Gender Agenda

THE GENDER AGENDA:

ONLINE POPULATION GROWTH: Pew Internet American Life Project, 2004 WOMEN MEN 1997 2000 2004 35% 49% 52% 65% 51% 48%

IN 2000: Men and women switch sides when shopping on the web. Men spend lots of time surfing from site to site, while women go directly to their destination , click only enough to buy what they want, then log off. It’s pretty much the same act as the remote control. He flips. She sticks.” “ Paco Underhill, Author and Retail Consultant

THE GENDER AGENDA: have times changed?

OUR INVESTIGATION 3 qualitative methodologies : 4 months : 2 markets : 50 men and women : 250 hours of engagement Secondary research comScore survey : 1,000+ respondents comScore behavioral panel : 150,000+ consumers

OUR INVESTIGATION 3 qualitative methodologies : 4 months : 2 markets : 50 men and women : 250 hours of engagement Secondary research comScore survey : 1, 000+ respondents comScore behavioral panel : 150,000+ consumers

OUR INVESTIGATION 3 qualitative methodologies : 4 months : 2 markets : 50 men and women : 250 hours of engagement Secondary research comScore survey : 1,000+ respondents comScore behavioral panel : 150,000+ consumers

OUR INVESTIGATION 3 qualitative methodologies : 4 months : 2 markets : 50 men and women : 250 hours of engagement Secondary research comScore survey : 1,000+ respondents comScore behavioral panel : 326,000 consumer purchases

THE GENDER AGENDA: behavior

comScore RESEARCH METHODOLOGY: The comScore Global Consumer Panel: A Cross-Section of Millions of Consumers Combining Passively Observed and Self-reported Behavior and Attitudes : Shopping & Visiting Behavior : Multi-channel Purchase Transactions : Demographic Characteristics : Attitudes & Lifestyles : Ownership & Intent : Customer File Data : Marketing Stimuli April 2004 - March 2005 quarterly time periods 326,000 total purchases 34,000 avg buyers per quarter 2,000 to 20,000 avg transactions within each of four focus categories 1,000+ survey respondents

THE BIG PICTURE: More women buy online, more often than men Average Quarterly Metrics Four Quarters Ending March 2005 Source: comScore Networks TOTAL - ALL RETAIL CATEGORIES $215 MEN WOMEN DOLLARS PER BUYER $176 MEN WOMEN 47% 53% MEN WOMEN MEN WOMEN $75 $78 2.9 2.3 TOTAL BUYERS AVERAGE ORDER VALUE TRANSACTIONS PER BUYER

FOCUS CATEGORIES: Apparel : Apparel : Shoes : Accessories (Handbags, Hats, Gloves, Belts) Flowers/Gifts : Flowers : Gift Certificates : Food & Beverage : Other Flower & Gift Items Home Improvement : Home Appliances : Tools & Equipment : Garden & Patio : Other Home & Living
Consumer Electronics
: Desktop Computers
: Laptop Computers
: Handhelds
: PDAs
: Portable Devices
: Printers/Monitors
: Audio & Video Equipment
: Cameras & Equipment
: Other Electronics & Supplies
Product Types included in Category Definitions:

“ WEARING THE PANTS” IN MORE WAYS THAN ONE: Average Quarterly Metrics Four Quarters Ending March 2005 Source: comScore Networks APPAREL & ACCESSORIES DOLLARS PER BUYER MEN WOMEN 67% TOTAL BUYERS HOME IMPROVEMENT 33% WOMEN MEN $128 $117 MEN WOMEN 54% 46% WOMEN MEN $177 $165
82% of women are highly satisfied with where they shop most for clothes, vs. 68% of men
Women have stronger analogies to offline shopping:
: “window shopping” 69% vs. 41%
: “going on an adventure” 28% vs. 15%
: “a playground” 25% vs. 13%
Male HI shoppers feel more strongly about ability to pick up locally (63% vs. 57%) Men are more likely (39% vs 31%) to have researched online DOLLARS PER BUYER TOTAL BUYERS

“ GETTING PRIORITIES STRAIGHT”: Average Quarterly Metrics Four Quarters Ending March 2005 Source: comScore Networks CONSUMER ELECTRONICS DOLLARS PER BUYER MEN WOMEN 54% TOTAL BUYERS FLOWERS & GIFTS 46% WOMEN MEN $186 $257 MEN WOMEN 58% 42% WOMEN MEN $70 $69 Men are more likely (64% vs 45%) to research online and browse to see what’s new (50% vs. 31%) Women are far more satisfied with sites at which they shop for Gifts (84%) than for HI (62%) and CE (72%) DOLLARS PER BUYER TOTAL BUYERS

THE GENDER AGENDA:

THE GENDER AGENDA: “… approximately 95% of decision making occurs in the unconscious.” - Jerry Zaltman, Author

Meta4sight : probing unconscious feelings : 3 journals, 3 weeks : in-person interview : 100+ hours of videotape @aGlance : design appeal exercise : memory recall : 18 diverse sites REPLAYusability : uninterrupted shopping session : user-driven : video self-critique, co-analysis sm sm sm

THE GENDER AGENDA: feelings & attitudes

THE GENDER AGENDA: feelings & attitudes offline

THE GENDER AGENDA: women offline

WOMEN OFFLINE:

WOMEN OFFLINE: - Accommodated

THE GENDER AGENDA: men offline

MEN OFFLINE:

WOMEN… MEN… COMPARING GENDERS OFFLINE women find enjoyment, despite the hassles men would rather have a root canal

THE GENDER AGENDA: online? it’s a different story

SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : Both genders are highly satisfied

