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Brief Published: 29 Sep 2016

Media Focus on Millennial Women’s Mindsets

TheSkimm co-founders Danielle Weisberg & Carly Zakin

US dating company Tinder has announced its investment in fast-growing mobile platform Hey! Vina, which uses surveys and stated interests to connect like-minded women.

Tinder isn't alone in pursuing female-focused platforms to achieve a better hold on the female mindset. The New York Times is investing in TheSkimm, a millennial-focused newsletter start-up. TheSkimm is now taking the next step in capitalising on its four million global subscribers with SkimmStudies, a series of audience analyses and surveys to "make it easier to be smarter about female millennials". The first SkimmStudy investigates millennial women's attitudes towards the 2016 US Elections.

As media distribution increasingly relies on social feeds and sharing platforms, insights into millennial women's attitudes are very valuable to brands. Women use social media more frequently than men and in more versatile ways, and even though men are catching up with women on social media as a whole, female users still dominate on visually oriented platforms, which are currently exhibiting the biggest growth (Pew Research Center, 2015).

However, the UK Advertising Standards Authority just reported that while women on average lodge fewer complaints about ads as a whole, they do account for 59% of objections to harmful or offensive messages. This indicates that advertisers are currently not quite in tune with women's attitudes.

For more on how considerations of the female perspective are causing subtle but fundamental shifts in media, see our Pop Culture Round-Up: August 2016.