Women love phone cams, for snapping pics of cute babies
God dammit, some of us just like gadgets!
The précis of a recent survey for AdAge by JWT Intelligence, titled "Always On Women: A Survey of how women are using technology today" will have many women spitting blood.
The advertising industry is not known for being an engine of social progression, but this survey comes across as more than a little patronising. Let's go through some of their top-line findings.
1) "So many women are using digital and mobile tools [that] it’s hard to target all of them"
So out of the 3.5 billion women in the world, it seems that there might be some differences between them, even though they're all female? I mean, we knew that they have different hair colours but seems like they do different things with their phones too.
Would anyone ever write that so many men use digital and mobile tools that it's hard to lump them all together? Probably not, because then you're lumping teenagers with businessmen with students, with graphic designers with grandfathers with bachelors with idiots who work in advertising trends.
2) There are two types of women with mobile phones: mobile warriors and casual, utilitarian users.
Oh there's the difference. Some women are warriors, some are casual.
3) Women like phones with cameras.
This statement is actually based on what the researchers discovered. After being able to call and text on their phones, women were more likely than men to cite the ability to take pictures and videos as an important thing about a phone. Around 37 per cent of them cited it as an important feature in buying a phone, putting it above accessing the internet and emailing.
4) Women like phones with cameras so they can take pictures of babies because all women have babies and that's what they like to use technology for.
OK - so women may be more likely to enjoy taking photos, but why isn't it of business documents, architecture, nights out, leaves... anything other than babies? Apparently, it's because women have babies and their main role is the "family chronicler".
"As the family chroniclers, women have long used cameras to capture memories — birthdays, graduations and other milestones. Now, a camera is always in her pocket. As a result, women are capturing not only the big but the small: a son’s scowl on a car ride, a daughter’s ice cream-covered face."
Give me a break. ®
what a load of crap
Growing up, it was always my dad that took the photos.
As the great Bill Hicks said....
"By the way if anyone here is in advertising or marketing... kill yourself.
No, no, no it's just a little thought. I'm just trying to plant seeds. Maybe one day, they'll take root - I don't know. You try, you do what you can. Kill yourself.
Seriously though, if you are, do. "
Pink? I don't want anything pink!
Being one of the more geeky women, I generally want to know about the features on a smartphone but the big ones are will it actually make/receive calls/texts, will it sync with my email/contacts/calendar and will web surfing really work. Don't really use most of the other features to be honest apart from games and the camera occasionally as its a work tool.
For some reason in the UK, any mobile advertising aimed at women tends to be about the colour (usually a horrible pink), social networking, camera and various other useless stuff. They seem to be marketing to the teenage crowd not anyone over the age of 20.
I'm with the article author on one thing - not all women go all gooey eyed at the mention of children. If that's how they market a product its an instant turn off for me and I'm not alone.
The survey was based on responses from 515 women in the US. Not a great sample size and they haven't published what the 486 men surveyed said which would be an interesting comparison.