ON AVERAGE, WOMEN ARE 4% MORE SATISFIED THAN MEN Foresee Results’ Top 40 Online Retail Satisfaction Index, June 2005

THE GENDER AGENDA: feelings & attitudes online

THE GENDER AGENDA: women online

WOMEN ONLINE:

THE GENDER AGENDA: men online

MEN ONLINE:

WOMEN… MEN… COMPARING GENDERS ONLINE shift from entertainment to empowerment shift from angst-ridden to powerful

“ I can do it” WOMEN FEEL EMPOWERED MEN FEEL POWERFUL “ I can win”

WOMEN FEEL ENRICHED “ I can be more” “ I actually enjoy this” MEN FEEL AWAKENED

WOMEN ARE ENRICHED: E-MAIL SHOPPING GAMES NEWS TRAVEL HOME IMRPOVEMENT INSTANT MESSAGING RECIPES CELEBRITIES HEALTH/BEAUTY FINANCES CHAT ROOMS 83% 56% 53% 49% 45% 42% 40% 39% 39% 33% 22% 10% Online Activities Most Enjoyed By Women 18-49 Source: TNS NFO for Yahoo! and Starcom MediaVest Group, April 2004

COMPARING GENDERS OFFLINE ONLINE: OFFLINE: Total Offline Spend Total Online Spend Marketing to Women, M. Barletta, 2003 comScore Networks for The Gender Agenda, 2005 83% women 17% men 42% men 58% women

“ I need all the facts” MEN DIG “ I like to explore my options” WOMEN SCAN

WOMEN SCAN : MEN DIG 65% 46% WOMEN MEN 65% of women consider online shopping to be like window shopping vs. 46% of men. comScore 2005 Survey of Apparel, CE, Gift, and HI online shoppers

MEN DIG WOMEN SCAN COMPARING GENDERS OFFLINE : 1.5 times likelier to add items to a cart to save for later : 2 times likelier to use visualization tools Jupiter Research 2005 Consumer Survey Men are more likely to: : Compare multiple products : Learn more about product specifications : Read product reviews : Check product ratings : Select a manufacturer or brand comScore 2005 Survey of Home Improvement online shoppers

THE GENDER AGENDA: the ebay factor

“ I can do more at once” WOMEN EXPAND THE MISSION “ I get it done” MEN STICK TO THE MISSION

Women take 3 times the number of tangents that men do when shopping online Resource Interactive REPLAYusability, 2005 WOMEN EXPAND THE MISSION: SITES TRIGGER GET INFO SHORT LIST SELECT PURCHASE 1 2 3 4 5 :05 :05 :29 :38 :24 :29 :48 1:12 :08 :39 0:27 :43 1:02 0:18 :18

Men are twice as likely to buy online and pick-up in a store. Men rank broad selection and availability to ship immediately higher in top 5 relevant features and benefits. comScore, 2005 Survey of Apparel, CE, Gift and Home Improvement online shoppers MEN STICK TO THE MISSION: SITES TRIGGER GET INFO SHORT LIST SELECT PURCHASE 1 2 3 :20 2:02 1:39 2:56 0:32 0:47

“ How does it fit my need?” MEN ARE ENTICED BY PRODUCT, THEN LIFESTYLE “ How does it fit my life?” WOMEN ARE ENTICED BY LIFESTYLE, THEN PRODUCT

@aGlance: LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE

18 SITES EVALUATED: G4 Disney Bluefly JCrew Nokia Gap Williams-Sonoma CB2 Old Navy Sears B&N Crutchfield OfficeMax Dell REI Home Depot LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE GE Google

HYPOTHESIS: WOMEN MEN LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE

WOMEN… MEN… RECALL DIFFERENCES : Made 44% more “ wide view” mentions : Made 75% more color-related mentions : Mentioned their feelings 31% more often : Made 20% more “ narrow view” mentions : Made 15% more mentions of exact wording : 57% recalled brand without logo cues

WOMEN AND MEN HAVE OVERLAPPING APPEALS WOMEN MEN LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE Williams-Sonoma CB2

WS AND CB2 TOP APPEAL FOR MEN AND WOMEN : WS ranked most appealing site by both : lifestyle balanced by product : strong visual merchandising :CB2 ranked 2nd most appealing by both : product supported by lifestyle : balance of low and high density

THE GENDER AGENDA: what you can do

SUMMARY 1 it’s about men AND women 2 gendered marketing is the most overlooked segmentation 3 “ men are surfers; women are seekers” no longer holds true

WHAT YOU CAN DO TO WIN WOMEN ONLINE: : Speak in a personal voice 1. Women Feel Empowered 2. Women Are Enriched 3. Women Scan 4. Women Expand the Mission 5. Women are Enticed by Lifestyle, then Product : Create context : Track recently viewed items : Let her see more…and narrow : Customize it “for her”

WHAT YOU CAN DO TO WIN MEN ONLINE: : Enable easier comparisons 1. Men Feel Powerful 2. Men Are Awakened 3. Men Dig 4. Men Stick to the Mission 5. Men are Enticed by Product, then Lifestyle : Objectify the product : Create faster paths : Give complete info : Amplify novelty

GENDERED MARKETING TO DO’S WIN WOMEN AND MEN : Create bi-gendered scenarios : Look to non-competitive categories for inspiration : Develop a broad and cohesive merchandising stories : Balance lifestyle and product content : Amp-up emotional photography : Innovate the cart…. “Shopping Hub” : Drag and drop : Visual and persistent : Rank order : Annotate : Save, expand, contract : Send recommendations to friends

THE GENDER AGENDA: gender does matter online

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Gender Agenda

by Resource on Nov 05, 2009

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