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Why men and women don't agree about websites:   the secrets about men and women's web preferences G Moss and R Gunn Intern...
Good news! Lots of pictures,  so no danger that, following lunch …
Web design:  important gap <ul><li>E-commerce is in a high growth state: </li></ul><ul><li>usage - 934 million in 2004; 1....
Satisfying the customer <ul><li>Business survival depends on shaping </li></ul><ul><li>products and services around the  <...
Satisfying the customer:  Gender <ul><li>Many markets segmented ->  male and female markets </li></ul><ul><li>Female :  gr...
Satisfying the customer:  Gender   <ul><li>$ 64k question </li></ul><ul><li>Do men and women like the same kinds of design...
Web design  (Moss Gunn) <ul><li>Compared M and F-produced web sites. </li></ul><ul><li>Rated sites across 2 main measures ...
Results UK /  France / Poland  p < 0.001 Male / females in images p < 0.001 Inanimate / animate p < 0.05 Regular / irreg t...
A comparison of the male and female tendency to use  straight lines :  UK
A comparison of the male and female tendency to use large numbers of  typeface colours : UK
A comparison of the male and female use of  informal / formal  language  or a combination of both:  UK
Male website example :   1
Male website:  example  2
Female website example:   1
Female website example :   2
Web preferences   <ul><li>67 respondents (38M + 26F): </li></ul><ul><li>Men prefer male-produced websites </li></ul><ul><l...
Causes of differences <ul><li>Evolution of visual skills in response to division of  </li></ul><ul><li>labour from 1.7m – ...
Implications <ul><li>Books </li></ul><ul><li>Groceries </li></ul><ul><li>Higher Education </li></ul><ul><li>Beauty </li></ul>
Books <ul><li>Sector with second largest number of e-commerce shoppers in US (Nielsen Media Research Study, 1999) </li></u...
Amazon
Merlin
Groceries  <ul><li>Online parity between men and women shoppers  (Research and markets, 2002) </li></ul><ul><li>Tesco – ma...
Tesco
Asda
Toys
Universities <ul><li>Competitive market  </li></ul><ul><li>M/ F near parity  (Fs=  53% of f’t u/gs and 66% of p/t ) </li><...
 
 
University web designers 73 19 7 74 University websites   (%) Interview response rate (%) M +  F  F  M Gender of person(s)...
Beauty  <ul><li>Beauty </li></ul><ul><li>Predominantly female market </li></ul><ul><li>Men are half as  likely as women to...
Beauty
Beauty
Beauty 73 4 18 78 Beauty salon websites (%) Interview response rate (%) M +  F  F  M Gender of person(s) designing the com...
IT professionals   29 71 IT operations, technicians 17 83 ICT  Managers 16 84 Software professionals %  Females %  Males O...
Conclusions (1) <ul><li>Differences in  M  /  F  production aesthetics </li></ul><ul><li>Differences in  M  /  F  preferen...
Conclusions (2) <ul><li>Massive implications for e-marketing to M and F </li></ul><ul><li>Implications for recruitment of ...
Final conclusions <ul><li>Need to spread the word, even if it shatters cherished conceptions about optimal design.... </li...
Media coverage <ul><li>80 US newspapers (Wall St journal;  NY Times;  Washington Post) </li></ul><ul><li>BBC, Times Higher...
Research and consultancy <ul><li>Bunnyfoot  </li></ul><ul><li>Directski </li></ul><ul><li>Bounty </li></ul>
Bounty
Can we help you? <ul><li>University of Glamorgan,  </li></ul><ul><li>[email_address]   [email_address] </li></ul><ul><li>0...
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Website design - Gender preferences

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Research by Glamorgan University shows that men and women both design different websites and also prefer different website designs

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Website design - Gender preferences

