The document discusses findings from a survey of over 1,100 male and female mobile users ages 26-49 in the US. It finds that males and females show similar mobile behaviors and attitudes, with both being highly satisfied with mobile offerings. Both genders are equally likely to use mobile devices to research purchases and prefer brands that communicate through their preferred methods. While location-based mobile marketing interest is still low overall, females are more likely than males to use mobile coupons. The document concludes that mobile marketing can be an effective way for consumer packaged goods companies to engage both male and female shoppers.

1. Male and female consumers
show striking similarities
in mobile usage attitudes
and behaviors.
use a mobile device
to research before
making a purchase
However, mobile
marketing is growing
in popularity among
both male and female
consumers between
the ages of 26-49 in
the United States.
Satisfaction with Mobile Offerings
SATISFACTION LEVEL MALE FEMALE
Satisfied 39.0% 38.4%
Neutral 31.4% 28.3%
Dissatisfied 9.6% 7.3%
Don’t Know 20.1% 26.0%
G e n d e r - S p e c i f i c
M o b i l e B e h a v i o r
32.29%
ofmales
29.82%
offemales
16.7%
of males
19.6%
of females
Despite the hype
of location- and
time-based
services, only
want marketing
messages sent to
them based on their
current location.
Survey Demographics
Data refers to 1,126 survey respondents
(415 males and 711 females) in the United States
between ages 26-49.
are more likely
to use a mobile
coupon than a
traditional coupon.
23.8%
of Males
29.8%
of Females
Not So Different After All
M o b i l e A t t i t u d e s
deliver what both genders want
say it is very important that the company offering
my favorite products/services communicates
with me through my method of choice.
56.4%
of males
59.1%
of females
Is Mobile Marketing
The Great Gender Equalizer?
CPG marketing in all of its forms has traditionally targeted the female
consumer. Yet, new findings from the 2014 RIS/Cognizant Shopper
Experience Study suggest that mobile marketing is just as
likely to open doors in both the physical and digital
worlds to male shoppers… and their revenue.
INFO G RAPHIC
Smartphone and/or Tablet Activities By Gender
S CROLL FOR M ORE
50.4%
35.1%
of males prefer mobile websites
of males prefer to
purchase through
mobile apps
74.5 73.8
61.7 58.6
57.6 57.1
62.7 56.4
57.8 47.4
45.8 42.8
46.0 48.4
74.5%
73.8%
57.6%
57.1%
57.8%
47.4%
45.8%
42.8%
48.4%
62.7%
56.4%
61.7%
58.6%
0 10 20 30 40 50 60 70 80
46.0%
Browse/search for products
Access product ratings/reviews
Purchase products
Price checking/matching
Manage loyalty program(s)
Scan barcodes
Access mobile vouchers
femalemale
To win in an
omnichannel world,
CPG marketers must put
themselves in the consumer’s
shoes — no matter his or her
gender. Mastering mobile
marketing and execution
presents an opportunity to
integrate and enhance the
end-to-end shopper experience
for a growing group of
revenue-generating,
tech-savvy consumers –
MEN.