RI_LITMUS_Gender On the Net_Rollins

GENDER ON THE NET
Why it matters, Where it’s missing, How it should work
©2005 Resource Interactive. All rights reserved. GENDER ON THE NET 1
NOVEMBER 2005
GENDER AND E-COMMERCE:
LEARNING FROM THE 3D WORLD
Broadly speaking, WOMEN AND MEN SHOP DIFFERENTLY OFFLINE. Women’s shopping is
more hedonic and frequent, men’s is more utilitarian. We know this intuitively from our everyday
experience with members of our own gender and the other. We confront both exaggerated and
nuanced versions of this truth in the media. In sitcoms, movies, and standup, there is a rich parade
of stereotypes that sketch the gender divide: “She be shoppin’, he be waitin’,” in the words of one
comedian.
We might also recognize that consumerism has female and male guises from the volume and
types of print magazines and e-zines successfully targeting women or men as consumers. “There
have always been gender lines in magazine publishing, but these days they’re drawn more vividly,”
writes Business Week. “Advertising Age just selected its “A-List” of 2005’s top magazines, and...it
shouldn’t surprise that the top six are aimed at women.” (Jon Fine, Business Week online, “WhereBusiness Week online, “WhereBusiness Week
the Boys Aren’t,” November 7, 2005)
Finally, we should recognize that advertising addresses and portrays male and female consumers
differently, though how effective ads have been in keeping pace with gender trends is the subject
of much debate. According to Marti Barletta, AdAge.com columnist and author of the book,
Marketing to Women, “The woman of the house is its Chief Purchasing Officer. She makes 80% of
household buying decisions—including products most people think of as male-dominated, like
cars, computers, and consumer electronics. It’s taken advertisers in these categories a while to
catch on, but just recently I’m starting to see advertising which recognizes that women are motivated
by different messages, get their information from different sources, and prefer a very different
purchase process than men.”
If men and women are widely acknowledged to be different kinds of shoppers, to have different
relationships with shopping as an activity and as a value, wouldn’t these differences also play out
online? Despite early conjecture that the Internet might neutralize gender, don’t we now know
from the sum total of diverse online activities that women and men engage, pursue, play, self-invent,
explore, escape, and shop in recognizably female/male ways?and shop in recognizably female/male ways?and
Can we prove this with a vengeance for online merchants? Can we also confirm our suspicion that
online merchants for the most part treat their web sites as androgynous zones, differentiating
along demographic lines quite proficiently but not at all along the he/she line?

Couldn’t gender be the simplest customer segmentation there is for e-merchants?
These questions provoked an extensive study, which led to a sense of urgency about
a colossal missed opportunity for e-commerce. WE NEED TO GENDERIZE WEB
SITES. We need to take advantage of the Web’s potential for customization and use
gender as the springboard from some design overhauls that would vastly enhance
online brand experiences—and conversion rates.
TESTING THE PREVAILING WISDOM
Gender stereotypes are indispensable to the media and to the construction of our
identities, so much so that when gender images fail to reflect or depict real-life
complex roles, as a Leo Burnett study, Metros vs. Retros: Are Marketers Missing Real
Men?, argues they have recently in advertising, the media becomes less relevant and
people search elsewhere for reliable touchstones. We decided to test the validity of
a few prevailing marketing industry notions about gender and retail (both bricks and
clicks) and were perhaps not surprised to discover that they too are not keeping pace
with the rapidly evolving nature and role of the Internet.
True or False?
Offline and online shopping behaviors closely mirror each other.
TRUE, but this has not always been the case.
– Paco Underhill observed in 2000 that women seek with single-mindedness and
then promptly exit the net while men surf in open-ended fashion. Our data
showed the opposite, that women’s and men’s online shopping is syncing up with
their offline shopping patterns and preferences, with a few notable exceptions,
described later in this document.
True or False?
Women won’t ever do significant shopping online because they value their sense
of touch and the ability to try on clothes and accessories too much. (A less com-
mon, more complex but related assumption is that the Internet was and is still
primarily programmed by men so reflects a male perceptual mode—linear, se-
quential, reductionist, abstract—versus a feminine mode—holistic, simultaneous,
synthetic, and concrete [Leonard Schlain, The Alphabet Versus the Goddess].
Hence, women are never going to be that wild about the medium.)
FALSE, but the enthusiastic online female shopper is a relatively recent phenomenon.
– There were more women than men online in 2004. (Pew Internet American Life
Project 2004)
– Women represented 58% of total online spend vs. men’s 42% from April 2004-
March 2005. (comScore Networks’ custom Behavioral Panel for Resource Interactive’s
The Gender Agenda, June 2005)
SCOPE OF STUDY
– Spanned four months
– Tested in San Francisco and Columbus,
Ohio markets
– Tracked 326,000 purchases over
four quarters
– Involved 250 hours of one-on-one
engagement with 25 men and 25
women, ages 25-60
– Focused primarily on four product
categories: Flowers/Gifts, Apparel,
Home Improvement, and Consumer
Electronics
– First presented as The Gender
Agenda as a keynote at the
Shop.org 2005 Annual Summit
– Principal Research Partner:
comScore Networks, a leading
consumer behavior consultancy,
whose Global Consumer Panel
tracks behaviors and attitudes year-
round through both self-reporting
and passive observation
– comScore Networks provided data
from 150,000 online households on
their Global Consumer Panel, and
conducted a custom survey of over
1000 online participants.
– Jupiter Research and ForeSee Results
also contributed custom data.

