how men & women consume digital differently

1 Prepared for The Digital Consumer Collabora7ve

© Copyright Stone Mantel 2013 goStoneMantel.com



TOPLINE SECONDARY RESEARCH ON

HOW MEN AND WOMEN CONSUME DIGITAL

DIFFERENTLY

This deck was prepared for members of the Digital Consumer Collabora7ve. It is the first of a series of secondary research decks prepared by Stone Mantel for the Collabora7ve to inform the primary research we are conduc7ng in 2013/2014 together.





DIFFERENCES IN TECHNOLOGY USE

According to MicrosoJ: • Women use a PIN or password to lock their mobile device two percent less than men.

• 32 percent of men keep their mobile devices up to date, contrasted with 24 percent of double-‐Xs.

• Women are more vigilant of their online reputa7ons: they limit personal informa7on online (40 percent versus 37 percent) and what strangers can access on their social media: 40 percent versus 32 percent.

• Women are also more careful about what they text (34 percent versus 31 percent).

Reasearch commissioned by InternetServiceProviders.org: • Facebook has a 58 percent female user-‐base and women do 62 percent of the sharing.

• 64 per cent of Google+ users are men – but 75 percent of them don’t interact with other Google+ users.

• 71 percent of women use social networking sites, versus 62 percent of men.

• Every month, 40 million more women than men visit Twi`er.

Microso' Says Men and Women Do Use Technology Differently June 14th, 2013





DIFFERENCES IN APP USE

The mobile analy7cs and adver7sing company Apsalar studied its data pool of 500 million unique users across both Android and iOS, and it found some extremely interes7ng differences in the way men and women buy and use apps.

Women install 40 percent more apps than men, buy 17 percent more paid apps, and pay an astonishing 87 percent more for those apps.

Top Apps Women Top Apps Men

Women use social media apps a staggering 600 percent more than men, news apps 90 percent more, and produc7vity apps 89 percent more.

Men use naviga7on apps a full 40 percent more than women

Ba`le of the mobile sexes/ Women install 40% more apps, spend 87% more than men | VentureBeat John Koetsier April 26, 2013





DIFFERENCES IN MOBILE SHOPPING

Data from the DDB Life Style Study looked at mobile shopping pa`erns by gender and found that men were much more inclined than women to use mobile phones to shop or use QR codes and apps to find the best deals. Perhaps that's because men don't like shopping as much as women do; fully 57 percent of women view it as a form of entertainment, versus 44 percent of men. For the guys, technology gets the job done faster.

DDB Life Style Study Finds Men Appreciate Tech Thats Helps Get Shopping Done Faster | Adweek By$Lucia$Moses April 24, 2013,





DIFFERENCES IN MOBILE SHOPPING ACTIVITIES

Shopping via Mobile: Spending Pa`erns, Demographic Profiles, and More October 1, 2012





DIFFERENCES IN MOBILE SHOPPING PATTERNS

Shopping via Mobile: Spending Pa`erns, Demographic Profiles, and More October 1, 2012





DIFFERENCES IN STREAMING

Overall, digital streaming con7nues to be on the upswing in 2013, with 84% of respondents saying that they do so at least once a week.

According to a recent na7onal survey of 1,000 streaming media consumers commissioned by M-‐GO and market research company Lab42.

Looking at the new wave of streamers, those with less than a year of experience, women now lead the genders with 31% as compared to their male counterparts at only 20%. Women are also leading the charge in second screen viewing, being three 7mes more likely to take in their entertainment via a mobile tablet-‐type of device, while their male counterparts are more likely to watch from a desktop computer.

