A review of secondary research on the digital consumer and a description of the Digital Consumer Collaborative. Includes a top line report on how men and women consume digital differently. Provided for market research and strategy leaders focused on digital consumption.

1. TOPLINE SECONDARY RESEARCH ON
HOW MEN AND WOMEN
CONSUME DIGITAL
DIFFERENTLY
This
deck
was
prepared
for
members
of
the
Digital
Consumer
Collabora7ve.
It
is
the
first
of
a
series
of
secondary
research
decks
prepared
by
Stone
Mantel
for
the
Collabora7ve
to
inform
the
primary
research
we
are
conduc7ng
in
2013/2014
together.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
1

2. DIFFERENCES IN TECHNOLOGY USE
According
to
MicrosoJ:
•
Women
use
a
PIN
or
password
to
lock
their
mobile
device
two
percent
less
than
men.
•
32
percent
of
men
keep
their
mobile
devices
up
to
date,
contrasted
with
24
percent
of
double-­‐Xs.
•
Women
are
more
vigilant
of
their
online
reputa7ons:
they
limit
personal
informa7on
online
(40
percent
versus
37
percent)
and
what
strangers
can
access
on
their
social
media:
40
percent
versus
32
percent.
•
Women
are
also
more
careful
about
what
they
text
(34
percent
versus
31
percent).
Reasearch
commissioned
by
InternetServiceProviders.org:
•
Facebook
has
a
58
percent
female
user-­‐
base
and
women
do
62
percent
of
the
sharing.
•
64
per
cent
of
Google+
users
are
men
–
but
75
percent
of
them
don’t
interact
with
other
Google+
users.
•
71
percent
of
women
use
social
networking
sites,
versus
62
percent
of
men.
•
Every
month,
40
million
more
women
than
men
visit
Twi`er.
Microso'
Says
Men
and
Women
Do
Use
Technology
Differently
June
14th,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
2

3. DIFFERENCES IN APP USE
The
mobile
analy7cs
and
adver7sing
company
Apsalar
studied
its
data
pool
of
500
million
unique
users
across
both
Android
and
iOS,
and
it
found
some
extremely
interes7ng
differences
in
the
way
men
and
women
buy
and
use
apps.
Women
install
40
percent
more
apps
than
men,
buy
17
percent
more
paid
apps,
and
pay
an
astonishing
87
percent
more
for
those
apps.
Men
use
naviga7on
apps
a
full
40
percent
more
than
women
Top
Apps
Women
Top
Apps
Men
Women
use
social
media
apps
a
staggering
600
percent
more
than
men,
news
apps
90
percent
more,
and
produc7vity
apps
89
percent
more.
Ba`le
of
the
mobile
sexes/
Women
install
40%
more
apps,
spend
87%
more
than
men
|
VentureBeat
John
Koetsier
April
26,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
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3

4. DIFFERENCES IN MOBILE SHOPPING
Data
from
the
DDB
Life
Style
Study
looked
at
mobile
shopping
pa`erns
by
gender
and
found
that
men
were
much
more
inclined
than
women
to
use
mobile
phones
to
shop
or
use
QR
codes
and
apps
to
find
the
best
deals.
Perhaps
that's
because
men
don't
like
shopping
as
much
as
women
do;
fully
57
percent
of
women
view
it
as
a
form
of
entertainment,
versus
44
percent
of
men.
For
the
guys,
technology
gets
the
job
done
faster.
DDB
Life
Style
Study
Finds
Men
Appreciate
Tech
Thats
Helps
Get
Shopping
Done
Faster
|
Adweek
By$Lucia$Moses
April
24,
2013,
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
4

5. DIFFERENCES IN MOBILE SHOPPING ACTIVITIES
Shopping
via
Mobile:
Spending
Pa`erns,
Demographic
Profiles,
and
More
October
1,
2012
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
5

6. DIFFERENCES IN MOBILE SHOPPING PATTERNS
Shopping
via
Mobile:
Spending
Pa`erns,
Demographic
Profiles,
and
More
October
1,
2012
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
6

