Invite colleagues
Men hate to shop -- or so goes the stereotype. But does that still hold true today when eCommerce is becoming an online channel that should not be ignored? Has the focus been on targeting women for so long that marketers and retailers have created environments that alienate almost half of the adult population?
When we consider the different ways that men and women use the Internet, we can gain a greater deal of knowledge on how to position our products online. For example, studies into consumer behavior (Western studies) show men are more likely to use the Internet to:
- Read the news
- Buy travel services or make reservations
- Check sports scores and gather sports information
- Stay updated on political news
- Participate in online auctions, such as ebay
- Write content to publish online
- Download music Buy and sell stocks, bonds and mutual funds
Where women use the Internet to:
- Get health information
- Read spiritual and religious information
- Gain access and participate in support group websites
* Although the consumer research was western in focus I believe it fundamentally holds true for China although I would suggest Social Media channels now has an increasing greater influence. i.e., BBS for women and Gaming for men.
While it is true that both men and women usually spend allotments of time online and consumer different content and information; I find many digital marketers still have gender stereotypes that dictate the directions of their online campaigns that are sometimes misaligned. eMarketer found that online, men visit more sites and stay longer than females. They are search engine users and participate in all forms of social media, particularly videos. In addition, they are more mobile, avid users of laptops, wireless broadband connections and mobile phones.
So, it should be recognized that just as the eCommerce market changes the demographic profile and online consumer behavior is also evolving. I argue that in this dash of cash online, men are largely being forgotten as contributing to the growing eCommerce segment by marketers.It is true, we men are out numbered online by women but we have cash, credit cards and a desire to purchase. Target us with ads and messages that appeal to our inner desires, and leverage the content/media channels online where we reside. Don't just think about the male demographic for beer, football or reusable HP toner ads. Consider broadening your profile to include insurance, clothing (specific for this segment), travel and financial products.
What do other's think? Any men out there that have cash and want to spend in areas beyond the ones I mentioned? What do the women think? Have the men been a forgotten online generation?
Written on Tuesday, 03 November 2009 06:44 by Matt McDougall