Men Vs. Women: Streaming Media Habits By Gender Americans Doing More Streaming than "Steaming" on a Weekly Basis & They're Doing it Alone; 'Digitally Frustrated' Consumers also Cheat on Service Providers May 23, 2013





DIFFERENCES IN SHARING HABITS

uSamp surveyed 600 men and women about how they share personal informa7on socially online, including educa7on, income, occupa7on, race, religion, poli7cal affilia7ons and shopping preferences, and, perhaps unsurprisingly, discovered a clear gender gap between the sexes. While women will share details about their rela7onships, jobs, brand preferences, poli7cal affilia7ons and religious stance essen7ally as regularly as men, they’re significantly less likely to share more personal informaLon, such as their phone number, email address, postal address or anything that might put their personal security at risk.

uSamp: The Social Media Sharing Habits Of Men And Women





DIFFERENCES IN TWEETS

Results pointed out that women will normally tend to use emo7onal language like “sad, love, glad, sick, proud, happy, scared, annoyed, excited, and jealous.” Emo7cons, and CMC (computer-‐mediated communica7on) terms (lol, omg, brb, for instance) are female markers, “as [are] ellipses, expressive lengthening (e.g., coooooool), exclama7on marks, ques7on marks, and backchannel sounds like ah, hmmm, ugh, and grr.”

Clear male markers include words related to swearing, technology, and sports, and in rela7on, numbers (as in scores).

The takeaway? Who you hang out with, and the number of guys or girls that are in your social group (both online and off), will effect how you end up speaking on Twi`er.

RESEARCHERS CAN TELL THE DIFFERENCE BETWEEN TWEETS FROM MEN AND WOMEN By Francis Bea February 19, 2013





DIFFERENCES IN WHAT WOMEN WANT FROM TECHNOLOGY

According to Shelley Zalis, CEO of Ipsos Open Thinking Exchange, women are more visual and narraLve-‐driven. "Women also love visualizaLon and stories, not just features on a checklist, but things that really let them see value in their lives," she said. "When you go to tech labs, some are run by women, and it's fascina7ng to see what they're working on versus what the men are working on. Many of the labs I've seen are working on things like how to bring books to life for kids, making them more friendly and engaging. That's in contrast to just gadgets and goggles."

In a separate keynote address, James McQuivey, Ph.D., a principal analyst at Forrester Research, argued that women think about the ul7mate use of technology, how it can help their own lives, rather than the impressive technical specifica7ons. Instead of being spurred by an "Oh, shiny!" ethos, they're swayed by what the technology can do for them. As Zalis said, "Women are not looking for tech for technology's own sake but rather for simplicity, usefulness."

Dispatch from Internet Week/ How Women Use Tech Differently -‐ Yahoo Finance By Allison Kade May 22, 2013





DIFFERENCES IN TABLET AND SMARTPHONE USE

Technology AdopLon: Women are more open to tying out new features and adop7ng new mobile technology than men. They are more likely to make the most of all the features of an app, and they prefer health, social networking and lifestyle and games apps. Women are more keen on mobile gaming, while men are happier playing games on laptops, PCs or gaming consoles.

Mobile Gaming: Men have a natural predilec7on for war games, RPGs, shoo7ng games and games that had long-‐term goals. Women seem to prefer word games, puzzles, and simpler games. But there are several games that both gender like equally, and both men and women say that they end up ge�ng addicted games and spend too much 7me playing games on the mobile.

App Types: Some stereotypes are supported by the user base for apps. Catalog apps, lifestyle apps, cooking and recipe apps have a predominantly female user base. Business and produc7vity apps, finance apps, and sports apps have more male users. But da7ng apps, games, GPS, restaurant apps and several other categories of apps have almost equal number of male and female users.

Sta7s7cs are interes7ng, but one can read too much into them. When the first smartphone was create, Apple tried to create an intui7ve device that anyone, irrespec7ve of gender or age, could simply pick up and start using. The idea of ‘intui7veness’ is at the base of all smart mobile devices and all the apps. Your app design needs to be user-‐friendly, intui7ve, and it must follow the best prac7ces.