7. DIFFERENCES IN STREAMING
According
to
a
recent
na7onal
survey
of
1,000
streaming
media
consumers
commissioned
by
M-­‐GO
and
market
research
company
Lab42.
Overall,
digital
streaming
con7nues
to
be
on
the
upswing
in
2013,
with
84%
of
respondents
saying
that
they
do
so
at
least
once
a
week.
Looking
at
the
new
wave
of
streamers,
those
with
less
than
a
year
of
experience,
women
now
lead
the
genders
with
31%
as
compared
to
their
male
counterparts
at
only
20%.
Women
are
also
leading
the
charge
in
second
screen
viewing,
being
three
7mes
more
likely
to
take
in
their
entertainment
via
a
mobile
tablet-­‐
type
of
device,
while
their
male
counterparts
are
more
likely
to
watch
from
a
desktop
computer.
Men
Vs.
Women:
Streaming
Media
Habits
By
Gender
Americans
Doing
More
Streaming
than
"Steaming"
on
a
Weekly
Basis
&
They're
Doing
it
Alone;
'Digitally
Frustrated'
Consumers
also
Cheat
on
Service
Providers
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
May
23,
2013
goStoneMantel.com
7

8. DIFFERENCES IN SHARING HABITS
uSamp
surveyed
600
men
and
women
about
how
they
share
personal
informa7on
socially
online,
including
educa7on,
income,
occupa7on,
race,
religion,
poli7cal
affilia7ons
and
shopping
preferences,
and,
perhaps
unsurprisingly,
discovered
a
clear
gender
gap
between
the
sexes.
While
women
will
share
details
about
their
rela7onships,
jobs,
brand
preferences,
poli7cal
affilia7ons
and
religious
stance
essen7ally
as
regularly
as
men,
they’re
significantly
less
likely
to
share
more
personal
informaLon,
such
as
their
phone
number,
email
address,
postal
address
or
anything
that
might
put
their
personal
security
at
risk.
uSamp:
The
Social
Media
Sharing
Habits
Of
Men
And
Women
Prepared
for
The
Digital
Consumer
Collabora7ve
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Copyright
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2013
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8

9. DIFFERENCES IN TWEETS
Results
pointed
out
that
women
will
normally
tend
to
use
emo7onal
language
like
“sad,
love,
glad,
sick,
proud,
happy,
scared,
annoyed,
excited,
and
jealous.”
Emo7cons,
and
CMC
(computer-­‐mediated
communica7on)
terms
(lol,
omg,
brb,
for
instance)
are
female
markers,
“as
[are]
ellipses,
expressive
lengthening
(e.g.,
coooooool),
exclama7on
marks,
ques7on
marks,
and
backchannel
sounds
like
ah,
hmmm,
ugh,
and
grr.”
Clear
male
markers
include
words
related
to
swearing,
technology,
and
sports,
and
in
rela7on,
numbers
(as
in
scores).
The
takeaway?
Who
you
hang
out
with,
and
the
number
of
guys
or
girls
that
are
in
your
social
group
(both
online
and
off),
will
effect
how
you
end
up
speaking
on
Twi`er.
RESEARCHERS
CAN
TELL
THE
DIFFERENCE
BETWEEN
TWEETS
FROM
MEN
AND
WOMEN
By
Francis
Bea
February
19,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
9

10. DIFFERENCES IN WHAT WOMEN WANT FROM TECHNOLOGY
According
to
Shelley
Zalis,
CEO
of
Ipsos
Open
Thinking
Exchange,
women
are
more
visual
and
narraLve-­‐driven.
"Women
also
love
visualizaLon
and
stories,
not
just
features
on
a
checklist,
but
things
that
really
let
them
see
value
in
their
lives,"
she
said.
"When
you
go
to
tech
labs,
some
are
run
by
women,
and
it's
fascina7ng
to
see
what
they're
working
on
versus
what
the
men
are
working
on.
Many
of
the
labs
I've
seen
are
working
on
things
like
how
to
bring
books
to
life
for
kids,
making
them
more
friendly
and
engaging.
That's
in
contrast
to
just
gadgets
and
goggles."
In
a
separate
keynote
address,
James
McQuivey,
Ph.D.,
a
principal
analyst
at
Forrester
Research,
argued
that
women
think
about
the
ul7mate
use
of
technology,
how
it
can
help
their
own
lives,
rather
than
the
impressive
technical
specifica7ons.
Instead
of
being
spurred
by
an
"Oh,
shiny!"
ethos,
they're
swayed
by
what
the
technology
can
do
for
them.
As
Zalis
said,
"Women
are
not
looking
for
tech
for
technology's
own
sake
but
rather
for
simplicity,
usefulness."
Dispatch
from
Internet
Week/
How
Women
Use
Tech
Differently
-­‐
Yahoo
Finance
By
Allison
Kade
May
22,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
10
goStoneMantel.com

