or


[10/26/10 - 09:41 AM]
Oxygen Media's Women in "Transitionhood" - Their Uncommon Brand Power Uncovered
The cable channel details its latest research developments.

[via press release from Oxygen]

OXYGEN MEDIA'S WOMEN IN "TRANSITIONHOOD" - THEIR UNCOMMON BRAND POWER UNCOVERED

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

About TRU

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.





  [october 2010]  
S
M
T
W
T
F
S
     


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)





[08/24/16 - 03:32 PM]
Lifetime Greenlights Britney Spears Biopic
Production begins this September in Vancouver for a 2017 premiere on Lifetime.

[08/24/16 - 02:31 PM]
"Live with Kelly" Kicks Off 2016-17 Season on September 5, 2016
As the exciting search for Kelly's new on-air partner continues, a diverse group of personalities will join her on the show.

[08/24/16 - 01:15 PM]
Renowned Abolitionist Harriet Tubman Leads the Way in Season Two of WGN America's Trailblazing Series, "Underground" from Sony Pictures Television
Aisha Hinds has been cast as a recurring guest star in the pioneering role of Harriet Tubman.

[08/24/16 - 12:23 PM]
NASCAR and Nickelodeon Wave Green Flag for Third Season of "Hammer Down"
Premiering Friday, September 23 at 9:30/8:30c on Nicktoons, the third season of "NASCAR Hammer Down" features eight, 15-minute episodes.

[08/24/16 - 12:15 PM]
Investigation Discovery to Showcase Criminal Trial of Jason McCrary in Sixth and Final Installment of Serialized Docu-Series "The Vanishing Women"
Look for the season finale of Monday, August 29 at 10:00/9:00c.

[08/24/16 - 11:20 AM]
National Geographic Channel Announces Commemorative Programming Event to Honor 15th Anniversary of Sept. 11
Look for the world premiere of a new compilation special, "9/11: The Longest War."

[08/24/16 - 11:19 AM]
"Catching Kelce Preview Special" Airs Following New Episode of "WAGS" This Sunday, August 28
"Catching Kelce" will then premiere on Wednesday, October 5 at 9:00/8:00c.

[08/24/16 - 10:39 AM]
Video: Discovery Releases First Teaser for "Taking Fire"
The five-part series will now premiere Tuesday, September 13 at 10:00/9:00c.

[08/24/16 - 10:03 AM]
Spike's "Lip Sync Battle" Goes Live for the First Time Ever
The highly-anticipated season 3 of "Lip Sync Battle" premieres on Wednesday, October 12 at 9:00/8:00c.

[08/24/16 - 09:52 AM]
Music Superstar Ciara Completes Celebrity Judges Panel for the 96th Miss America Competition Live Broadcast
Ciara will join entrepreneur Mark Cuban, Olympic gold medalist Gabby Douglas, actress Sara Foster, musician and actress Laura Marano, singer-songwriter Cole Swindell and former Miss America Sharlene Wells Hawkes as celebrity judges.

[08/24/16 - 09:46 AM]
GSN's Horror-Themed Game "Hellevator" Returns for Its Second Season with a Special Four-Week Network Event Beginning Friday, October 7 at 9 PM
The series is produced by Matador and Blumhouse Productions, in association with Lionsgate.

[08/24/16 - 09:30 AM]
Video: New Teaser and World Premiere Time Revealed for BBC America's "Dirk Gently's Holistic Detective Agency"
In addition, the network has announced a series of programming stunts, including an original "Star Trek" anniversary celebration, to premiere in the build up to the new series launch.

[08/24/16 - 09:19 AM]
Comedy Central Greenlights Series from James Davis
Davis, host of "Swag-A-Saurus with James Davis," Comedy Central's most watched Snapchat original series, grew up "hood-adjacent" and brings his unique, urban point-of-view to the new weekly series set to premiere in January 2017.

[08/24/16 - 09:16 AM]
Chart-Topping Breakout Artists Alessia Cara, Jidenna and Lukas Graham To Perform at the 2016 "MTV VMA Pre-Show" Live from the Red Carpet at MSG on Sunday, August 28 at 8:00 P.M. ET/PT
Additionally, global hit-making producer, recording artist and social media mogul, DJ Khaled, will host the hour-long pre-show alongside MTV2's "Uncommon Sense" star, Charlamagne Tha God, and hip hop artist, Lizzo, from MTV's upcoming live music series, "Wonderland."

[08/24/16 - 09:13 AM]
Tuesday's Broadcast Ratings: "Got Talent," "Better Late Than Never" Top Charts
NBC leads the evening among total viewers and adults 18-49.