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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 wo...
THE GENDER AGENDA: have times changed?
OUR INVESTIGATION 3 qualitative methodologies :  4  months :  2  markets :  50  men and women :  250  hours of engagement ...
OUR INVESTIGATION 3 qualitative methodologies :  4  months :  2  markets :  50  men and women :  250  hours of engagement ...
OUR INVESTIGATION 3 qualitative methodologies :  4  months :  2  markets :  50  men and women :  250  hours of engagement ...
OUR INVESTIGATION 3 qualitative methodologies :  4  months :  2  markets :  50  men and women :  250  hours of engagement ...
THE GENDER AGENDA: behavior
comScore RESEARCH METHODOLOGY: The comScore Global Consumer Panel: A Cross-Section of Millions of Consumers Combining Pass...
THE BIG PICTURE: More women buy online, more often than men Average Quarterly Metrics Four Quarters Ending March 2005 Sour...
FOCUS CATEGORIES: Apparel : Apparel : Shoes : Accessories (Handbags, Hats, Gloves, Belts) Flowers/Gifts : Flowers : Gift C...
“ WEARING THE PANTS” IN MORE WAYS THAN ONE: Average Quarterly Metrics Four Quarters Ending March 2005 Source: comScore Net...
“ GETTING PRIORITIES STRAIGHT”: Average Quarterly Metrics Four Quarters Ending March 2005 Source: comScore Networks CONSUM...
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 ...
 
THE GENDER AGENDA: feelings & attitudes
THE GENDER AGENDA: feelings & attitudes offline
THE GENDER AGENDA: women  offline
 
WOMEN OFFLINE:
WOMEN OFFLINE: - Accommodated
WOMEN OFFLINE: - Accommodated
THE GENDER AGENDA: men  offline
 
MEN OFFLINE:
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 : ...
SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : ...
SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : ...
SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : ...
SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : ...
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:
WOMEN ONLINE:
WOMEN ONLINE:
THE GENDER AGENDA: men  online
 
MEN ONLINE:
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...
 
 
COMPARING GENDERS OFFLINE ONLINE: OFFLINE: Total Offline Spend Total Online Spend Marketing to Women, M. Barletta, 2003 co...
 
“ 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. co...
 
MEN DIG WOMEN SCAN COMPARING GENDERS OFFLINE : 1.5 times likelier  to add items to a  cart to save for  later : 2 times li...
 
 
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 WOM...
 
Men are twice as likely to buy online and pick-up in a store.  Men rank broad selection and availability to ship immediate...
“ How does it  fit my need?” MEN ARE ENTICED BY PRODUCT,  THEN LIFESTYLE “ How does it  fit my life?” WOMEN ARE ENTICED BY...
@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 RE...
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 : Mentione...
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 : stron...
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; wome...
SUMMARY 1   it’s about men AND women 2   gendered marketing is the most overlooked segmentation 3  “ men are surfers; wome...
SUMMARY 1   it’s about men AND women 2   gendered marketing is the most overlooked segmentation 3  “ men are surfers; wome...
WHAT YOU CAN DO TO WIN WOMEN ONLINE: : Speak in a personal voice 1. Women Feel Empowered 2. Women Are Enriched 3. Women Sc...
WHAT YOU CAN DO TO WIN MEN ONLINE: : Enable easier comparisons 1. Men Feel Powerful 2. Men Are Awakened 3. Men Dig 4. Men ...
GENDERED MARKETING TO DO’S WIN WOMEN   AND   MEN : Create bi-gendered scenarios  : Look to non-competitive categories for ...
THE GENDER AGENDA: gender  does  matter  online
More at www.MooneyThinks.com
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Gender Agenda

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  • Why women matter? Women are pivotal to the economics of nearly every type of retailer today. It hasn’t always been that way. Matter of fact, in the last 3 decades alone, women’s income has increased by 63% (when adjusted for inflation) and men’s has grown just 0.6%! It’s important to understand that and to understand their spending power. I realize that many of you are already targeting women and segments of women and I commend you for that, especially when you consider how much they influence consumption in the world.
  • Note: women revel in a private universe while men revel in anonymity.
  • Transcript of "Gender Agenda "