11. DIFFERENCES IN TABLET AND SMARTPHONE USE
Technology
AdopLon:
Women
are
more
open
to
tying
out
new
features
and
adop7ng
new
mobile
technology
than
men.
They
are
more
likely
to
make
the
most
of
all
the
features
of
an
app,
and
they
prefer
health,
social
networking
and
lifestyle
and
games
apps.
Women
are
more
keen
on
mobile
gaming,
while
men
are
happier
playing
games
on
laptops,
PCs
or
gaming
consoles.
Mobile
Gaming:
Men
have
a
natural
predilec7on
for
war
games,
RPGs,
shoo7ng
games
and
games
that
had
long-­‐term
goals.
Women
seem
to
prefer
word
games,
puzzles,
and
simpler
games.
But
there
are
several
games
that
both
gender
like
equally,
and
both
men
and
women
say
that
they
end
up
ge•ng
addicted
games
and
spend
too
much
7me
playing
games
on
the
mobile.
App
Types:
Some
stereotypes
are
supported
by
the
user
base
for
apps.
Catalog
apps,
lifestyle
apps,
cooking
and
recipe
apps
have
a
predominantly
female
user
base.
Business
and
produc7vity
apps,
finance
apps,
and
sports
apps
have
more
male
users.
But
da7ng
apps,
games,
GPS,
restaurant
apps
and
several
other
categories
of
apps
have
almost
equal
number
of
male
and
female
users.
Sta7s7cs
are
interes7ng,
but
one
can
read
too
much
into
them.
When
the
first
smartphone
was
create,
Apple
tried
to
create
an
intui7ve
device
that
anyone,
irrespec7ve
of
gender
or
age,
could
simply
pick
up
and
start
using.
The
idea
of
‘intui7veness’
is
at
the
base
of
all
smart
mobile
devices
and
all
the
apps.
Your
app
design
needs
to
be
user-­‐friendly,
intui7ve,
and
it
must
follow
the
best
prac7ces.
Men
Vs.
Women
Smartphone
Usage
Differences:
Does
it
Affect
Mobile
App
Development?
April
23,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
goStoneMantel.com
11

12. DIFFERENCES IN THE ROLE OF TECHNOLOGY
The
body
of
evidence
amassed
by
Intel
researcher
Genevieve
Bell
indisputably
shows
that
men's
role
in
technology
adop7on
con7nues
to
be
overstated.
It
turns
out
women
are
our
new
lead
adopters.
When
you
look
at
internet
usage,
it
turns
out
women
in
Western
countries
use
the
internet
17
percent
more
every
month
than
their
male
counterparts.
Women
are
more
likely
to
be
using
the
mobile
phones
they
own,
they
spend
more
7me
talking
on
them,
they
spend
more
7me
using
locaLon-­‐based
services.
But
they
also
spend
more
7me
sending
text
messages.
Women
are
the
fastest
growing
and
largest
users
on
Skype,
and
that's
mostly
younger
women.
Women
are
the
fastest
category
and
biggest
users
on
every
social
networking
site
with
the
excep7on
of
LinkedIn.
Women
are
the
vast
majority
owners
of
all
internet
enabled
devices-­‐-­‐readers,
healthcare
devices,
GPS-­‐-­‐that
whole
bundle
of
technology
is
mostly
owned
by
women.
h`p://en.wikipedia.org/wiki/Genevieve_Bell
Prepared
for
The
Digital
Consumer
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Copyright
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Mantel
2013
12
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13. DIFFERENCES BY DEVICE AND CONTENT
Jumptap
and
comScore
found
that
sports
was
one
of
the
most
common
types
of
content
accessed
across
pla‚orms
among
25-­‐
to
49-­‐year-­‐old
men.
Time
spent
with
internet
sports
content
reached
over
2
hours
on
average
that
month
on
each
of
the
major
devices
studied—the
PC,
smartphone
and
tablet.
Men
also
accessed
online
business
content
for
equal
periods
of
7me
on
the
PC
and
smartphone
(1.2
hours
each),
while
the
tablet
accounted
for
17.2%
of
men’s
7me
spent
with
this
online
category.
Jumptap
found
that
in
April
2013,
the
amount
of
7me
women
25
to
49
years
old
spent
on
the
smartphone
and
tablet
was
par7cularly
notable,
reaching
above
60%,
while
for
men
in
that
age
range,
the
PC
remained
the
pla‚orm
where
they
spent
more
than
half
their
online
7me.
The
study
also
measured
the
amount
of
7me
women
spent
on
select
content
ac7vi7es,
and
found
that
the
tablet
was
in
especially
heavy
rota7on
for
lifestyles,
retail
and
paren7ng
content.
Female
respondents
spent
more
than
5
hours
on
average
accessing
each
of
these
content
areas
on
the
tablet,
with
the
smartphone
in
second
place
for
each
subject
ma`er,
and
the
PC
further
behind.
How
Digital
Time
Spent
Breaks
Down
by
Device,
Gender,
Content
Area
-­‐
eMarketer
SEPT
24,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
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Copyright
Stone
Mantel
2013
13
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14. AVOIDING STEREOTYPES
In
trying
to
create
a
product
that
will
be
intui7ve
and
helpful
to
women,
brands
need
to
be
careful
around
old
stereotypes,
Shelley
Zalis,
CEO
of
Ipsos
Open
Thinking
Exchange
pointed
to
a
tablet
released
recently
called
the
Femme.
"It
was
an
e-­‐pad
that
was
just
pink,
with
apps
like
yoga
and
recipes,"
she
said.
"Stereotyping
things
for
the
sake
of
it
doesn't
work."
"When
crea7ng
marke7ng
focused
on
emo7onal
connec7ons,
you
have
to
get
it
right,”
Emily
Crawford,
Regional
Sales
Manager
of
U.S.
Enterprise
Sales
at
Cisco
said.
"There
was
a
Motrin
moms
commercial
last
year
intended
to
talk
about
women
who
made
the
courageous
choice
to
wear
their
babies
on
their
bodies,
but
unfortunately
Motrin's
messaging
made
it
come
across
as
a
fad.
Many
mothers
thought
it
was
beli`ling
and
there
was
an
incredible
backlash.
You
have
to
be
very
careful,
especially
when
targe7ng
the
emo7onal
decisions
mothers
make."
Dispatch
from
Internet
Week/
How
Women
Use
Tech
Differently
-­‐
Yahoo
Finance
By
Allison
Kade
May
22,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
14
goStoneMantel.com

