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Women continue to drive mobile usage (Graham Brown mobileYouth) DOWNLOAD

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Smartphone users spent 89% of the time spend on media through a mobile app in Q4 2013, but women spent nearly an hour-and-a-half more — 30 hours and 58 minutes — compared with men at 29 hours and ...

Smartphone users spent 89% of the time spend on media through a mobile app in Q4 2013, but women spent nearly an hour-and-a-half more — 30 hours and 58 minutes — compared with men at 29 hours and 32 minutes, per Nielsen research.

The divide between mobile app and Web site use for men and women continues to widen among tablet users. Women spent more than five additional hours using mobile apps on their tablets, compared with men in Q4 2013, and more than two hours more on the mobile Web.

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Women continue to drive mobile usage (Graham Brown mobileYouth) DOWNLOAD Women continue to drive mobile usage (Graham Brown mobileYouth) DOWNLOAD Document Transcript

  • mobileyouth.org http://www.mobileyouth.org/post/women-continue-to-drive-mobile-usage/ Graham Brown Mobile Youth Women continue to drive mobile usage HEAVIER USERS, ESPECIALLY ON TABLETS Smartphone users spent 89% of the time spend on media through a mobile app in Q4 2013, but women spent nearly an hour-and-a-half more — 30 hours and 58 minutes — compared with men at 29 hours and 32 minutes, per Nielsen research. The divide between mobile app and Web site use for men and women continues to widen among tablet users. Women spent more than five additional hours using mobile apps on their tablets, compared with men in Q4 2013, and more than two hours more on the mobile Web. THE CHANGE AGENTS In my blog series “How to sell technology” I encourage marketers to focus on their Fans – the Change Agents and Influencers of technology. Increasingly, women are a core Beachhead for technology marketers to leverage. Female teens, for example, are often the 10% that influences the 90% in many markets.
  • FROM CUSTOMERS TO FANS: BREAKDOWN OF THE MARKET Size Who are they? Role Fans 10% of the market Employees, co- workers, vocal customers who “get it” and love the product Key influencers, advocates and educators. Focus on breaking down the walls to help Fans tell their story and broadcast to the customer base. Commit all your energy to the Fans and leverage their lines of influence to shape the market. Observers 20% Silent Fans who are to be convinced that going public with their affections or ideas is a good idea The bridge between Fans and the mass market. 2nd wave of adopters Skeptics 50% The silent majority who are easily swayed one way or the other Skeptics only come on board when the Social Proof from Fans and Observers is strong enough to de-risk any change in behavior. Critics 20% The vocal opposition. The “Yes, buts”. The naysayers Critics will continue to fiercely oppose any change, product or technology simply because their position of opposition gives them significance. Do not waste energy to convert the Critic. Focus energies on those that matter and use the mass market to silence the critic. More From Graham Brown’s Series on How to Sell Technology Privacy drives the next wave of Social Media Apps The 90-10 Rule: Focus on the 10% that influences the 90% The Paradox of Quality: Why Better Technology Fails Change Your Metaphors: How great leaders sell technology These 2 Social Experiments Show How Stories Sell Technology