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.
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