Key Takeaways

• According to the Institute for Education Sciences' National Center for Education Statistics (IES-NCES), about 58.6%, representing 9.5 million women undergraduate students enrolled during Fall 2021 academic year. The remaining 41.4% were men.

• In terms of percentages for program enrollment, 872,975 (representing 9.2%) women were enrolled in science programs, including biological and biomedical sciences, computer and information sciences and support systems, and physical sciences.
• Women who were enrolled in Mathematics and Statistics were 97,708 representing approximately 1% of total women undergraduate enrollment.
• Women enrollment in Engineering related programs (Engineering, and Engineering Tech. and Engineering related fields) were 831,081, representing 8.7%.

Introduction

Undergraduate Women Studying Science, Engineering or Math

• According to the IES-NCES, there were approximately 16.2 million undergraduate student enrollment in colleges and universities during Fall 2021. This estimates cover both students enrolled in 2-years and 4-years undergraduate degree programs in colleges and universities in the US.
• About 58.6%, representing 9.5 million undergraduate students were women. The remaining 41.4% were men.
• In terms of percentages for program enrollment, 872,975 (representing 9.2%) women were enrolled in science programs, including biological and biomedical sciences, computer and information sciences and support systems, and physical sciences.
• Women who were enrolled in Mathematics and Statistics were 97,708 representing approximately 1% of total women undergraduate enrollment.
• Women enrollment in Engineering related programs (Engineering, and Engineering Technology and Engineering related fields) were 831,081, representing 8.7%.
• Undergraduate Women Studying Science, Engineering or Math

 

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Career Trajectories for Women in Science, Engineering or Math

• Estimates from the U.S. Bureau of Labor Statistics, reports that job opportunities in Science, Engineering and Math, including Technology are forecast to skyrocket to almost 9% from 2018 to 2028 than other non-STEM industries, pegged at 5%.

 

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• A report from the National Center for Science and Engineering Statistics in 2019 reported that, full time employment statuses for women and men in science and engineering were 10.7 million and 13.3 million respectively. In terms of part-time employment, about twice as many women were employed that men; 3 million and 1.6 million respectively.

Research Strategy

Key Takeaways

• As of today (March 2, 2022), LinkedIn lists around 117,177 science jobs for the United States for hospitals and healthcare, non-profit organizations, pharmaceutical manufacturing, and biotechnology research industries.
• LinkedIn has 3,300 U.S. companies/locations in information technology and services, construction, mechanical or industrial engineering, and civil engineering listing open job positions for engineering.
• For math/finance, LinkedIn currently has 322,920 postings for open job positions throughout the United States.

Introduction

LinkedIn Job Postings

Science Jobs

• On LinkedIn, there are 117,177 science jobs (full-time, part-time, contract, temporary, volunteer, and internship positions). Industries that are included are hospitals and healthcare, non-profit organizations, pharmaceutical manufacturing, and biotechnology research. Meanwhile, the job functions that are included are healthcare provider, research, analyst, engineering, and manufacturing.
• For the United States, there are 8,400 companies/locations posting open positions for science positions, including those in the information technology and services, computer software, and biotechnology industries.

Engineering Jobs

• Excluding internet publishing and staffing and recruiting, LinkedIn has a total of 304,465 engineer jobs (full-time, part-time, contract, temporary, volunteer, and internship positions) in the United States posted on its site. Industries that are included are IT services and IT consulting, software development, financial services, construction, defense and space manufacturing, hospitals and healthcare, computer hardware manufacturing, and appliances, electrical, and electronics manufacturing. The only job function that has been included is engineering.
• There are a total of 3,300 U.S. companies/locations posting open positions for an engineer on LinkedIn, excluding the staffing and recruiting industry. Industries that these companies operate within include information technology and services, construction, mechanical or industrial engineering, and civil engineering.

Math Jobs

• Excluding postings from the staffing and recruiting and internet publishing industries, there are a total of 322,920 math/finance jobs (full-time, part-time, contract, temporary, volunteer, and internship positions) in the United States that are posted on LinkedIn, including those for financial engineers. Industries that are included are financial services, IT services and IT consulting, software development, retail, accounting, hospitals and healthcare, business consulting and services, and banking. Job functions that have been included are finance, sales, accounting/auditing, management, business development, and analyst.
• Not including staffing and recruiting and higher education, around 16,000 companies/locations in the United States have open finance positions posted on LinkedIn. This figure covers companies operating within the financial services, information technology and services, and computer software spaces.