– Women report higher levels of satisfaction with e-commerce sites than men.
(Foresee Results’ custom study for Resource Interactive’s The Gender Agenda,
June 2005)
– The average Internet user takes three years to become fully net-fluent, and women
by and large have been online for three years. (Sarah Lacy, “Holiday E-tailing’s
Year of the Woman,” Business Week, January 4, 2005)
– U.S. women over the age of 40 spend nearly 50% more time each week playing
online games than men (and are more likely to play online games daily than mendaily than mendaily
or teens.) (AOL 2005 study)
– Women on average complete more transactions than men, 2.9 vs. only 2.3 for men
over the four quarters ending March 2005. (comScore Networks’ Behavioral Panel
April 2004-March 2005)
True or False?
Women or men clearly dominate certain product categories (online and off) due
to relatively stable product preferences tied to long-standing gender roles.
FALSE; product categories are front and center in the battle of and for the sexes online.
– In Home Improvement, 54% of online shoppers are now women and they spend
$177 per buyer as compared to $165 for men. (comScore Networks’ Behavioral
Panel, April 2004-March 2005)
– In Consumer Electronics, women now make up the majority of online shoppers.
(comScore Networks’ Behavioral Panel, April 2004-March 2005)
– In Consumer Electronics, however, men still spend 38% more per buyer, and
generally on higher-ticket items, which they research more than women (39% vs.
31% of women). (comScore Networks’ Behavorial Panel, April 2004-March 2005)
– In Apparel & Accessories, women comprise 67% of total online buyers, but men’s
and women’s spending per buyer is comparable. Over four quarters ending March
2005, men spent $117 to women’s $128, evidence that shopping online makes
even apparel & accessories more enticing to men. (comScore Networks’ Behavorial
Panel, April 2004-March 2005)
PROBING DEEPER
Emotional Insights through Meta4SightSM
To reach the emotional substrate of online shopping experiences for men and
women, there was ample reason to approach the subject indirectly, and through non-
verbal means. Why? Because though we recognize the necessity and prevalence of
gender stereotypes, most people are not entirely comfortable invoking them when
describing themselves and the opposite gender. Second, brands live and breathe—
and people have relationships with them—through metaphor.
RESPONDENT STATS
– Live in either San Francisco or
Columbus, OH for at least five years
– Go online more than once a week
for purposes other than work or
email
– Made at least two online purchases
in the three months preceding the
study
– Half of the respondents were under
40 years of age, half over
– In Columbus, half of the respon-
dents came from household
incomes above $50k, half from
household incomes below $50k
– In San Francisco, the household
income dividing line was $75,000
GENDER ON THE NET

