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.
Eurostar Group, a technology company in Dubai launched in February 2013 (Valentine’s Day) an Android tablet specifically designed for women. Home screen pink, simplified menu, pre-installed applications to facilitate household chores, to shop, to cook or to take yoga classes: epad is the perfect tool for half barbie, half housewife. This Android tablet with a 8 (pouces) screen, a 1.5 GHz processor and a 16 GB memory has been designed to simplify the lives of the fairer sex.
This is what Mani Nair says, Deputy Director of Marketing for Eurostar, instead of worrying about sexist messages by the tablet: “This is a perfect tool for women who are experiencing difficulty downloading applications (. ..) Just turn it on, log in and you can cook your recipes or do yoga ” In the Middle East, women have mixed opinions. Inhabitants of Dubai have responded positively “I love. The tablet is really convenient to surf on the internet, do some research or even play. ”
“If man generally expresses the need to change the hi-fi equipment at home, it is often the woman who has the final decision in the choice of the new product,” says Patrick Perrin, CEO of Bose France.
To feminize its image and increase its awareness among women, the hi-fi equipment brand Bose recently joined the magazine “Elle” through the musical event “Elle en Scène”.
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.
BOUYGUES TELECOM Interview
With Agnès Testard, Operational Communications Director
And Sophie Masclet, Marketing Strategy Director
25th November 2011
Agence L / Womenology
What is the male/female split amongst your subscribers? Do you see a feminisation of the market?
In our sector everybody or nearly everybody is equipped with a mobile phone, and taking into account the size of our customer bases, we therefore have the same split as the general population. We just observe some small differences: for example, young girls are given mobiles by their parents earlier than young boys; the female market is a bit bigger in this age group.
Interview with Odile Roujol, Director of Communications at Orange
Agence L / Womenology
Globally, what’s the share of female consumers of your new brand Sosh, in relation to male consumers?
Sosh is the 100% digital mobile brand launched by Orange, it’s community-based and participatory. In community, on the social networks, we pretty much cover the French population. In terms of subscriptions, we were at about 2/3 men and 1/3 women in the first few weeks after its commercial launch in October 2011.
Agence L / Womenology
At Orange, have you seen this share evolve over the last 10 years?
The market has in fact evolved in terms of equipment with the development of smartphones and now tablets, new practices have developed from voice to Internet connection and we’re noticing that women are getting to grips with it just as much as men and with a real interest in all these new customs. There therefore isn’t really much of a difference in use.
Business advisory firm Deloitte designed a study in 2010, entitled “State of
the Media Democracy”. For the Women in Media initiative, Deloitte revealed a summary of its conclusions about women: when it comes to media, they are more skilled at multitasking than men are.
Source : Offre média.
“Unlike men, women are more capable of doing several things at once”: the age-old dictum rings true for media consumption too, according to Deloitte.
While television and the press are the two media that influence women’s purchasing decisions the most, it¹s rare that women dedicate their full and entire attention to them: much more than men, they like to use several media
According to a study conducted by Zylom in 2008, three quarters of women play video games at least ‘occasionally’, and they even prefer these games to sex, shopping and television!
40% of PC gamers and 30% of console gamers are now women, according to the Entertainment Software Association. However, the manner in which they perceive gaming is different between men and women. Only 6% of the latter find them addictive for example and their average playing time is significantly lower than that of men (8 hours a week against 17h for men), and they retain control over their “virtual life” . There are significantly less ‘obsessed’ female gamers, even if specialist sites are flourishing. Camille Ledauphin from customer service of Final Fantasy XI explains: “By childishness, rivalry and competitive instinct, boys have more desire to win which means they are able to spend hours in front of a game. Girls are less absorbed and obsessed by gaming. A boy won’t stop until he has won meaning that he will generally improve. The girls, however, have the advantage of better time management.
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.
Everyone has in mind the PSP Pink, the Sony console dedicated to the female public. But, in reality, Sony started its campaign to appeal to women much earlier on: a pioneer of marketing to women, the Japanese brand launched the temporary Sony loves Women! site back in November 2007.
This short-term site saw the light of day because of an observation: women have less technological expertise but they’re no less demanding, yet brands tend to neglect them. As Nathalie Hoffet, Communications Director at Sony France, explains: “We wanted to lead local reflection about women’s needs and factors affecting their decisions when purchasing high-tech products. The current environment is rather masculine and women can’t necessarily find their way around it.”