This week Advertising Age published a white paper on women and technology, the result of a partnership with JWT. Research conducted for the report found that one in five American women uses a smartphone when shopping, primarily to connect with her social circle. Women predominantly seek out opinions from friends and family, much more so than men: 73% call family or friends to get their opinions (vs. 59% for men), and 40% take photos of products and solicit responses through e-mail or social networks (32% for men). Brands need to find ways to help customers tap into the social graph at the point of purchase, when women seek trusted recommendations. They can also create messages that will drive women to share, and they should leverage social networks to spread the word about exclusive merchandise and sales.
These findings and more are featured in “Always-On Women,” a white paper that examines women’s tech attitudes and behaviors, breaking them down by device (mobile phone, PC, tablet), and explores marketing opportunities and strategies for reaching women via digital platforms. The report is based on a quantitative study in the U.S. conducted using SONAR™, JWT’s proprietary online research tool. Click here to download the report from the Ad Age website. Go to page 18 to find JWT’s Action Steps for Marketers.
first spotted on www.jwtintelligence.com