15. HOW MEN AND WOMEN
CONSUMER DIGITAL
DIFFERENTLY
SOCIAL MEDIA
Prepared
for
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Consumer
Collabora7ve
©
Copyright
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Mantel
2013
15
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16. WOMEN AND SOCIAL MEDIA
• Women
like
to
use
social
networking
to
make
connec7ons
and
share
items
from
their
personal
lives
(Forbes).
• When
seeking
advice
on
social
sites,
women
get
more
personal.
They
don’t
mind
sharing
the
ups
and
downs
of
their
daily
lives
(Forbes).
• Even
though
more
men
than
women
own
mobile
devices,
when
it
comes
to
social
ac7vity,
women
social
network
10%
more
than
men
(Neilsen).
• Women
love
Facebook.
Here
is
what
they
like
to
do.
(Oxygen)
• 21%
of
women
age
18-­‐34
check
Facebook
in
the
middle
of
the
night
63%
use
Facebook
as
a
networking
tool
• 42%
think
it’s
okay
to
post
photos
of
themselves
intoxicated
• 79%
are
fine
with
kissing
in
photos
• 58%
use
Facebook
to
keep
tabs
on
“frenemies”
• 50%
are
fine
with
being
Facebook
friends
with
complete
strangers
• Women
spend
30%
more
7me
on
social
networking
sites
than
men
(Comscore)
• Younger
women
are
leery
about
pu•ng
certain
informa7on
on
Facebook,
with
89%
of
them
saying
“you
should
never
put
anything
on
Facebook
that
you
don’t
want
your
parents
to
see.”
(Oxygen)
Judging
from
a
previous
stat,
that
must
mean
that
a
lot
of
them
don’t
mind
having
their
parents
see
them
drunk.
Social
Media
Marke-ng:
Men
are
from
YouTube
and
Women
are
from
Facebook
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
16
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17. Ba`le
of
the
Social
Sexes
Created
by:
internetserviceproviders.org
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
17
goStoneMantel.com

18. Ba`le
of
the
Social
Sexes
Created
by:
internetserviceproviders.org
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
18
goStoneMantel.com

19. Ba`le
of
the
Social
Sexes
Created
by:
internetserviceproviders.org
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
19
goStoneMantel.com

20. Ba`le
of
the
Sexes:
How
Men
and
Women
Use
The
Social
Web
Digital
Flash
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
20
goStoneMantel.com

21. Ba`le
of
the
Sexes:
How
Men
and
Women
Use
The
Social
Web
Digital
Flash
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
21
goStoneMantel.com

