The Chinese say women hold up half the sky. According to new research on smartphone use from Nielsen, ExactTarget, Pew, and Simmons Connect, compiled into infographics by financesonline.com, women have a dominant hold on smartphone usage.
Everyone knows that men and women think act and feel differently, but women have embraced smartphones as an all-encompassing Swiss Army Knife for life. Men use their phones selectively, like a tool, to accomplish specific tasks.
Women are more likely than men to use their smartphones for messaging, talk, web surfing, social networking, games, app downloads, and picture taking or sharing. Men and women use email about the same. Men dominate in watching videos, listening to music, reading newspapers and using the GPS app or device. Looking at mobile social media use, men focus on business and dating while women go for relationship building, sharing, entertainment and self-help.
Not surprisingly, gender differences affect consumer behavior. Men are 1.5 times more likely to scan coupons or QR codes. Men are less likely to ignore social media ads and prefer commercial messages with cars, sports, action and sexual themes. In contrast, women ignore more social and mobile ads, even though they follow four times more brands than men. Women prefer ads with sentimental, family, real-life and pet themes.
The clear implications for marketers are …
Gender Matters. Consider whom you are addressing, both what they doing as they move through their day and how they generally think about mobility and social media.
The old clichés and assumptions are no longer valid. Abandon them. Design offers and calls-to-action accordingly.
One Size Doesn’t Fit All. If they think, act, and use language differently, it only makes sense to create different content aimed at men and women.
Target Behavior. Now that you know what they use phones for and the themes that resonate with men and women, time and target messages to intersect natural mobile or social behavior. Efficiently give me the information they’re after and make female-oriented content entertaining and shareable.
Honor Half the Sky. Women have been early adopters and are aggressive users of mobile and social technologies. Don’t underestimate them. Don’t forget their role as household CFO and principal buyer of almost every category of goods and services.
Women frequently influence men. And interactions between the genders are often relevant in building brand awareness, consideration, and preference.
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.
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