Men Vs. Women Smartphone Usage Differences: Does it Affect Mobile App Development? April 23, 2013





DIFFERENCES IN THE ROLE OF TECHNOLOGY

It turns out women are our new lead adopters. When you look at internet usage, it turns out women in Western countries use the internet 17 percent more every month than their male counterparts. Women are more likely to be using the mobile phones they own, they spend more 7me talking on them, they spend more 7me using locaLon-‐based services. But they also spend more 7me sending text messages. Women are the fastest growing and largest users on Skype, and that's mostly younger women. Women are the fastest category and biggest users on every social networking site with the excep7on of LinkedIn. Women are the vast majority owners of all internet enabled devices-‐-‐readers, healthcare devices, GPS-‐-‐that whole bundle of technology is mostly owned by women.

The body of evidence amassed by Intel researcher Genevieve Bell indisputably shows that men's role in technology adop7on con7nues to be overstated.

h`p://en.wikipedia.org/wiki/Genevieve_Bell





DIFFERENCES BY DEVICE AND CONTENT

Jumptap found that in April 2013, the amount of 7me women 25 to 49 years old spent on the smartphone and tablet was par7cularly notable, reaching above 60%, while for men in that age range, the PC remained the pla�orm where they spent more than half their online 7me.

Jumptap and comScore found that sports was one of the most common types of content accessed across pla�orms among 25-‐ to 49-‐year-‐old men. Time spent with internet sports content reached over 2 hours on average that month on each of the major devices studied—the PC, smartphone and tablet. Men also accessed online business content for equal periods of 7me on the PC and smartphone (1.2 hours each), while the tablet accounted for 17.2% of men’s 7me spent with this online category.

The study also measured the amount of 7me women spent on select content ac7vi7es, and found that the tablet was in especially heavy rota7on for lifestyles, retail and paren7ng content. Female respondents spent more than 5 hours on average accessing each of these content areas on the tablet, with the smartphone in second place for each subject ma`er, and the PC further behind.

How Digital Time Spent Breaks Down by Device, Gender, Content Area -‐ eMarketer SEPT 24, 2013





AVOIDING STEREOTYPES

In trying to create a product that will be intui7ve and helpful to women, brands need to be careful around old stereotypes, Shelley Zalis, CEO of Ipsos Open Thinking Exchange pointed to a tablet released recently called the Femme.

"When crea7ng marke7ng focused on emo7onal connec7ons, you have to get it right,” Emily Crawford, Regional Sales Manager of U.S. Enterprise Sales at Cisco said.

"It was an e-‐pad that was just pink, with apps like yoga and recipes," she said. "Stereotyping things for the sake of it doesn't work."

"There was a Motrin moms commercial last year intended to talk about women who made the courageous choice to wear their babies on their bodies, but unfortunately Motrin's messaging made it come across as a fad. Many mothers thought it was beli`ling and there was an incredible backlash. You have to be very careful, especially when targe7ng the emo7onal decisions mothers make."

Dispatch from Internet Week/ How Women Use Tech Differently -‐ Yahoo Finance By Allison Kade May 22, 2013





HOW MEN AND WOMEN CONSUMER DIGITAL

DIFFERENTLY SOCIAL MEDIA





WOMEN AND SOCIAL MEDIA

•  Women like to use social networking to make connec7ons and share items from their personal lives (Forbes).

•  When seeking advice on social sites, women get more personal. They don’t mind sharing the ups and downs of their daily lives (Forbes).

•  Even though more men than women own mobile devices, when it comes to social ac7vity, women social network 10% more than men (Neilsen).

•  Women love Facebook. Here is what they like to do. (Oxygen) •  21% of women age 18-‐34 check Facebook in the middle of the night 63% use

Facebook as a networking tool •  42% think it’s okay to post photos of themselves intoxicated •  79% are fine with kissing in photos •  58% use Facebook to keep tabs on “frenemies” •  50% are fine with being Facebook friends with complete strangers •  Women spend 30% more 7me on social networking sites than men (Comscore) •  Younger women are leery about pu�ng certain informa7on on Facebook, with 89%

of them saying “you should never put anything on Facebook that you don’t want your parents to see.” (Oxygen) Judging from a previous stat, that must mean that a lot of them don’t mind having their parents see them drunk.