Manufacturing Jobs

• There are 185,454 open manufacturing jobs (full-time, part-time, contract, temporary, volunteer, and internship positions) in the United States that are currently listed on LinkedIn. Industries that have been included are construction, industrial machinery manufacturing, food and beverage services, motor vehicle manufacturing, retail, and appliances, electrical, and electronics manufacturing. Job functions that have been included are manufacturing, engineering, and quality assurance.
• In the United States, there are 13,000 companies/locations posting open manufacturing positions. These companies operate within the electrical and electronic manufacturing, mechanical/industrial engineering, and automotive industries.

Research Strategy:

Handshake Overview

• Over 1,300 higher education institutions across the US partner with Handshake.
• Over 550,000 employers of all sizes and types, including 100% of Fortune 500 companies, post jobs on Handshake.
• Schools that use Handshake see an average increase of twice to thrice in the number of credible job postings, an average boost of 65% in student engagement, and 80% of students receive a message from an employer after completing their profile.
• Over 18 million students and recent graduates use Handshake.
• Handshake facilitated over 1.7 million new engagements between employers and candidates in 2021.
•  49% of US college graduates between 2018 and 2020 obtained job offers through Handshake.

• Handshake facilitated 98 million virtual student-employer connections on its platform in 2020.

Top Benefits for Students

• Handshake provides access to the largest early recruitment network in the US. Over 550,000 employers use Handshake as their primary platform for hiring students.
• Handshake is a one-stop shop for all student career services, including job applications, appointment scheduling, events registration, and building a network.
•  65% of seniors with Handshake accounts receive a proactive message from employers.
• Handshake offers peer learning tools such as Reviews, Q&A, and Peer Messaging, that allow users to connect with other students across the network and find out the opinion of other students on employers before applying for jobs.
• Handshake combines the look and feel of a social media network with data relevancy to match the modern expectations of students for software, significantly boosting student engagement.

Top Benefits for Employers

• With a 65% message open rate, Handshake has thrice the industry average.
• Employers experience a 150% increase in brand awareness with Handshake.
• Employers can save time and effort by using a single dashboard to manage job postings, allowing them to discover, connect, and engage with schools that were initially beyond their reach.
• Employers can create either virtual or in-person events, and send invitations to students via the network.

Top Companies Hiring Students on Handshake

• Handshake provides a list of the top 100 companies that hire students on its platform. The list is updated regularly.
• Currently, the list features seven top companies in the accounting industry that are recruiting students on Handshake. The companies are KPMG LLP, EY LLP, PricewaterhouseCoopers (PwC), RSM US LLP, BDO USA LLP, Crowe LLP, and CohnReznick LLP.
• Burns & McDonnell and Schneider Electric are the two top companies in the engineering and construction industry that are recruiting students on Handshake.

Research Strategy

Introduction

Demographics

• According to a new Pew Research Center survey, the majority of Americans have heard of cryptocurrencies like Bitcoin or Ether, with 16% having personally invested in, traded, or used one. Men between the ages of 18 and 29 are the most likely to "say they have used cryptocurrencies."
• According to the survey of U.S. adults conducted from September 13 to September 19, 2021, 86% of Americans "have heard at least a little about cryptocurrencies," with 24% having heard a lot about them. Only 13% have said they haven't heard anything.

 

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• Certain demographic groups are more likely than others "to say they have used cryptocurrencies," with age and gender showing the most significant differences.
•  3 out of every 10 Americans (18 to 29 years old) say they have either invested in, traded, or used a cryptocurrency such as Bitcoin or Ether. 22% of men are likely to have used a cryptocurrency as compared to 10% of women.
• When age and gender are taken into account, the differences become even more pronounced. For example, four out of every ten men aged 18 to 29 say they have either "invested in, traded, or used a cryptocurrency, compared to 19% of women in the same age group."
• While the vast majority of people across all demographics have heard something about cryptocurrency, only a small percentage have heard a lot. "Adults under the age of 50 (31%) and men (35%) are more likely than older Americans (16%) and women (15%)" to say they have heard a lot.
• While the vast majority of people across all demographics have heard something about cryptocurrency, only a small percentage have heard a lot. "Adults under the age of 50 (31%) and men (35%) are more likely than older Americans (16%) and women (15%)" to say they have heard a lot.
• By race, ethnicity, and household income, the percentage of adults who have heard a lot about cryptocurrency varies. "For example, 43% of Asian Americans have heard a lot about cryptocurrency, compared to 29% of Hispanic adults and roughly a quarter of black and white adults. Americans with higher incomes (31%) are more likely to have heard a lot about cryptocurrency than those with middle (25%) or lower incomes (21%) incomes."