Resource Interactive’s Meta4SightSM
research method probes the largely unconscious
drivers of shopping, since the unconscious, according to some theories, dictates up
to 95% of our behavior. The method owes a debt to Harvard professor Gerald Zalt-
man’s “metaphor elicitation technique,” the first patented marketing research tool in
the United States. We drew highly considered responses to questions about shop-
ping offline and online from collages and journals kept over a three-week period, and
from probing but open-ended interviews.
Cognitive maps were then formed for each gender online and offline as a way to
capture and ultimately disentangle the web of positive and negative associations
people have with shopping both channels. The most dramatic finding was this:
MEN’S PRIMARY EMOTIONAL STATE SHIFTED FROM ANGST-RIDDEN IN OFFLINE
RETAIL TO FEELINGS OF POWER ONLINE.
To represent their feelings about shopping each channel, men cut and pasted images
of traffic jams for offline but of runners triumphantly crossing the finish line for web
shopping. For the latter, they talked of deals being sought and definitively won, of
possessing the advantage of competitive information, of feeling like the prey offline
but the predator online.
Women shifted from chiefly feeling entertained offline, where they viewed shopping
as an important social ritual and sensual journey of discovery, to feeling empowered
online. They relayed their feelings of empowerment not as the conquest of an invis-
ible foe—as with men, but as the conquering of time, tasks, and personal limitations.
Online, women felt self-paced, a positive shift from feeling pressured offline to buy
and to make their time invested in shopping pay dividends. They also felt more
focused on self-exploration, more uncompromising in their expectations of service
and knowledge acquisition, and deeply gratified by those retailers who had antici-
pated their wants and needs.

“Shopping is great people watching.
My girlfriend and I take breaks between stores
so we can have a drink and see what other people are
wearing. We feed off the energy and ideas and, for a
brief spell, we inhabit this fantasy world where fashion
is the common denominator. It makes us feel we’re
part of this great swirl of humanity, this crazy parade.”
— Kathy, 56
“There’s so much out there,
boy, I’m really heading into the
retail wilderness. I practically need a
guide. It’s almost overwhelming.”
— Mo, 48
“I like the convenience factor of
shopping online and the sense of control…
the huge power to know…you can comparison
shop ten different stores without having to go
to ten different places. You can find a lot more
information than you would be able to
do in a retail setting.”
— Clint, 26
“I’m searching, you know. I’m trying
to envision what I want. You could say
I know where I’m headed, but I don’t
necessarily know where I’m going to end
up, and that’s half the fun.”
— Veronica, 32
GENDER ON THE NET

BEHAVIORAL INSIGHTS THROUGH REPLAY USABILITYSM
Resource Interactive’s REPLAY UsabilitySM
is advanced usability that pairs the empiri-
cal study of videotaped online behavior with participants’ post-shopping narration
in order to provoke deeper insights into why and how customers engage with web
sites and other online marketing. This practice differs from standard usability in that
moderator interference is kept to a minimum, and the videotaped replay of a user’s
entire session online has the benefit of capturing what might otherwise be omitted:
the less purposive and definitive, and the more meandering, impulsive, repetitive,
and opportunistic. Through several REPLAY sessions, we discovered two fundamental
gender behavioral differences:
Women Scan; Men Dig
– REPLAY UsabilitySM
research highlighted two determinants of this behavior. One,
confirming the relevance of cognitive psychology and gestalt theory tenets,
women do more synthesizing and are more visually oriented, and men do more
analyzing online. Two, women are constituent-driven. In other words, they shop
as much for others as for themselves, hence their need to move quickly across as
many options as possible.
– Most of the female participants spoke of their deep enthusiasm for the “View All”
option. (REPLAY UsabilitySM
)
– Several female participants cited their preference (and aptitude) for shopping with
multiple windows open simultaneously, clearly a case of “more is more.” (REPLAY
UsabilitySM
)
– 65% of women consider online shopping to be like window shopping vs. 46% of
men. (comScore Networks’ 2005 Attitudinal Survey)
– Women are 1.5 times likelier to add items to the shopping cart for later viewing
(carts are a winnowing tool that accommodates women’s stop-and-start shopping
patterns), and are two times likelier to use visualization tools than men. (Jupiter
Research 2005 Consumer Study)
– Men are 20% more likely to use comparison tools than women, and were observed
going to great lengths—and through however many shopping aggregator, re-
tailer, promo code, and manufacturer sites as necessary—to find the price range,
discounts, and features of their product. (REPLAY UsabilitySM
)
– In the Home Improvement product category, men are more likely than women
to: compare multiple products, learn more about product specifications, read
product reviews, check product ratings, and select a manufacturer or brand as a
final shorthand to quality and satisfaction once the other criteria have been met.
(REPLAY UsabilitySM
)