Social Media Marke-ng: Men are from YouTube and Women are from Facebook





Ba`le of the Social Sexes Created by: internetserviceproviders.org





Ba`le of the Sexes: How Men and Women Use The Social Web Digital Flash





According to recent data from Pew Research Center, online women use social networking sites in greater propor7ons than men do: 75% vs. 63%.

Some 86% of North American online women have a social media account/profile, with 2.2 accounts on average each. They favor Facebook: 81% of them are on Facebook. And how much 7me are online women spending on social media? They spend an average of 12 hours per week using social media: nearly two hours a day!

The Women of Social Media: Digital Influencer Study by Verónica Maria Jarski April 20, 2013





Digital Women Influencer Study: The Women of Social Media





MEN AND SOCIAL MEDIA

•  Men use social media as an interac7ve rolodex, storing contacts and leveraging social media for broadcas7ng their ideas and skills (Forbes).

•  Men are more likely to use social networking sites for da7ng (PsyPost). •  In fact 65% of men think it’s fine to date people they’ve met on Facebook

compared to 50% women (Oxygen). •  But men can be ruthless on social media. 24% of men have broken rela7onships

via Facebook, compared to only 9% of women (Oxygen). •  Men are more forthcoming in sharing informa7on about themselves and less likely

to report se�ng their profile to private. (PsyPost) •  Men are more likely to have more than one social networking account (57% to

50%). •  With the excep7on of Facebook, men are more likely to use social media accounts

at least a few 7mes a week, •  par7cularly Twi`er (GigaOM). •  Men spend a lot more 7me watching online video than women (Comscore).

Social Media Marke-ng: Men are from YouTube and Women are from Facebook





DIFFERENCE IN SOCIAL NETWORK ENGAGEMENT

When it comes to social media, male and female behavior is very different. For instance, women do the bulk of Facebook sharing (62 percent), while more men are on LinkedIn than women (54 percent). Men also spend more 7me on YouTube each week than women, as guys clock an hour compared to 35 minutes for women. Twi`er appears to be dominated by women (62 percent) and, not surprisingly, Pinterest (70 percent). Overall, though, a higher percentage of women (71 percent) use social media than men (62 percent).

How Men and Women Use Social Media Differently BY KEVIN ALLEN May 13, 2013





The Great Tech Divide www.pc-‐site.co.uk





HOW MEN AND WOMEN CONSUME DIGITAL

DIFFERENTLY MARKETING





MARKETING IN THE DIGITAL AGE

While women are more a`uned to discount and promo7onal news than men (men 57% vs. women 62%), men are more apt to compare prices using their mobile phone (men 37% vs. 30% women), Nielsen's research also reveals: "In fact, men are more likely than women to use their mobile phone rather than their PC, laptop or tablet to get informa7on about products across many product categories. Men also trust mobile ads more than women (31% men vs. 26% women)."

According to the Nielsen NeuroFocus data, women’s brains are hardwired for big-‐picture thinking, mul7tasking, "gut" reasoning, social and verbal skills, and worry/empathy. Conversely, men’s brains are precondi7oned for concrete thinking, goal-‐oriented tasks, logical solu7ons, and compe77on/defense.

Gender Ma`ers: Why Marketers Must Use Different Approaches When Adver7sing to Women vs. Men Posted by Techvibes Newsdesk on Mar 13, 2013





DIFFERENCES FOR BRANDS

“Males and females interact with media and brands in different ways,” said Rachel Resnick, manager of client and media strategy at Morpheus Media, New York. “Women are more likely to share, interact and recommend a brand, evidenced by the female-‐dominated Pinterest, while men use marke7ng more func7onally for research.

