Women are more active mobile users and bigger mobile spenders compared to men. Teenage girls drove growth of texting and are leading growth of messenger apps among other app categories. However, every time a mobile brand reaches out to young women, their actions are restricted to gender driven initiatives such as a pink product launch, failing to effectively connect with young women in the long term. We call this the Pink Phone Syndrome. This briefing answers the following questions relevant to mobile and women:
1. Why does the Pink Phone Syndrome exist among mobile brands?
2. What is the role of women in purchase decisions and what influences women buyers?
3. How can marketing avoid stereotypical gender differences to focus on women?
4. How can mobile brands successfully involve women in the marketing process?
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2. Licensing and Copyrights
3. In this briefing
4. Executive Summary
5. Executive Summary (Contd.)
6. Section 1. Why does the Pink Phone Syndrome exist among mobile brands?
7. Young women use and spend more on mobile compared to young men
8. Teenage girls are more likely to share product related info with friends than teenage boys
9. Teen girls will drive future growth of messenger apps
10. HTC Rhyme Case Study: Product development for women is limited to attributes like color & convenience
11. Nokia Lumia 900 Pink Case Study: Marketing to women is limited to tie-ups with feminine products
12. Majority of research on women perpetuates female stereotypes and misleads brands
13. Women are not well represented in leadership roles within organizations
14. Lack of female representation in influential positions is a larger social issue that affects brands & marketing
15. Section 2. What is the role of women in purchase decisions and what influences women buyers?
16. Women influence decisions on shared activities, home purchases, media usage & finances more than men
17. Women are primary decision makers on the choice of both mobile service and mobile devices for the family
18. Purchase decisions among men and women are influenced by peer recommendations
19. Men & women bloggers are more responsive to online recommendations than non bloggers
20. Section 3. How can marketing avoid stereotypical gender differences to focus on women?
21. Priorities for young men and women are more similar than different
22. Men and women are equal participants of various interest groups
23. Women on Pinterest show that they are segmented by individual interests and passions
24. Section 4. How can mobile brands successfully involve women in the marketing process?
25. Pinterest Parties Case Study: Women collaborate to turn online ideas into offline projects
26. AT&T Hackathon Case Study: 11 year old girl wins hackathon with app to discourage texting while driving
27. Google Technovation Challenge Case Study: Empowering young girls with skills, not pink products
28. Twitter & Girls Who Code Case Study: Employee involvement through skills training & career mentorship
29. Etsy & Hacker School: Grassroots initiative to impact future involvement of women in technology firms
30. Need more insights and data?