Male and female decision-making is very different. When it comes to shopping, men have very technical needs and want instant fulfillment. Need a pair of jeans? I’m off to Gap. Women want endorsement and confidence through conversation. They look at practical, aesthetic considerations and make lifestyle choices. Buying a sofa? Men shoppers look at functionality.
A poll released today by the Huffington Post and Real Simple finds that technology plays an essential — though complicated — role in women’s lives. Women are so reliant on their devices that 69 percent of those polled sleep with their smartphones in their bedrooms, 68 percent keep them close by during dinner, 76 percent look at them at least once an hour, and of those women, almost half peek every 15 minutes or more. (Given those numbers, perhaps it’s not surprising that almost half say they would rather go a month without sex than a month without their phones.) And yet 80 percent of respondents are conflicted enough about social media that they have considered leaving Facebook, Twitter, or another platform at some point. Alarmingly, the poll found that women are so tied to their phones that three out of four admit they have texted while driving. Despite all of the evidence to the contrary, only 27 percent of respondents say they are addicted to smartphones and social media.
Based on a study done by Insights In Marketing, LLC’s i-on-Women team, “Only 9 percent of women feel as though marketers are effectively marketing to them.” With women having tremendous personal purchasing power and being highly influential over the purchases made by the men and children around them, this shows that there is a big opportunity for marketers to adjust their game and do a better job in selling to females. At stake is billions in future revenue. With that in mind, here are a few tips to consider when marketing to women today.
In March 2013, Mom Central Consulting surveyed over 900 Moms to understand the power of peer influence. From searching for reviews online to asking friends for personal feedback, consumers look to peers for advice before making everyday purchases. In a culture where recommendations are shared through more and more channels everyday, we wanted to understand which ones mattered most, especially to Mom !
The “SheSpeaks/Lippe Taylor Women’s Buying Behavior Index” provides context and insight into the key drivers of shopping and purchasing from a woman’s perspective. Taken from a survey of over 2,000 women nationwide, this report uncovers how women are feeling about everything from family finances and disposable income to how they are using digital and social media to browse and “window shop.” This is the second quarterly release of data designed to help marketers better understand buying habits and forecast trends of American women.