Tag Archives: Mobile communications

Gender Marketing encounters, interview n°7


BOUYGUES TELECOM Interview
With Agnès Testard, Operational Communications Director
And Sophie Masclet, Marketing Strategy Director


25th November 2011

Agence L / WomenologyAgnès Testard
What is the male/female split amongst your subscribers? Do you see a feminisation of the market?

Bouygues Telecom
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.

Posted on 19 March 2012 in High Tech, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°4


Interview with Odile Roujol, Director of Communications at Orange

Agence L / WomenologyOdile Roujol, Director of Commeunications at Orange
Globally, what’s the share of female consumers of your new brand Sosh, in relation to male consumers?

Odile Roujol
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?

Odile Roujol
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.

Posted on 12 March 2012 in High Tech, Reflections, Gender Marketing encounters , Sectors
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Male/female differences in the use of mobile phones


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.

Posted on 23 July 2011 in Differences men and women, High Tech, Reflections, Sectors
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