 

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• "A recent survey conducted by Morning Consult found that while 69% of all adults in the United States are white, only 62% of cryptocurrency owners are."

• Meanwhile, while only 16% of U.S. adults identify as Hispanic, 24% of cryptocurrency owners are Hispanic.

• Other minorities make up a smaller percentage of crypto owners, with blacks accounting for 8% and Asians and other ethnicities accounting for 6%. 

User Personas

• The most popular topics among bitcoin users were financial services and investing. Then there's software development and financial services from banks. Apart from computers, software, and financial management.

 

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• The vast majority of Bitcoin users identify themselves as "avid investors" and "technophiles." There are, however, a few travelers, moviegoers, and political enthusiasts among the group.

 

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• Finally, when it comes to Bitcoin, there is a strong preference for using a desktop computer over a mobile device. Female cryptocurrency users under 35 were more likely to utilize mobile platforms, whilst male cryptocurrency users over 40 were more likely to use desktop.

 

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Crypto Personas Profiles

• In a UX re-design consultancy project, Nare K, a UX & service designer, categorized the crypto personas profiles using analytics and clustering, as well as contextual inquiries and desk research. "The specific insights for each of the three market segments were synthesized into separate personas," which are presented below.

Persona #1: Crypto Enthusiast Daniel

• Daniel represented the largest market segment of "tech-savvy, ideology-driven investors" in the first persona. The participants in Daniel's piece were both the strongest believers and the largest skeptics in the crypto world. These consumers were less demanding in terms of UX but more demanding in terms of features and a well-connected ecosystem.

 

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Persona # 2: Ambitious Newbie Charlotte

 

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Persona # 3: Skilled Experimentator Richard

 

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Research Strategy

NFT Artists

• According to a report by ArtTactic, only about 16% of NFT artists are women. This is based on the percentage of women on Nifty Gateway, one of the largest auction platforms for digital art.
• During the 21 months of sales covered in the report, female artists accounted for 23% of the total primary and secondary sales value (males accounted for 77% or $258.3 million). While the gender and age of some NFT artists remain undisclosed, the musician, Grimes, is the only known woman among the top ten NFT artists in the world, with sales totaling $8.9 million to date.
• Other top female NFT artists, according to SpaceSeven, are Yam Karkai, Krista Kim, Gala Mirissa, Paloma Rincon, Itzel Yard, CryptoYuna, and Alycia Rainaud.
• A survey by BlockFi indicated that only 5% of women in the US have bought an NFT or mined crypto.

NFT Communities

• The NFT scene is predominantly male, but women are making strides to close the gap through women-led NFT projects like Sad Girls Bar with 4.7k owners, Crypto Chicks with 3.8k owners, World of Women with 5k owners, Boss Beauties with 5k owners, and Women Rise with 5.4k owners. Each of these projects has a collection of over 10,000 NFTs.
• Communities like Women in Blockchain Talks aim to drive women into the crypto space. Women in Blockchain Talks plans to launch Crypto Kweens, a female-centric NFT marketplace built on the Rarible protocol, which would bring female artists, creatives, entrepreneurs, and founders together.

Crypto Women

• According to a study by the cryptocurrency exchange, Gemini, only about 26% of females are crypto owners, and 40% plan to invest in crypto. However, the study indicated that the willingness to get into crypto soon was greater among women.
• A survey conducted by BlockFi on January 28, 2022, indicated that about 15% of female Americans, ages 18-65, are interested in crypto careers. However, only 10% plan to apply for roles in crypto or blockchain-focused companies within the next year. 92% of the women surveyed indicated that they have heard about crypto, but only 24% are crypto owners, with 80% still finding it difficult to comprehend and 72% believing crypto investments are too risky.
• Meanwhile, a third of the survey participants intend to purchase cryptocurrency in 2022, with 60% saying they would buy crypto in the next three months, compared to the 29% of females who did in a September 2021 survey.
• Also, Crypto Head's research showed that out of the 121 leading crypto companies, only five of them (4.13%) had female founders.

Research Strategy