How to target digital campaigns to affluent males versus females By Tricia Carr June 25, 2012





DIGITAL MARKETING BASED ON GENDER

1. Women are more present on social media Women are more engaged on social networks than men and they use these pla�orms to connect not only with family and friends but also brands. They use this to gain more informa7on from the brand as well as being alerted to coupons, promo7ons, compe77ons and deals. This gives the brand beèr access, allowing them to more effec7vely target women and gain beèr responses. 2. Women talk We have all heard the phrase, women talk, and in the sense of digital marke7ng and brand awareness it is essen7al to be aware of this. Building up a good rela7onship with female clientele ensures that your brands reputa7on and image is heard but the most important part is to respect this clientele as they have the ability to make or break you, women will talk, good or bad, offline and online. 3. Men buy, women shop Women are happy to wonder through the store selec7ng various items, considering which product is beèr or deciding what to buy for dinner that evening. Men on the other hand shop like it is a mission and oJen do not consider their op7ons, “the first one I see” is oJen a perfectly acceptable choice. They want to get out as soon as they have set foot inside.

Here are a few reasons as to why women are taking the spotlight when it comes to digital marke7ng:

Male vs. Female Digital MarkeLng Jen Southern June 18, 2013





DIGITAL MARKETING FOR WOMEN ON THE RISE

For companies promo7ng products aimed at female audiences, video proves an effec7ve channel, and demand for visual media con7nues to soar year-‐over-‐ year. Online video content consump7on among females 18 and older increased 45 percent last year to reach an average of 7 hours and 12 minutes. Mobile video engagement rose by 7 percent to total 5 hours and 2 minutes. These numbers come from a recent Nielsen report. Interes7ngly, females aged 18 to 34 watched approximately three less hours of television last year, while internet video content consump7on jumped 4 hours. Brands that have tradi7onally allocated resources toward major broadcast networks should evaluate their marke7ng spend and invest more in digital outlets.

Video consump7on increases year-‐over-‐year among female audiences, study says by BraJon Editorial Published on April 15, 2013





GENDER DIGITAL FACE RECOGNITION

Macmillan Cancer Support’s outdoor fundraising campaign is serving different adverts to men and women, using digital face recogni7on technology.

The campaign is running on Ocean Outdoor’s digital screen at Wes�ield London using its “Look Out” camera technology. Women looking at the advert see the message “No Mum should face Cancer alone“, and men see “No Dad should face Cancer alone“. Both include the same request for a £5 text donaLon.

Macmillan uses digital face recogniLon to serve different advert messages to men and women





THE DIGITAL CONSUMER COLLABORATIVE

Primary research and co-‐crea7on for forward-‐thinking customer experience strategists, done collabora7vely.





Stone Mantel is the very best at producing value from experiences





THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE

1

New approaches

New opportunities

2

3

Strategies and tactics

Experience requirements

Prepare to launch

Finalize design

Digital Ethnography

Co-Creative Design

Design the experience Test for time well spent Find experiences that matter

Discover Define Demonstrate

4 Drive organizational change

Create cultural capital

Act

Performance Validation

Take Action

Implement



Up to 15 professionals join Stone Mantel to ac7vely par7cipate in a progressive insights process on a forward-‐looking topic of interest to all par7es. Over the study, we will look for answers to our research ques7ons, will develop a customer behavior model that fits, and will generate and test solu7ons with the target audience. Together we learn more, help our companies accomplish more, and become be`er customer experience strategists.

Custom methodologies used: ethnographic, qualita7ve and quan7ta7ve research

Each par7cipant helps conduct parts of research and co-‐crea7on

Learn from Stone Mantel’s deep experience running Collabora7ve studies

Push your understanding of consumer behavior, innova7on, and customer experience.

Strategic and tac7cal results come from synergy of working together to solve big challenges.

THE DIGITAL CONSUMER COLLABORATIVE





A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE

WHAT IS REQUIRED? WHAT ARE THE OUTCOMES?

WHO SHOULD BE INVOLVED?

4 Face-‐to-‐face mee7ngs

5-‐7 Virtual mee7ngs

3 Homework assignments

•  A comprehensive series of strategic and tac7cal principles

•  Access to all insights gathered throughout the process

•  Findings from two ethnographic studies •  Results of the two quan7ta7ve studies •  Specific insights applied to par7cipa7ng

companies

People who work well in teams, can handle exploratory processes, and understand innova7on.





