According to an American study carried out in 2011 by Com Score, entitled “Men more difficult to persuade with advertising than women”, advertising content affects men and women differently. Although both sexes have the same ability to memorise advertisements, they don¹t focus on the same elements…
which proves, yet again, that advertising agencies need to adapt their strategy depending on which gender they’re targeting.
The Com Score study firstly shows that women are more interested in adverts than men are: while 56% of men claim to “rarely or never” watch adverts, only 43% of women are in this situation. During an ad break in the middle of a TV programme, for example, men tend to get up and do other things while waiting for their programme to resume, whilst women stay in front of the TV and watch the adverts. Women also spend more time on the Internet than men do (3% on average), notably on e-commerce sites where they are exposed to advertising.
In March 2011, Mobistar led a study to better understand the way in which men and women use their mobile phones. Here are the main results.
Ownership of mobile phones varies according to gender. According to the site Hemmer, 87% of men own one, as opposed to 79% of women. But this gap no longer exists amongst the younger generations (14 – 25 years of age): 92% of girls versus 87% of boys have a mobile phone, and they mainly use it for texting.
On average, women make more use of their mobiles than men. They phone for 19 minutes more than men every month and send 51 more texts. This more intensive use is mainly due to the fact that women phone their family and friends more often than men for a catch-up whereas men wait to have something concrete to say before calling: according to a study, calls (to landlines and mobiles) made by women are to family members in 66% of cases, and only 45% in the case of calls made by men.
We interviewed Agence L, a new, French communication agency specialized in marketing to women.
Created in order to bring a more feminine vision to brands’ messages, the agency’s goals are to get rid of standard clichés about women and take into account new platforms for communicating that women use.
We talk to them about why France isn’t nearly as advanced as the U.S. in targeting women for marketing, and what new projects they have coming up.
Contact : Marie-Estelle Wittersheim
60% of women find word of mouth advice credible, versus only 50% of men. A study in the United States by Keller Fay shows us that women are more likely to listen to and relay information received through friends and acquaintances—something brands should start paying attention to.
In tune with a more familial and community attitudes, women like to share things they learn, while men perfer to keep things to themselves. While this may seem like an outdated opinion about gender roles, many new studies share these conclusions.
A recent study by McKinsey found that 75% of brands today rely principally on word of mouth, which can generate twice as many sales as a classic media campaign. Because of this, marketers would do well to target their communication to women who are more receptive to these types of messages, and are more likely to spread them afterwards.