(Editor’s note: We updated this article Oct. 21, 2013)
Women Browse, Men Are on a Mission
Men are goal-oriented shoppers. They’re on a mission, and they shop to win or to complete a goal. Men are also inclined to pay a higher price. Conversely, women are more likely to shop around and look for deals. According to findings from the Q3 2012 Nielsen Global Survey of more than 29,000 respondents with Internet access from 58 countries, men are more likely than women to buy designer brands (men 51% vs. women 43%) and pay more for them (men 47% vs. women 40%).
While women are more attuned to discount and promotional news than men (men 57% vs. women 62%), men are more apt to compare prices using their mobile phone (men 37% vs. 30% women). In fact, men are more likely than women to use their mobile phone rather than their PC, laptop or tablet to get information about products across many product categories. Men also trust mobile ads more than women (31% men vs. 26% women).
What this Means for Marketers
When advertising to women, use creative elements and styles that resonate with the way her brain works. For example, using emotion-based visual imagery will be more effective than relying on facts and figures that focus on altruism. And be authentic. Don’t use overt messaging such as “offer expires” or “call now.” Women appreciate and pick up on nuance. The female brain is programmed to maintain social harmony, so messaging shouldn’t focus on conflict.
When marketing to men, get to the point quickly, clearly and directly using active, declarative statements. Men prefer products created just for them. Men are compulsive shoppers, so consider placing messages near the check-out area and demonstrate cost savings at the point of sale. Now is also a great time to consider using mobile advertising as part of your marketing mix.