OUR 2013/2014 RESEARCH QUESTIONS

1. Push our understanding of what the digital consumer will want from mobile experiences in the next three years. 2. Find new ‘jobs-‐to-‐get-‐done’ in the digital environment that increase customers’ likelihood to spend more 7me with a business or brand. 3. Iden7fy strategies and tacLcs to make businesses more effec7ve in crea7ng value from the delivery of their experience to customers through digital technologies. 4. Discover new ways of profiling target audiences based on digital usage. 5. Develop techniques that aid in helping customers feel more comfortable in sharing data with companies in the right way and at the right 7me. 6. Develop language, tools, and principles for understanding how consumers behave in an increasingly mobile environment.





WHY THE NEXT THREE YEARS?

1. Push our understanding of what the digital consumer will want from mobile experiences in the next three years.

Consumers are moving from seeing digital consump7on as a novelty and innova7on to an a�tude of expecta7on. Over the next three years, you will see a shiJ in consumer mindset from a focus on what ‘could be done’ to what ‘should be done.’ Our focus on understanding what the digital consumer will want from mobile experience will address immediacy, constancy, in-‐the-‐moment, and augmented reality. These and other drivers will fundamentally change what consumers expect a product to do and an experience to be about.





WHY ‘JOBS-TO-GET DONE’?

2. Find new ‘jobs-‐to-‐get-‐done’ in the digital environment that increase customers’ likelihood to spend more 7me with a business or brand.

The most important theory for innova7on today is Clayton Christensen’s work on disrup7ve innova7on. The most important principle of that theory is focusing on ‘jobs’ that customers want to get done. Because of the speed of change in the digital environment, businesses need to be constantly finding new, powerful unmet needs that consumers have and deliver on those needs. This Collabora7ve will iden7fy eight powerful jobs to get done in the digital space that can help you disrupt or avoid disrup7on.

SLOWLY DISRUPTED INDUSTRIES

QUICKLY DISRUPTED INDUSTRIES

MAXWELL WESSEL, CLAYTON M. CHRISTENSEN, DEC 2012, HARVARD BUSINESS REVIEW, SURVIVING DISRUPTION





WHY ‘STRATEGIES AND TACTICS’?

3. Iden7fy strategies and tac7cs to make businesses more effec7ve in crea7ng value from the delivery of their experience to customers through digital technologies. A key tenet of Joe Pine’s work on experiences is that the delivery of an experience produces value. Since the advent of The Experience Economy, we have been observing for and cataloguing strategies and tac7cs that create value. This study will build on years of experience—and break new ground. Your company will come away with new-‐to-‐the-‐world strategic frameworks and proven tac7cs to deliver experiences through digital technologies. This has been a key requirement of all Collabora7ves we’ve produced.





WHY ‘PROFILING’?

4. Discover new ways of profiling target audiences based on digital usage.

As “in-‐the-‐moment” profiling becomes more and more the norm for marke7ng, basic assump7ons about what it means to target a market and to segment a consumer set need to be rethought. A star7ng point for our research will be the difference between “who” profiling and “what” profiling. And when to use them.

Focus Turns Data into Predic7ve Line of Ques7oning What Ac7vi7es How can previous events help us understand

what this event is likely to require Who Profile What addi7onal predic7ve a`ributes can we

assign to this user or group of users

TARGET "WHAT" ACTIVITIES





WHY ‘SHARING DATA’?

5. Develop techniques that aid in helping customers feel more comfortable in sharing data with companies in the right way and at the right 7me.

Big Data analy7cs and product performance in the digital age depends upon customers’ willingness to share data about themselves. New tools and technologies depend upon the willingness of customers to provide a data trail. Our focus will be on enhancing techniques for deepening the rela7onship between companies and customers.





WHY ‘HOW CONSUMERS BEHAVE’?

6. Develop language, tools, and principles for understanding how consumers behave in an increasingly mobile environment.

Because if you can’t describe their behavior, you can’t design for it.





gostonemantel.com

THANK YOU Dave Norton, PhD Principal Stone Mantel LinkedIn: davenortonphd

how men & women consume digital differently

Marketing

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