How men & women consume digital differently


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A review of secondary research on the digital consumer and a description of the Digital Consumer Collaborative. Includes a top line report on how men and women consume digital differently. Provided for market research and strategy leaders focused on digital consumption.

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How men & women consume digital differently

  1. 1. 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.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   1
  2. 2. 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   •  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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   2
  3. 3. 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.     Men  use  naviga7on  apps  a  full  40   percent  more  than  women   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.   Ba`le  of  the  mobile  sexes/  Women  install  40%  more  apps,  spend  87%   more  than  men  |  VentureBeat   John  Koetsier     April  26,  2013     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   3
  4. 4. 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,     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   4
  5. 5. DIFFERENCES IN MOBILE SHOPPING ACTIVITIES Shopping  via  Mobile:  Spending  Pa`erns,  Demographic  Profiles,  and  More     October  1,  2012       Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   5
  6. 6. DIFFERENCES IN MOBILE SHOPPING PATTERNS Shopping  via  Mobile:  Spending  Pa`erns,  Demographic  Profiles,  and  More     October  1,  2012       Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   6
  7. 7. DIFFERENCES IN STREAMING According  to  a  recent  na7onal  survey  of  1,000  streaming  media  consumers   commissioned  by  M-­‐GO  and  market  research  company  Lab42.   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.     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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   May  23,  2013   7
  8. 8. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   8
  9. 9. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   9
  10. 10. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   10  
  11. 11. 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   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   11
  12. 12. DIFFERENCES IN THE ROLE OF TECHNOLOGY The  body  of  evidence  amassed  by  Intel  researcher  Genevieve  Bell  indisputably   shows  that  men's  role  in  technology  adop7on  con7nues  to  be  overstated.     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.   h`p://   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   12  
  13. 13. DIFFERENCES BY DEVICE AND CONTENT 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.   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.   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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   13  
  14. 14. 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.     "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."   "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.     "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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   14  
  15. 15. HOW MEN AND WOMEN CONSUMER DIGITAL DIFFERENTLY SOCIAL MEDIA Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   15  
  16. 16. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   16  
  17. 17. Ba`le  of  the  Social  Sexes   Created  by:   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   17  
  18. 18. Ba`le  of  the  Social  Sexes   Created  by:   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   18  
  19. 19. Ba`le  of  the  Social  Sexes   Created  by:   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   19  
  20. 20. Ba`le  of  the  Sexes:  How  Men  and  Women  Use  The  Social  Web     Digital  Flash   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   20  
  21. 21. Ba`le  of  the  Sexes:  How  Men  and  Women  Use  The  Social  Web     Digital  Flash   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   21  
  22. 22. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   22  
  23. 23. Digital  Women  Influencer  Study:  The  Women  of  Social  Media   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   23  
  24. 24. Digital  Women  Influencer  Study:  The  Women  of  Social  Media   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   24  
  25. 25. Digital  Women  Influencer  Study:  The  Women  of  Social  Media   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   25  
  26. 26. Digital  Women  Influencer  Study:  The  Women  of  Social  Media   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   26  
  27. 27. Digital  Women  Influencer  Study:  The  Women  of  Social  Media   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   27  
  28. 28. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   28  
  29. 29. Ba`le  of  the  Social  Sexes   Created  by:   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   29  
  30. 30. Ba`le  of  the  Social  Sexes   Created  by:   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   30  
  31. 31. Ba`le  of  the  Social  Sexes   Created  by:   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   31  
  32. 32. Ba`le  of  the  Sexes:  How  Men  and  Women  Use  The  Social  Web     Digital  Flash   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   32  
  33. 33. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   33  
  34. 34. Ba`le  of  the  Sexes:  How  Men  and  Women  Use  The  Social  Web     Digital  Flash   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   34  
  35. 35. The  Great  Tech  Divide   www.pc-­‐   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   35  
  36. 36. Ba`le  of  the  Sexes:  How  Men  and  Women  Use  The  Social  Web     Digital  Flash   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   36  
  37. 37. Ba`le  of  the  Sexes:  How  Men  and  Women  Use  The  Social  Web     Digital  Flash   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   37  
  38. 38. HOW MEN AND WOMEN CONSUME DIGITAL DIFFERENTLY MARKETING Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   38  
  39. 39. MARKETING IN THE DIGITAL AGE 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.   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)."   Gender  Ma`ers:  Why  Marketers  Must  Use  Different  Approaches   When  Adver7sing  to  Women  vs.  Men     Posted  by  Techvibes  Newsdesk  on  Mar  13,  2013     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   39  
  40. 40. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   40  
  41. 41. DIGITAL MARKETING BASED ON GENDER Here  are  a  few  reasons  as  to  why  women  are  taking  the  spotlight  when  it   comes  to  digital  marke7ng:   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  be`er  access,  allowing  them  to  more  effec7vely  target  women  and  gain  be`er  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  be`er  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.       Male  vs.  Female  Digital  MarkeLng     Jen  Southern     June  18,  2013     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   41  
  42. 42. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   42  
  43. 43. 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     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   43  
  44. 44. THE  DIGITAL  CONSUMER  COLLABORATIVE    Primary  research  and  co-­‐crea7on  for  forward-­‐thinking  customer  experience  strategists,     done  collabora7vely.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   44  
  45. 45. Stone Mantel is the very best at producing value from experiences Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   45  
  46. 46. THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE 1 Digital Ethnography Find experiences that matter Discover 2 3 4 Design the experience Test for time well spent Create cultural capital Demonstrate Act Prepare to launch Drive organizational change Co-Creative Design Define Performance Validation New approaches Strategies and tactics New opportunities Experience requirements Finalize design Take Action Implement Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   46  
  47. 47. THE  DIGITAL  CONSUMER  COLLABORATIVE   Push  your  understanding   of  consumer  behavior,   innova7on,  and  customer   experience.   Strategic  and  tac7cal   results  come  from  synergy   of  working  together  to   solve  big  challenges.     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   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   47  
  48. 48. A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE WHAT  IS  REQUIRED?   4     Face-­‐to-­‐face  mee7ngs   Virtual  mee7ngs   5-­‐7     3   Homework  assignments   WHAT  ARE  THE  OUTCOMES?   •  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   WHO  SHOULD  BE  INVOLVED?   People  who  work  well  in  teams,  can   handle  exploratory  processes,  and   understand  innova7on.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   48  
  49. 49. 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.   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   49  
  50. 50. 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.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   50  
  51. 51. 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   SLOWLY  DISRUPTED  INDUSTRIES     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   QUICKLY  DISRUPTED  INDUSTRIES     Collabora7ve  will  iden7fy  eight   powerful  jobs  to  get  done  in  the  digital   space  that  can  help  you  disrupt  or   MAXWELL  WESSEL,  CLAYTON  M.  CHRISTENSEN,  DEC  2012,   HARVARD  BUSINESS  REVIEW,  SURVIVING  DISRUPTION   avoid  disrup7on.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   51  
  52. 52. 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.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   52  
  53. 53. 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.     TARGET  "WHAT"   ACTIVITIES     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   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   53  
  54. 54. 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.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   54  
  55. 55. 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.     Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   55  
  56. 56. THANK YOU Dave  Norton,  PhD   Principal   Stone  Mantel   LinkedIn:  davenortonphd   Prepared  for  The  Digital  Consumer  Collabora7ve     ©  Copyright  Stone  Mantel  2013   56