  1. 1. Why men and women don't agree about websites:  the secrets about men and women's web preferences G Moss and R Gunn Internet World 17 May 2006
  2. 2. Good news! Lots of pictures, so no danger that, following lunch …
  3. 3. Web design: important gap <ul><li>E-commerce is in a high growth state: </li></ul><ul><li>usage - 934 million in 2004; 1.35 billion in 2007 </li></ul><ul><li>2002 – 2004: 50% increase in Fs shopping online: 17m -> 28m shoppers (Forrester, 2004) </li></ul>
  4. 4. Satisfying the customer <ul><li>Business survival depends on shaping </li></ul><ul><li>products and services around the </li></ul><ul><li>“ unique and particular needs” of the </li></ul><ul><li>customer (Hammer, Reengineering the </li></ul><ul><li>Corporation, 1995) </li></ul>
  5. 5. Satisfying the customer: Gender <ul><li>Many markets segmented -> male and female markets </li></ul><ul><li>Female : grocery, furniture, books, small electrical, </li></ul><ul><li>OTC medicines, domestic property, cars …… </li></ul><ul><li>Male : SLR cameras, computers, petrol …… </li></ul>
  6. 6. Satisfying the customer: Gender <ul><li>$ 64k question </li></ul><ul><li>Do men and women like the same kinds of design? </li></ul>
  7. 7. Web design (Moss Gunn) <ul><li>Compared M and F-produced web sites. </li></ul><ul><li>Rated sites across 2 main measures (23 variables): </li></ul><ul><li>Visual </li></ul><ul><li>Language </li></ul><ul><li>30M and 30F in UK </li></ul><ul><li>90M and 90F websites </li></ul><ul><li>UK, France and Poland </li></ul>
  8. 8. Results UK / France / Poland p < 0.001 Male / females in images p < 0.001 Inanimate / animate p < 0.05 Regular / irreg typeface p < 0.001 Colours in typeface p < 0.001 Conventional layout p < 0.05 Predominant colours p < 0.001 Lines / round p < 0.001 Pictures 2D or 3D p < 0.001 Tone of words p < 0.001 Expert language p < 0.05 Own achievements p < 0.001 Denigration p < 0.001 Site map
  9. 9. A comparison of the male and female tendency to use straight lines : UK
  10. 10. A comparison of the male and female tendency to use large numbers of typeface colours : UK
  11. 11. A comparison of the male and female use of informal / formal language or a combination of both: UK
  12. 12. Male website example : 1
  13. 13. Male website: example 2
  14. 14. Female website example: 1
  15. 15. Female website example : 2
  16. 16. Web preferences <ul><li>67 respondents (38M + 26F): </li></ul><ul><li>Men prefer male-produced websites </li></ul><ul><li>Women prefer female-produced websites </li></ul>
  17. 17. Causes of differences <ul><li>Evolution of visual skills in response to division of </li></ul><ul><li>labour from 1.7m – 10,000 BC (from lower palaeolithic to </li></ul><ul><li>end of Pleistocene epoch). </li></ul>
  18. 18. Implications <ul><li>Books </li></ul><ul><li>Groceries </li></ul><ul><li>Higher Education </li></ul><ul><li>Beauty </li></ul>
  19. 19. Books <ul><li>Sector with second largest number of e-commerce shoppers in US (Nielsen Media Research Study, 1999) </li></ul><ul><li>M / F near parity </li></ul><ul><li>US (Nielsen 1999) 55% of online consumers = F; UK 56% of paperbacks bought by F (Mintel) </li></ul>
  20. 20. Amazon
  21. 21. Merlin
  22. 22. Groceries <ul><li>Online parity between men and women shoppers (Research and markets, 2002) </li></ul><ul><li>Tesco – market leader in UK with 27% of the market, 10% above its nearest rival (TNS, Feb 2004) </li></ul><ul><li>www.tesco.co.uk </li></ul>
  23. 23. Tesco
  24. 24. Asda
  25. 25. Toys
  26. 26. Universities <ul><li>Competitive market </li></ul><ul><li>M/ F near parity (Fs= 53% of f’t u/gs and 66% of p/t ) </li></ul><ul><li>Analysis of 32 HEI websites: 30 with overall masculine orientation </li></ul>
  27. 29. University web designers 73 19 7 74 University websites (%) Interview response rate (%) M + F F M Gender of person(s) designing the University websites
  28. 30. Beauty <ul><li>Beauty </li></ul><ul><li>Predominantly female market </li></ul><ul><li>Men are half as likely as women to have health and beauty treatment </li></ul>
  29. 31. Beauty
  30. 32. Beauty
  31. 33. Beauty 73 4 18 78 Beauty salon websites (%) Interview response rate (%) M + F F M Gender of person(s) designing the company’s website
  32. 34. IT professionals 29 71 IT operations, technicians 17 83 ICT Managers 16 84 Software professionals % Females % Males Occupation
  33. 35. Conclusions (1) <ul><li>Differences in M / F production aesthetics </li></ul><ul><li>Differences in M / F preference aesthetics </li></ul>
  34. 36. Conclusions (2) <ul><li>Massive implications for e-marketing to M and F </li></ul><ul><li>Implications for recruitment of IT professionals </li></ul>
  35. 37. Final conclusions <ul><li>Need to spread the word, even if it shatters cherished conceptions about optimal design.... </li></ul>
  36. 38. Media coverage <ul><li>80 US newspapers (Wall St journal; NY Times; Washington Post) </li></ul><ul><li>BBC, Times Higher Education, Western Mail, Director Magazine, E-Consultancy, New Media Age </li></ul><ul><li>20 weblogs </li></ul>
  37. 39. Research and consultancy <ul><li>Bunnyfoot </li></ul><ul><li>Directski </li></ul><ul><li>Bounty </li></ul>
  38. 40. Bounty
  39. 41. Can we help you? <ul><li>University of Glamorgan, </li></ul><ul><li>[email_address] [email_address] </li></ul><ul><li>0144348 3293 </li></ul>

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