22. According
to
recent
data
from
Pew
Research
Center,
online
women
use
social
networking
sites
in
greater
propor7ons
than
men
do:
75%
vs.
63%.
Some
86%
of
North
American
online
women
have
a
social
media
account/profile,
with
2.2
accounts
on
average
each.
They
favor
Facebook:
81%
of
them
are
on
Facebook.
And
how
much
7me
are
online
women
spending
on
social
media?
They
spend
an
average
of
12
hours
per
week
using
social
media:
nearly
two
hours
a
day!
The
Women
of
Social
Media:
Digital
Influencer
Study
by
Verónica
Maria
Jarski
April
20,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
22
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23. Digital
Women
Influencer
Study:
The
Women
of
Social
Media
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
23
goStoneMantel.com

24. Digital
Women
Influencer
Study:
The
Women
of
Social
Media
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
24
goStoneMantel.com

25. Digital
Women
Influencer
Study:
The
Women
of
Social
Media
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
25
goStoneMantel.com

26. Digital
Women
Influencer
Study:
The
Women
of
Social
Media
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
26
goStoneMantel.com

27. Digital
Women
Influencer
Study:
The
Women
of
Social
Media
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
27
goStoneMantel.com

28. MEN AND SOCIAL MEDIA
• Men
use
social
media
as
an
interac7ve
rolodex,
storing
contacts
and
leveraging
social
media
for
broadcas7ng
their
ideas
and
skills
(Forbes).
• Men
are
more
likely
to
use
social
networking
sites
for
da7ng
(PsyPost).
• In
fact
65%
of
men
think
it’s
fine
to
date
people
they’ve
met
on
Facebook
compared
to
50%
women
(Oxygen).
• But
men
can
be
ruthless
on
social
media.
24%
of
men
have
broken
rela7onships
via
Facebook,
compared
to
only
9%
of
women
(Oxygen).
• Men
are
more
forthcoming
in
sharing
informa7on
about
themselves
and
less
likely
to
report
se•ng
their
profile
to
private.
(PsyPost)
• Men
are
more
likely
to
have
more
than
one
social
networking
account
(57%
to
50%).
• With
the
excep7on
of
Facebook,
men
are
more
likely
to
use
social
media
accounts
at
least
a
few
7mes
a
week,
• par7cularly
Twi`er
(GigaOM).
• Men
spend
a
lot
more
7me
watching
online
video
than
women
(Comscore).
Social
Media
Marke-ng:
Men
are
from
YouTube
and
Women
are
from
Facebook
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
28
goStoneMantel.com

29. Ba`le
of
the
Social
Sexes
Created
by:
internetserviceproviders.org
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
29
goStoneMantel.com

30. Ba`le
of
the
Social
Sexes
Created
by:
internetserviceproviders.org
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
30
goStoneMantel.com

31. Ba`le
of
the
Social
Sexes
Created
by:
internetserviceproviders.org
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
31
goStoneMantel.com

32. Ba`le
of
the
Sexes:
How
Men
and
Women
Use
The
Social
Web
Digital
Flash
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
32
goStoneMantel.com

33. DIFFERENCE IN SOCIAL NETWORK ENGAGEMENT
When
it
comes
to
social
media,
male
and
female
behavior
is
very
different.
For
instance,
women
do
the
bulk
of
Facebook
sharing
(62
percent),
while
more
men
are
on
LinkedIn
than
women
(54
percent).
Men
also
spend
more
7me
on
YouTube
each
week
than
women,
as
guys
clock
an
hour
compared
to
35
minutes
for
women.
Twi`er
appears
to
be
dominated
by
women
(62
percent)
and,
not
surprisingly,
Pinterest
(70
percent).
Overall,
though,
a
higher
percentage
of
women
(71
percent)
use
social
media
than
men
(62
percent).
How
Men
and
Women
Use
Social
Media
Differently
BY
KEVIN
ALLEN
May
13,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
33
goStoneMantel.com

34. Ba`le
of
the
Sexes:
How
Men
and
Women
Use
The
Social
Web
Digital
Flash
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
34
goStoneMantel.com

35. The
Great
Tech
Divide
www.pc-­‐site.co.uk
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
35
goStoneMantel.com

36. Ba`le
of
the
Sexes:
How
Men
and
Women
Use
The
Social
Web
Digital
Flash
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
36
goStoneMantel.com

37. Ba`le
of
the
Sexes:
How
Men
and
Women
Use
The
Social
Web
Digital
Flash
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
37
goStoneMantel.com

