Surf Like A Woman
Surf Like A Woman
Surf Like A Woman
For mobile internet marketers, user demographics are becoming much clearer thanks to recent studies. While it remains true that men make up the largest percentage of users, it is women who are actually the most important target audience. Why? They stay online longer and frequent shopping sites more than men. They shop more, use text messaging more and are at the front of the line for purchasing via mobile internet. The new demographic reports also say that the women who use mobile internet access the most are older. The over 40s are the largest group of users followed by teens and then senior citizens. How do these new statistics change the way marketing can be addressed?
For marketers who consider that these three user groups are fueling the increase in mobile internet usage, it means different advertising. Men are still looking up sports scores, news and entertainment venues, but the majority of their online time is spent on sites that are for information alone. While they may respond to banner ads and SMS coupons, men simply don't buy as much online as the other groups. It is the women, the teens and the seniors who are using mobile internet access to research products while they shop. They also make online purchases while at home or on the move, and it is through mobile access rather than by desktop. Interestingly, these statistics transcend any particular region or country, and appear to be a worldwide trend. As mobile internet access reaches such a critical mass, the marketing potential becomes huge, and marketing can change the way the users shop.
A & P, a major U.S. grocery store chain, has utilized a coupon service which appeals directly to this audience. By combining their existing club card service with mobile coupons, the customer can flip through available coupons while shopping. If they see an item for which a coupon is offered, they save it to a file on their handset, and then present the file at the checkout stand. Because they are a member, the savings are automatically deducted from the final receipt. A & P realized something that many marketers don't. They decided that there was no middle ground on marketing. Rather than attempt to appeal to everyone, they took the tact of targeting their biggest user group.
A & P decided to target women and seniors specifically, and it is paying off. The key with women and marketing is that they must trust a company or a website. Too often, marketers just want the quick sale and money, but the female tends to like a long term relationship. They want proof of reliability and the ability to find information quickly. Building loyalty with women may be a big key to repeat business online, and companies that have invested in this are already reaping the rewards. Women can, of course, be impulse shoppers, but given the option to research and price compare, they will do it. They seek health advice, they seek travel ideas and they seek financial products. In other words, women use the Internet for much more than just bargains; they use it for information about products as well.
Those marketers who also understand that women of all ages can most easily be contacted through social media are also on the right path. Once thought of as strictly for the younger set, now the mums demographic as well as seniors are heavily involved in social media. Reaching them through it has never been easier. They follow brands they are loyal to and respond in kind with purchases. For the mobile internet marketer, it is a matter of trying to think like a woman, and giving them apps and options that they'll trust. In marketing, much has to do with the product and who is most likely to buy it, but if there's a question about who to market to, these new statistics should be helpful.
http://www.articlesbase.com/communication-articles/surf-like-a-woman-2573433.html
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