Women Expand the Mission; Men Stick to the Mission
– Women are frankly more opportunistic than men online and enjoy the role retailers can
play in provoking digressions. Due to their very entrenched multitasking behavior,
women responded favorably to triggers such as “unique gifts” because they en-
able the accomplishment of smaller, less strategic tasks embedded within larger
ones. To be paradoxical for a moment, women are simultaneously tangential and
purposive shoppers. (REPLAY UsabilitySM
)
– Women take three times more tangents than men when shopping online, but
most female participants spoke of themes, e.g., vacation, that connected diverse
items. One woman, shopping for bathing suits, ended up buying a kayak. The
one underlying theme that rarely disappears for women, as we have seen, is their
family and/or friends. (REPLAY UsabilitySM
)
– Men are twice as likely as women to buy online and pick up their purchase in-
store. This could be explained as a motivation to save shipping charges on large
items. But men also rank the availability to ship immediately (and broad selection)
higher in the top five relevant features and benefits than did women. (comScore
Networks’ 2005 Attitudinal Survey) When queried, men stressed task completion—
the need to have the product in hand before it can be checked off the “to do” list.
(REPLAY UsabilitySM
) By contrast, several women spoke of the pleasure of receiv-
ing packages long enough after the purchase had been made for there to be an
element of surprise. (REPLAY UsabilitySM
)
CURRENTLY CATERING TO NEITHER GENDER
In searching for salient web site features that could accommodate any of the
gendered shopping differences we uncovered, we found that e-commerce is, as we
suspected, largely an androgynous zone. Web sites currently take their design cues
from the assortment—from what is being sold, and less from what brand is behind
the assortment and who is buying it (though persona-based site design is changing
this). Many mass retailers’ home pages, for instance, are reminiscent of old five and
dime storefronts, where as much merchandise as possible was displayed without
regard for unifying principle beyond seasonal promotions. There is much to be
learned from offline retail’s merchandising and branding best practices, and even
more from offline consumer behaviors and attitudes—particularly as they pertain
to the genders, but, again, few online merchants have attained much gender sophis-
tication or differentiation.
RECOMMENDATIONS
Fixing First Impressions
The best way to begin leveraging the gender divide online is to debunk the myth
about the genders’ respective aesthetic preferences: men prefer dense pages of tech
specs and women prefer roomy lifestyle-oriented web pages. Resource Interactive’s
GENDER ON THE NET

aesthetic appeal methodology, @aGlanceSM
, showed that this myth likely derived
from online merchants’ typical design treatment of product offers of varying appeal
for the sexes. For instance, in Consumer Electronics, where men make the largest
purchases, dense pages of tech specs are assumed to be men’s preference.
@aGlanceSM
demonstrated that the myth contains some truth, but misses the nu-
ances: in terms of priority, not chronology, men are enticed by product, then lifestyle,
and women are enticed by lifestyle, then product.
– The genders completely polarized over web sites that lacked a product reference
point—men’s least favorite sites, and lacked any lifestyle imagery or text—wom-
en’s least favorite sites. Clever copywriting could entirely redeem an otherwise too
literal, fact-based web page for women and a product clearly emphasized (whether
desirable or not) could redeem an otherwise too inspirational/aspirational ad-like
web page for men.
– 57% of the men studied recalled product attributes and brands, despite the
concealment of logos. They made 20% more “narrow view” mentions, and 15%
more mentions of exact wording.
– Women mentioned their feelings about overall web site design without prompting
31% more often than men. They also made 44% more “wide view” mentions (e.g.,
navigation features) and 75% more color-related mentions.
The Aesthetic Favorite
Of eighteen top-ranking web sites (to minimize bias, Resource Interactive’s clients
were omitted and all brand logos were concealed), Williams-Sonoma.com emerged
as the favorite of both genders due to two factors.
– First, there was a balance between the featured product(s) and lifestyle marketing
(context and copy that goes beyond vital statistics). This is the simplest way to
cater to both genders.
– Second, diverse images on web pages (pages not obviously representing a theme
such as gifting or entertaining, a season, or products “in the spotlight” as on
williams-sonoma.com) possessed a single-narrative potential. In other words, to
borrow from film, there was a logic of montage at work. Generally, in representing
several diverse products, their disparity ceases to be an aesthetic drawback or
distraction if product images can subtly be woven together as a story, if the lawn-
mower, deck chairs, and fire pit can be perceived as a montage of outdoor living.
Resource’s @aGlanceSM
showed that if the retailer doesn’t provide the narrative or
theme, the user will. This is the second simplest way to cater to both genders.
The @aGlanceSM
sessions tested eleven other (antipodal sets of) aesthetic criteria
beyond lifestyle vs. product. In all but one set, the genders’ preferences polarized
to varying degrees. For example, most female participants preferred a slight degree
of variation (compared to men’s preference for consistency), but not so much that