38. HOW MEN AND WOMEN
CONSUME DIGITAL
DIFFERENTLY
MARKETING
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
38
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39. MARKETING IN THE DIGITAL AGE
According
to
the
Nielsen
NeuroFocus
data,
women’s
brains
are
hardwired
for
big-­‐picture
thinking,
mul7tasking,
"gut"
reasoning,
social
and
verbal
skills,
and
worry/empathy.
Conversely,
men’s
brains
are
precondi7oned
for
concrete
thinking,
goal-­‐oriented
tasks,
logical
solu7ons,
and
compe77on/defense.
While
women
are
more
a`uned
to
discount
and
promo7onal
news
than
men
(men
57%
vs.
women
62%),
men
are
more
apt
to
compare
prices
using
their
mobile
phone
(men
37%
vs.
30%
women),
Nielsen's
research
also
reveals:
"In
fact,
men
are
more
likely
than
women
to
use
their
mobile
phone
rather
than
their
PC,
laptop
or
tablet
to
get
informa7on
about
products
across
many
product
categories.
Men
also
trust
mobile
ads
more
than
women
(31%
men
vs.
26%
women)."
Gender
Ma`ers:
Why
Marketers
Must
Use
Different
Approaches
When
Adver7sing
to
Women
vs.
Men
Posted
by
Techvibes
Newsdesk
on
Mar
13,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
39
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40. DIFFERENCES FOR BRANDS
“Males
and
females
interact
with
media
and
brands
in
different
ways,”
said
Rachel
Resnick,
manager
of
client
and
media
strategy
at
Morpheus
Media,
New
York.
“Women
are
more
likely
to
share,
interact
and
recommend
a
brand,
evidenced
by
the
female-­‐
dominated
Pinterest,
while
men
use
marke7ng
more
func7onally
for
research.
How
to
target
digital
campaigns
to
affluent
males
versus
females
By
Tricia
Carr
June
25,
2012
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
40
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41. DIGITAL MARKETING BASED ON GENDER
Here
are
a
few
reasons
as
to
why
women
are
taking
the
spotlight
when
it
comes
to
digital
marke7ng:
1.
Women
are
more
present
on
social
media
Women
are
more
engaged
on
social
networks
than
men
and
they
use
these
pla‚orms
to
connect
not
only
with
family
and
friends
but
also
brands.
They
use
this
to
gain
more
informa7on
from
the
brand
as
well
as
being
alerted
to
coupons,
promo7ons,
compe77ons
and
deals.
This
gives
the
brand
be`er
access,
allowing
them
to
more
effec7vely
target
women
and
gain
be`er
responses.
2.
Women
talk
We
have
all
heard
the
phrase,
women
talk,
and
in
the
sense
of
digital
marke7ng
and
brand
awareness
it
is
essen7al
to
be
aware
of
this.
Building
up
a
good
rela7onship
with
female
clientele
ensures
that
your
brands
reputa7on
and
image
is
heard
but
the
most
important
part
is
to
respect
this
clientele
as
they
have
the
ability
to
make
or
break
you,
women
will
talk,
good
or
bad,
offline
and
online.
3.
Men
buy,
women
shop
Women
are
happy
to
wonder
through
the
store
selec7ng
various
items,
considering
which
product
is
be`er
or
deciding
what
to
buy
for
dinner
that
evening.
Men
on
the
other
hand
shop
like
it
is
a
mission
and
oJen
do
not
consider
their
op7ons,
“the
first
one
I
see”
is
oJen
a
perfectly
acceptable
choice.
They
want
to
get
out
as
soon
as
they
have
set
foot
inside.
Male
vs.
Female
Digital
MarkeLng
Jen
Southern
June
18,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
41
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42. DIGITAL MARKETING FOR WOMEN ON THE RISE
For
companies
promo7ng
products
aimed
at
female
audiences,
video
proves
an
effec7ve
channel,
and
demand
for
visual
media
con7nues
to
soar
year-­‐over-­‐
year.
Online
video
content
consump7on
among
females
18
and
older
increased
45
percent
last
year
to
reach
an
average
of
7
hours
and
12
minutes.
Mobile
video
engagement
rose
by
7
percent
to
total
5
hours
and
2
minutes.
These
numbers
come
from
a
recent
Nielsen
report.
Interes7ngly,
females
aged
18
to
34
watched
approximately
three
less
hours
of
television
last
year,
while
internet
video
content
consump7on
jumped
4
hours.
Brands
that
have
tradi7onally
allocated
resources
toward
major
broadcast
networks
should
evaluate
their
marke7ng
spend
and
invest
more
in
digital
outlets.
Video
consump7on
increases
year-­‐over-­‐year
among
female
audiences,
study
says
by
BraJon
Editorial
Published
on
April
15,
2013
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
42
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43. GENDER DIGITAL FACE RECOGNITION
Macmillan
Cancer
Support’s
outdoor
fundraising
campaign
is
serving
different
adverts
to
men
and
women,
using
digital
face
recogni7on
technology.
The
campaign
is
running
on
Ocean
Outdoor’s
digital
screen
at
Wes‚ield
London
using
its
“Look
Out”
camera
technology.
Women
looking
at
the
advert
see
the
message
“No
Mum
should
face
Cancer
alone“,
and
men
see
“No
Dad
should
face
Cancer
alone“.
Both
include
the
same
request
for
a
£5
text
donaLon.
Macmillan
uses
digital
face
recogniLon
to
serve
different
advert
messages
to
men
and
women
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
43
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44. THE
DIGITAL
CONSUMER
COLLABORATIVE
Primary
research
and
co-­‐crea7on
for
forward-­‐thinking
customer
experience
strategists,
done
collabora7vely.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
44
goStoneMantel.com

