upwards of six per cent of their total monthly shopping spend on online channels and more than three quarters (78 per cent) intending to make online purchases over the next six months.

Increasing media fragmentation and sweeping changes to the way Singaporeans consume media means it is more critical than ever for online publishers to identify and understand their audience in order to provide a compelling case to their advertisers.

Execution

Having experienced rapid growth in the success in its online offering, CozyCot worked with Nielsen to better understand its audience, their online habits and media consumption, their shopping behaviour and their use of beauty products, technology and fashion.

Nielsen undertook extensive customised research involving an in-depth online survey to facilitate profiling CozyCot's member community and site visitors.

Survey respondents were segmented based on a number of key attributes, including attitudinal
statements towards personal appearance and trends and their expenditure on skincare, hair care,
cosmetics and fashion items.

Overall, CozyCot's members are internet savvy, highly engaged online and use the internet to research and purchase products and services.

Nielsen's segmentation analysis led to the identification of four core audience profiles, each with unique behaviours, values and demographic attributes. CozyCot's members typically fit into one of four core audience profiles, which Nielsen identifies as Eve, Prudence, Liberty and Paris.

Results

Nielsen's analysis identified that in addition to being active information seekers who share a common interest for cosmetics, beauty and fashion, CozyCot's members were also keen to read about peripheral topics such as travel, weddings, investments, events/entertainment and local current affairs.

CozyCot's members are opinion leaders, almost half said they had recently contributed to a message board forum or blog and one in three had posted reviews of products and services online,
making them valuable advocates for endorsing and promoting their favourite brands.

Their members are prepared to spend more to look good.

Armed with quantifiable insights into its member community, CozyCot is establishing a CRM database which provides its advertisers with the opportunity to single out and target specific segments or user profiles which are aligned with their offering.

Through the addition of a quiz game within the registration process, CozyCot is also able to segment new members as they join, further enabling targeted campaigns, as well as providing a means for monitoring site usage by segment type.