In the United States, women tend to favor using their smartphones for social purposes. According to a survey from Prosper Mobile Insight, published in June 2012 (http://www.prospermobile.com), men and women do not use their mobiles in the same way. Amongst others, activities that are exclusively done via smartphones are not the same according to the sex. The most fundamental differences concerns the use of emails, Facebook, search engines, and e-commerce sites.
Mobiles and tablets’ exclusive uses: Women prefer ‘social’ activities in comparison of men
The exclusive uses of women via their smartphones are mostly social networks: email, facebook and search engines.
57.3% of women reported checking their emails only on their mobile or tablet, against 44% of men. Regarding the use of Facebook, 48% of women say surfing on this network only via their smartphones / tablets, against only 36% of men. Same record for access to search engines, 50.9% of women reported using it via this device, against 39.4% of men.
Thus, the exclusive use of men on their mobile focuses less on ‘social’ practices. They attach similar importance to their IM and ; to a lesser extent, to the consultation of their bank account. 36% of men surveyed say using only their smartphones / tablets to get their Instant Messaging, against 32% of women.
NICT improve the everyday life of French (New Information and Communication Technologies)
According to a survey conducted in February 2013 by Harris Interactive for Coca Cola Company (1002 respondents), 67% of people believe that the development of digital equipment has improved their personal lives. As a case in point, new digital tools have been a part of the development of their careers. 66% of employed women indicate that NICT had a positive influence on their professional lives. (1)
However, differences could be picked out among women. Firstly, the younger, the more advantaged groups, as well as the biggest digital users, are more convinced of these improvements of digital equipment on the personal life. 71% of 18-34 years old say that the NTIC evolution improved their lives, against 63% of 50 years and over. Similarly, 72% of the upper socio-professional categories admit the strong influence of digital equipment in their everyday life, against 66% of lower socio-professional categories.
According to a survey from the Pew Research Center Internet & American Life Project, 72% of Internet users and 59% of the general population looked for health information, over the last year. This study was conducted in September 2012 by phone interviews with a representative sample of 3014 people in the United States. (1)
It may be time to give a nod to the technological prowess of mothers… yes that’s right; the age of the Smartphone mother is upon us.
Although initially surprising, the abundance of Smartphone mothers makes a lot of sense. Mothers have evolved into avid media consumers, on average they spend 10.1 hours every day using a variety of media, 27% of which is spent on their mobile phones, on par with television which tops the ranks with 28%. (Inmobi Research)
Siobhan Freegard Co-Founder of Netmums
25/09/2012 – Paris
Hi Siobhan, could you tell us a little bit about Netmums?
Founded in 2000 Netmums is the UK’s largest women’s website. Twice the size of any other parenting site, Netmums is the only one with more than a million unique users each week.
The site hosts over 150 local websites, 1,500 bloggers and 500 national meet-up groups for mums, making it the UK’s top place for connecting parents. And Netmums is the also only parenting site to provide round the clock care. Each year over three and a half million parents are supported by Netmums specially trained teams of parenting experts, including staff from Relate, Women’s Aid and the Family Rights Group. The site also provides one-to-one support for more than 30,000 of the
UK’s most vulnerable mums each year
Who said technological gadgets were a man’s privilege? In 2011, the smartphones market has been marked by growing interest on the part of women, who appreciate it in particular for its easy access to social networks.
Women drive adoption of smartphones
During the 4th semester of 2011, France counted 19 million mobile Internet users, a 23% increase compared to last year, according to a survey by Mediametrie conducted in January 2012.
The profile of these users has become progressively more feminine and young. 43% of mobile Internet users are women, up from 40% just a year ago, and about 1 mobile Internet user in 2 is under the age of 35.
“Ten hot trends of consumer for 2012”, a study by Ericsson Consumlab, even considers that women drive adoption of smartphones because smartphones allow them to integrate all the various communications channels in one device. Whereas men use their smartphone for video or VoIP – a technology that allows telephone calls to be made over computer networks – women prefer more classical services like calls, texts and Facebook.
According to a recent study led by P&G, European mums are today confronted with an almost “logistics” style management of their professional, family and conjugal life: we refer to them as “mum managers”.
This European study, carried out in 13 countries and amongst 10,000 mums, reveals great changes in society, as well as new forms of “tension” linked to the individualisation of society and the thirst for personal fulfillment of each individual.
Womenology provides a synopsis of the study through 15 distinguishable results:
1. Men / Women: differences remain over home life and the way its organised
Serge Hefez, a psychiatrist, psychoanalyst and family therapist, observes fathers making a strong and continual investment, like mothers, within the family home. Differences between men and women persist, however, regarding the nature of this investment and the time dedicated to home life. For fathers, the family home still remains symbolically associated with well-earned rest. It’s a “cocoon”-like place that he goes into after the “conquest”, his fulfillment coming first and foremost from his professional universe. Even if fathers are investing more than ever in home life, they quite willingly attribute the responsibility of the home to the mother.
For mothers, the home remains the focus of their personal and family fulfillment, sometimes leading to a sense of guilt for those mums who would like to invest more in their careers. “The level of guilt is higher amongst men than amongst women,” notes Serge Hefez.