45. Stone Mantel
is the very best at
producing value from
experiences
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
45
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46. THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE
1
Digital
Ethnography
Find experiences that
matter
Discover
2
3
4
Design the experience
Test for time well spent
Create cultural capital
Demonstrate
Act
Prepare to launch
Drive organizational
change
Co-Creative
Design
Define
Performance
Validation
New approaches
Strategies and tactics
New opportunities
Experience requirements Finalize design
Take
Action
Implement
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
46
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47. THE
DIGITAL
CONSUMER
COLLABORATIVE
Push
your
understanding
of
consumer
behavior,
innova7on,
and
customer
experience.
Strategic
and
tac7cal
results
come
from
synergy
of
working
together
to
solve
big
challenges.
Up
to
15
professionals
join
Stone
Mantel
to
ac7vely
par7cipate
in
a
progressive
insights
process
on
a
forward-­‐looking
topic
of
interest
to
all
par7es.
Over
the
study,
we
will
look
for
answers
to
our
research
ques7ons,
will
develop
a
customer
behavior
model
that
fits,
and
will
generate
and
test
solu7ons
with
the
target
audience.
Together
we
learn
more,
help
our
companies
accomplish
more,
and
become
be`er
customer
experience
strategists.
Custom
methodologies
used:
ethnographic,
qualita7ve
and
quan7ta7ve
research
Each
par7cipant
helps
conduct
parts
of
research
and
co-­‐crea7on
Learn
from
Stone
Mantel’s
deep
experience
running
Collabora7ve
studies
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
47
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48. A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE
WHAT
IS
REQUIRED?
4
Face-­‐to-­‐face
mee7ngs
Virtual
mee7ngs
5-­‐7
3
Homework
assignments
WHAT
ARE
THE
OUTCOMES?
• A
comprehensive
series
of
strategic
and
tac7cal
principles
• Access
to
all
insights
gathered
throughout
the
process
• Findings
from
two
ethnographic
studies
• Results
of
the
two
quan7ta7ve
studies
• Specific
insights
applied
to
par7cipa7ng
companies
WHO
SHOULD
BE
INVOLVED?
People
who
work
well
in
teams,
can
handle
exploratory
processes,
and
understand
innova7on.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
48
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49. OUR 2013/2014 RESEARCH QUESTIONS
1.
Push
our
understanding
of
what
the
digital
consumer
will
want
from
mobile
experiences
in
the
next
three
years.
2.
Find
new
‘jobs-­‐to-­‐get-­‐done’
in
the
digital
environment
that
increase
customers’
likelihood
to
spend
more
7me
with
a
business
or
brand.
3.
Iden7fy
strategies
and
tacLcs
to
make
businesses
more
effec7ve
in
crea7ng
value
from
the
delivery
of
their
experience
to
customers
through
digital
technologies.
4.
Discover
new
ways
of
profiling
target
audiences
based
on
digital
usage.
5.
Develop
techniques
that
aid
in
helping
customers
feel
more
comfortable
in
sharing
data
with
companies
in
the
right
way
and
at
the
right
7me.
6.
Develop
language,
tools,
and
principles
for
understanding
how
consumers
behave
in
an
increasingly
mobile
environment.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
49
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50. WHY THE NEXT THREE YEARS?
1.
Push
our
understanding
of
what
the
digital
consumer
will
want
from
mobile
experiences
in
the
next
three
years.
Consumers
are
moving
from
seeing
digital
consump7on
as
a
novelty
and
innova7on
to
an
a•tude
of
expecta7on.
Over
the
next
three
years,
you
will
see
a
shiJ
in
consumer
mindset
from
a
focus
on
what
‘could
be
done’
to
what
‘should
be
done.’
Our
focus
on
understanding
what
the
digital
consumer
will
want
from
mobile
experience
will
address
immediacy,
constancy,
in-­‐the-­‐moment,
and
augmented
reality.
These
and
other
drivers
will
fundamentally
change
what
consumers
