Can a Phone Be Female?
A recent study out of the UK shows men are much more likely than women to purchase Google’s smartphone, the Android. Lady Geek, a company dedicated to helping businesses sell technology to women, partnered with market intelligence firm You Gov Sixth Sense, and asked more than 78,000 phone customers in the UK about their phone preferences. Less than 5 percent of the women surveyed said they would purchase a Droid.
This data is in line with the Mobile Metrics Report from AdMod released earlier this year that revealed 73 percent of Android users were men whereas gender breakdowns of other smartphone purchases, like the iPhone, were more balanced. Sure, the Android is still in its infancy and conventional wisdom says men tend to adopt new technologies earlier than women do, but Google should still take heed.
Fifty-one percent of the U.S. population is female. Today, more women than men are reporting to work, based on national payroll data. And women make 85 percent of all consumer purchases. According to the Consumer Electronics Association, women spend $90 billion on consumer electronics purchases alone.
Savvy marketers understand a woman’s influence and are making sure they listen to customers – both men and women. They need to examine how everything – from product design, to apps and advertising – resonate with both sexes. Smart companies will examine their product development and product marketing teams and ensure they have adequate diversity internally so they can reach a diverse set of customers and influencers externally. After all, there is a bevy of research that shows diversity at the top of an organization has a positive impact on the bottom line. And while Steve Jobs’ team may appear to have found a way to reach women, Google should still tread carefully before copying Apple’s playbook. After all, the company did name its last product the iPad.
By: Liz O’Donnell