navigation, for instance, seemed erratic. Color per se showed up as various other
preferences—for lifestyle embellishment of product, for accent (women), and for
sharpness (men). Finally, the single exception to the genders polarizing was in unity/
fragmentation; neither responded favorably to fragmentation.
The following chart shows the overall results:
BUILDING BI-GENDERED WEB SITES
It is only a slight exaggeration to suggest that factoring in the two genders’ discrete
shopping patterns and proclivities is the simplest segmentation available to online
merchants. If other customer segmentation schemes are being utilized, male/female
shopping characteristics can be appended to make the former work harder.
There are a handful of recently implemented gender best practices online that war-
rant mention. Restoration Hardware has used customer personas—specifically a male,
FEMALE AESTHETIC
PREFERENCES
MALE AESTHETIC
PREFERENCES
SYMMETRY
SIMPLICITY
ECONOMY
ACTIVENESS
NEUTRALITY
CONSISTENCY
EMPHASIS
DEPTH
SINGULARITY
SHARPNESS
UNITY
ASYMMETRY
COMPLEXITY
INTRICACY
STASIS
ACCENT
VARIATION
EVENNESS
FLATNESS
JUXTAPOSITION
DIFFUSION
FRAGMENTATION
GENDER ON THE NET

female, and a male/female couple—to chart task-based paths through their web site.
To accommodate women’s tangential tendencies, P&G recently brought the web
site experience to their Head & Shoulders banners by offering product samples and
seven hair care tips “in-banner”, so that women could multi-task while continuing on
their paths.
The newly launched gap.com takes big strides towards bi-gendered marketing by
mimicking offline gender shopping habits. Toby Lenk, president of Gap Inc. Direct,
the company’s corporate catalog and online division, said the mouse-overs and pop-
up windows eliminated the need to bounce the shopper off her browsing path each
time she needed information…”A lot of this was borrowing metaphors from the store
experience,” Mr. Lenk said. “When a woman walks into one of our stores, she can
process things really quickly. Like when she’s browsing the racks, she takes a quick
look at what the sizes and colors are, picks up something and keeps going. We’re try-
ing to let her stay with the fashion.” (Bob Tedeschi, “New Approach From Gap to Cut
Down on Clicks,” The New York Times, E-commerce Report, September 12, 2005.)
So what can you do?
– Start by creating gendered scenarios that chart customized paths from home
page to checkout while accommodating women’s scanning and men’s digging.
Specifically, on these paths, make comparison tools, product reviews and ratings
handy for men, and visualization tools handy for women. Enable women to
explore and accumulate options, and men to annotate their choices, which they
are doing anyway, online and off.
– Design “comfort zones” that suggest alternate paths for both genders on pages
where differentiation is otherwise not feasible. In these zones, satisfy the female
shopper’s desire for inspirational context and color, and the male shopper’s
penchant for loving scrutiny of solitary products (instead of one-dimensional white
goods on white backgrounds, use photography worthy of a movie close-up, plus
ratings, and more complete compare and contrast info).
– Finally, reinvent the shopping cart so that it acts as a “Shopping Hub” where both
genders can, to paraphrase the Rolling Stones, get some satisfaction. Make the
product addition process “drag and drop” and the product deletion and balance
adjustment process instantaneous for women. Keep the “hub” itself persistent
throughout the site to accommodate better women’s tangents and men’s tireless
searches. Enable annotation of choices (for men) and emailing of lists to friends
for both genders.
CONCLUSION
It could be said that androgyny, while a legitimate fashion stance, is a short-sighted
marketing strategy. Online, it is the opportunity cost of those retailers’ web sites
designed for the largest undifferentiated audience in a medium whose potential for
customized or niche marketing is unprecedented. While there is a new chorus of