expect
a
product
to
do
and
an
experience
to
be
about.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
50
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51. WHY ‘JOBS-TO-GET DONE’?
2.
Find
new
‘jobs-­‐to-­‐get-­‐done’
in
the
digital
environment
that
increase
customers’
likelihood
to
spend
more
7me
with
a
business
or
brand.
The
most
important
theory
for
innova7on
today
is
Clayton
SLOWLY
DISRUPTED
INDUSTRIES
Christensen’s
work
on
disrup7ve
innova7on.
The
most
important
principle
of
that
theory
is
focusing
on
‘jobs’
that
customers
want
to
get
done.
Because
of
the
speed
of
change
in
the
digital
environment,
businesses
need
to
be
constantly
finding
new,
powerful
unmet
needs
that
consumers
have
and
deliver
on
those
needs.
This
QUICKLY
DISRUPTED
INDUSTRIES
Collabora7ve
will
iden7fy
eight
powerful
jobs
to
get
done
in
the
digital
space
that
can
help
you
disrupt
or
MAXWELL
WESSEL,
CLAYTON
M.
CHRISTENSEN,
DEC
2012,
HARVARD
BUSINESS
REVIEW,
SURVIVING
DISRUPTION
avoid
disrup7on.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
51
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52. WHY ‘STRATEGIES AND TACTICS’?
3.
Iden7fy
strategies
and
tac7cs
to
make
businesses
more
effec7ve
in
crea7ng
value
from
the
delivery
of
their
experience
to
customers
through
digital
technologies.
A
key
tenet
of
Joe
Pine’s
work
on
experiences
is
that
the
delivery
of
an
experience
produces
value.
Since
the
advent
of
The
Experience
Economy,
we
have
been
observing
for
and
cataloguing
strategies
and
tac7cs
that
create
value.
This
study
will
build
on
years
of
experience
—and
break
new
ground.
Your
company
will
come
away
with
new-­‐to-­‐the-­‐world
strategic
frameworks
and
proven
tac7cs
to
deliver
experiences
through
digital
technologies.
This
has
been
a
key
requirement
of
all
Collabora7ves
we’ve
produced.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
52
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53. WHY ‘PROFILING’?
4.
Discover
new
ways
of
profiling
target
audiences
based
on
digital
usage.
As
“in-­‐the-­‐moment”
profiling
becomes
more
and
more
the
norm
for
marke7ng,
basic
assump7ons
about
what
it
means
to
target
a
market
and
to
segment
a
consumer
set
need
to
be
rethought.
A
star7ng
point
for
our
research
will
be
the
difference
between
“who”
profiling
and
“what”
profiling.
And
when
to
use
them.
TARGET
"WHAT"
ACTIVITIES
Focus
Turns
Data
into
Predic7ve
Line
of
Ques7oning
What
Ac7vi7es
How
can
previous
events
help
us
understand
what
this
event
is
likely
to
require
Who
Profile
What
addi7onal
predic7ve
a`ributes
can
we
assign
to
this
user
or
group
of
users
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
53
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54. WHY ‘SHARING DATA’?
5.
Develop
techniques
that
aid
in
helping
customers
feel
more
comfortable
in
sharing
data
with
companies
in
the
right
way
and
at
the
right
7me.
Big
Data
analy7cs
and
product
performance
in
the
digital
age
depends
upon
customers’
willingness
to
share
data
about
themselves.
New
tools
and
technologies
depend
upon
the
willingness
of
customers
to
provide
a
data
trail.
Our
focus
will
be
on
enhancing
techniques
for
deepening
the
rela7onship
between
companies
and
customers.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
54
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55. WHY ‘HOW CONSUMERS BEHAVE’?
6.
Develop
language,
tools,
and
principles
for
understanding
how
consumers
behave
in
an
increasingly
mobile
environment.
Because
if
you
can’t
describe
their
behavior,
you
can’t
design
for
it.
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
55
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56. gostonemantel.com
THANK YOU
Dave
Norton,
PhD
Principal
Stone
Mantel
LinkedIn:
davenortonphd
Prepared
for
The
Digital
Consumer
Collabora7ve
©
Copyright
Stone
Mantel
2013
56
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