    1. 5. THE GENDER AGENDA:
    2. 6. ONLINE POPULATION GROWTH: Pew Internet American Life Project, 2004 WOMEN MEN 1997 2000 2004 35% 49% 52% 65% 51% 48%
    3. 7. 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
    4. 8. THE GENDER AGENDA: have times changed?
    5. 9. 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
    6. 10. 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
    7. 11. 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
    8. 12. 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
    9. 13. THE GENDER AGENDA: behavior
    10. 14. 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
    11. 15. 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
    12. 16. 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 <ul><li>Consumer Electronics </li></ul><ul><li>: Desktop Computers </li></ul><ul><li>: Laptop Computers </li></ul><ul><li>: Handhelds </li></ul><ul><li>: PDAs </li></ul><ul><li>: Portable Devices </li></ul><ul><li>: Printers/Monitors </li></ul><ul><li>: Audio & Video Equipment </li></ul><ul><li>: Cameras & Equipment </li></ul><ul><li>: Other Electronics & Supplies </li></ul>Product Types included in Category Definitions:
    13. 17. “ 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 <ul><li>82% of women are highly satisfied with where they shop most for clothes, vs. 68% of men </li></ul><ul><li>Women have stronger analogies to offline shopping: </li></ul><ul><ul><li>: “window shopping” 69% vs. 41% </li></ul></ul><ul><ul><li>: “going on an adventure” 28% vs. 15% </li></ul></ul><ul><ul><li>: “a playground” 25% vs. 13% </li></ul></ul>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
    14. 18. “ 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
    15. 19. THE GENDER AGENDA:
    16. 20. THE GENDER AGENDA: “… approximately 95% of decision making occurs in the unconscious.” - Jerry Zaltman, Author
    17. 22. 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
    18. 24. THE GENDER AGENDA: feelings & attitudes
    19. 25. THE GENDER AGENDA: feelings & attitudes offline
    20. 26. THE GENDER AGENDA: women offline
    21. 28. WOMEN OFFLINE:
    22. 29. WOMEN OFFLINE: - Accommodated
    23. 30. WOMEN OFFLINE: - Accommodated
    24. 31. THE GENDER AGENDA: men offline
    25. 33. MEN OFFLINE:
    26. 34. MEN OFFLINE:
    27. 35. MEN OFFLINE:
    28. 36. WOMEN… MEN… COMPARING GENDERS OFFLINE women find enjoyment, despite the hassles men would rather have a root canal
    29. 37. THE GENDER AGENDA: online? it’s a different story
    30. 38. SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : Both genders are highly satisfied
    31. 39. SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : Both genders are highly satisfied
    32. 40. SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : Both genders are highly satisfied
    33. 41. SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : Both genders are highly satisfied
    34. 42. SOME THINGS ARE SIMILAR : “It’s cheaper online.” : “Saves me time.” : “It’s easy.” : Both genders are search- dependent : Both genders are highly satisfied
    35. 43. ON AVERAGE, WOMEN ARE 4% MORE SATISFIED THAN MEN Foresee Results’ Top 40 Online Retail Satisfaction Index, June 2005
    36. 44. THE GENDER AGENDA: feelings & attitudes online
    37. 45. THE GENDER AGENDA: women online
    38. 47. WOMEN ONLINE:
    39. 48. WOMEN ONLINE:
    40. 49. WOMEN ONLINE:
    41. 50. THE GENDER AGENDA: men online
    42. 52. MEN ONLINE:
    43. 53. MEN ONLINE:
    44. 54. MEN ONLINE:
    45. 55. WOMEN… MEN… COMPARING GENDERS ONLINE shift from entertainment to empowerment shift from angst-ridden to powerful
    46. 56. “ I can do it” WOMEN FEEL EMPOWERED MEN FEEL POWERFUL “ I can win”
    47. 57. WOMEN FEEL ENRICHED “ I can be more” “ I actually enjoy this” MEN FEEL AWAKENED
    48. 58. 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
    49. 61. 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
    50. 63. “ I need all the facts” MEN DIG “ I like to explore my options” WOMEN SCAN
    51. 64. 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
    52. 66. 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
    53. 69. THE GENDER AGENDA: the ebay factor
    54. 70. “ I can do more at once” WOMEN EXPAND THE MISSION “ I get it done” MEN STICK TO THE MISSION
    55. 73. 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
    56. 75. 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
    57. 76. “ 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
    58. 77. @aGlance: LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE
    59. 78. 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
    60. 79. HYPOTHESIS: WOMEN MEN LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE
    61. 80. 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
    62. 81. WOMEN AND MEN HAVE OVERLAPPING APPEALS WOMEN MEN LOW DENSITY HIGH DENSITY PRODUCT LIFESTYLE Williams-Sonoma CB2
    63. 82. 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
    64. 83. THE GENDER AGENDA: what you can do
    65. 84. 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
    66. 85. 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
    67. 86. 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
    68. 87. 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”
    69. 88. 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
    70. 89. 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
    71. 90. THE GENDER AGENDA: gender does matter online
    72. 91. More at www.MooneyThinks.com
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