marketing experts exhorting businesses to cease overlooking some of their increas-
ingly powerful segments—including women, Boomers, and the alpha male redux—
there are few businesses focusing on both genders in a differentiated fashion. It is no
easy task to reconcile a bi-gendered approach to marketing with the gender identity
of the brand itself, or the dominant target audience, which is often largely one gender
or the other. It is a mistake, though, to assume that the Web does not make this
task easier. In this medium, the consumer’s every interaction reveals preferences,
dissatisfactions, obstacles, infatuations, behind which are male and female shoppers.
A phased approach to gendered web site design that culminates in simple he/she
scenarios, aided by software platforms like ATG that provide mechanisms to model
and manage scenarios based on a customer’s profile and/or actions, will accom-
modate the very real behavioral differences between the sexes. As we have learned,
most of these gender differences carry over from the offline world, but one most
decidedly does not: men actually enjoy shopping online.
The primary author
RESOURCE INTERACTIVE
Known for its revolutionizing consumer insights, Resource Interactive also provides
digital strategy, interactive experience design, award-winning web site and ad
development, and marketing optimization to the world’s leading brands online.
Ranked 19th among independent interactive agencies in the nation, Resource
Interactive has grown over its 24-year history from a single marketing communications
account with Apple to long-term marketing partnerships with clients such as Procter
& Gamble, Restoration Hardware, Victoria’s Secret, Hewlett-Packard, Kohler, Hot
Topic, Bath & Body Works, Cardinal Health, Reebok, NetJets, and Express. For more
information, visit www.resource.com or email info@resource.com.
Contributing to this report
COMSCORE NETWORKS
comScore Networks provides unparalleled insight into consumer behavior and
attitudes. This capability is based on a massive, global cross-section of more than
2 million consumers who have given comScore explicit permission to confidentially
capture their browsing and transaction behavior, including online and offline pur-
chasing. comScore panelists also participate in survey research that captures and
integrates their attitudes and intentions. Through its patent-pending technology,
comScore measures what matters across a broad spectrum of behavior and attitudes.
comScore consultants apply this deep knowledge of customers and competitors to
help clients design powerful marketing strategies and tactics that deliver superior
ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!,
Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN,
Nestlé, Bank of America, Universal McCann, the United States Postal Service,
GlaxoSmithKline and Orbitz. For more information, please visit www.comscore.com.
GENDER ON THE NET

THE LITMUS TEST
Circle 3-Yes, 2-Occasionally, or 1-Not at all to evaulate your web site’s gender-friendliness,
its gender EQ (Emotional Quotient), if you will.
1. Can your web pages displaying diverse products tell a single, uncomplicated
tale? (Borrowing from the movies, we’ve called this the logic of montage.)
2. Is there a balance between lifestyle and product focus throughout your site?
3. Have you created comfort zones where the gender least likely to be
engaged can find a sympathetic sensibility, an alternate path?
4. Did you employ gender-inflectedgender-inflectedgender scenarios when building your customers’
discrete paths?
5. Can men make product comparisons, read reviews and shipping information
easily,easily,easily then be reassured about their choices through prominent branding?
6. Can women be tempted by interesting digressions on your site, feel as if
they were merely window shopping, and still have easy and fast filtering of
the widest assortment possible?
7. Is your shopping cart multi-purpose and persistent?
HOW DID YOU SCORE?
OVER 17? Congratulations! Both genders are at home on your web site.
BETWEEN 11-16? Room for more gender differdifferdif entiation—and accommodation.
10 OR LESS? YourYourY site is one-size-fits-all. YouYouY should consider a gender
3 2 1
3 2 1
3 2 1
3 2 1
3 2 1
3 2 1
3 2 1
opportunity audit.
343 North Front Street, Columbus, Ohio 43215
ph 614 621 2888 ph 800 550 5815 fx 614 621 2873
www.resource.com
For more information, contact:
Heather Bioty
Coordinator, Business Development
Resource Interactive
hbioty@resource.com
GENDER ON THE NET

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