Shopping for a Mobile Phone: Women Look at Price, Men Look at Features
Nielsen just posted some numbers that show the differences in how men and women approach buying a mobile phone. As I skimmed the list, I wondered if the same couldn’t be said for all types of shopping. For example, women said price was the most important consideration when buying a new mobile phone. (72% vs 67% of men.) Since women are the primary coupon users, it makes sense that they’d be more price conscience.
Men, on the other hand, were far more interested in a phone’s features. They were more interested in battery life, internet connectivity, and screen size. They were way more interested (41% vs 31%) in processor speed which I have to admit is something I never thought about when buying a phone. They were also more likely to be swayed by the operating system. (48% vs 41%)
The only features that were more interesting to women were the phone’s ability to take photos and the styling of the phone itself. Wow. I could make a comment about that but . . .
Nielsen says women also approach social media from a different angle. 65% of women said staying in touch with family and friends was their primary reason for visiting a social media network. Only 53% of men chose that answer. Women said social media allowed them to be creative (photos and writing) and it was entertaining. Men were more likely to log on for business reasons and for dating.
My favorite fact in the whole pitch? Men trust advertising more than women do. Branded websites, magazines, TV, radio – across the board, the trust percentage fell on the male side of the fence.
Even less surprising is the list of advertising themes that resonate with men and women:
Basically, men want action and sex. Women respond to heart and family. And everyone loves to laugh, gawk at celebs and aspire to a better life. If you can create a funny ad about a dog driving a car – you’re golden.