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Mobile Marketing

Females Found to be More Smartphone Savvy than Males

Misinformed stereotypes often tell us that
technology is a man’s domain. This rather lazy assumption clearly ignores the
work of incredible women in the space. Women like Ada Lovelace who was
considered the first computer programmer and a visionary in her field (no mean
feat when you considered she died in 1852 at the age of just 36), or Katherine Johnson
whose genius helped land the first humans on the moon.

These women continue to inspire an incredible
group of highly influential female business leaders in the tech industry. Women
like Sheryl Sandberg (Facebook), Susan Wojcicki (YouTube), and Belinda Johnson (Airbnb) are all at the top
of their game and should prove; once and for all, that high-tech business is
not exclusively a man’s world.

Women
Are Still Under-Represented in Technology

OK, we shouldn’t get too excited about
women in tech yet because we still have a long way to go. Despite the
remarkable achievements of the aforementioned female pioneers, women are still
highly under-represented in the tech sector. Statistics
suggest
that women only represent 16 percent of the global technology
workforce.  In the US, the situation is
even worse with reports suggesting women are leaving the industry faster than
they can be replaced.

This is a real shame because when you look
at how people use technology, there are many areas where women dominate the
space. This is especially true in the smartphone environment.

Women
Spend More Time on Mobile Devices than Men

According to research by the UK data and
insight company UKOM,
women spend more time accessing online services via mobile devices than men,
with more than two-thirds of their time online spent on their smartphone or
tablets.

Women spend 39 percent more time engaging
with social media channels on their smartphone than men. Huge time differences
can also be seen on retail sites and apps (67%), viewing photographs (71%), and
health-related services (29%).

Highlighting the way women use their
devices, Julie Foley, UKOM’s Director of Insight said: “Women, with their more natural desire to connect with friends and
family, as well as their predilection for shopping, play a much bigger role in
driving internet use on smartphones. Phone conversations as a method for
sharing information and catching up are increasingly being usurped by
smartphone apps such as Facebook, WhatsApp, Instagram, and the like. Men still
use these services on their phones, but just not to the same extent.”

Moving away from, what many would consider,
outdated and perhaps patronizing gender-based stereotypes (females like to talk
and shop), women also spend more time on the mobile devices doing things you
might stereotypically assume were “male” pastimes.  For example, you might be surprised to learn
women also spend upwards of 30 percent more time gaming on their smartphones
than their male counterparts.

Women
and Gaming

Women outnumber men when it comes to gaming
on their smartphones with 60 percent of women questioned in a survey
stating that they played games on their devices on a daily basis, compared to
just 30 percent of male respondents.

In an environment where more than 75
percent of apps are only used once following download and activation, this
statistic is incredibly important. If an app is ever going to be profitable,
recouping the considerable cost of its development and marketing, it needs to
be engaged with frequently. This is true regardless of how it is monetized –
via advertising, in-app purchases or even premium downloads which rely on
positive reviews and word-of-mouth (social) marketing to make a big enough
impact.

Time
and Money

According to this
report
, female consumers are much cheaper to acquire via mobile than men
and they are also more likely to make in-app purchases.

The average cost to acquire a female
consumer who will complete a purchase on a mobile device is around $56.58,
while it costs almost double that to acquire an active male user. Nearly 12
percent of female users will make an in-app purchase compared to 11 percent of
men. When that single percentage point equates to millions of downloads and activations
– the cash generated from these sales is significant.

It a
Lifestyle Thing

You could argue that the smartphone
environment suits so many women because it fits in with their lifestyles. It’s
a social environment that fits in your back pocket or purse and enables users
to engage with it while also juggling careers, family, and the 101 other things
that women do. We already excel at multi-tasking; the smartphone just lets us
multi-task more.

As the smartphone becomes more prevalent
around the world, it also opens up opportunities to women who might not have
had access to digital services and the advantages of the online economy before.

Further Reading: BRICS:
A Smart Future Built on Affordable Devices

Why is This Important?

When app developers realize that their
customer-base is increasingly female – it creates more opportunities for women
to work in the industry. When the people who create and market your apps look
more like your audience, you are always going to stand a better chance of
creating something that really connects with your audience.

Ultimately, people buy from people they
like and identify with – so isn’t it about time you started mirroring your most
lucrative audience in your organization.

Better
Targeting

Digital Turbine can help your app reach its
target audience regardless of gender, geography or demographics. Our deep relationships
with global device manufacturers and mobile networks ensure your pre-loaded
apps target the right people, on the right device, at the right time.

Talk to one of our pre-loading experts
today about your next app marketing campaign.

Marissa Camilli

By Marissa Delisle

Marketing Specialist

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