November 14, 2011
Always-On Women: How women are using technology today
The top three must-have mobile phone functions for women: making calls, texting and taking pictures and videos, according to a survey we conducted earlier this year in partnership with Advertising Age. While the top two are no-brainers, it’s notable that women were more likely to cite the ability to take pictures and videos (37%) than accessing the Internet and e-mailing.
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, and as smartphone cameras get turbocharged, it can record quality images as well as video. 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. These micro-moments or micro-achievements, which were rarely chronicled before, are not only recorded but shared in real time via email, text, Facebook or, increasingly, a photo-sharing app. For brands, there’s opportunity to better embrace, encourage and leverage this behavior.
These findings and more are featured in “Always-On Women,” a white paper released today that’s the result of a JWT partnership with Advertising Age. The paper—based on a quantitative study in the U.S. conducted using SONAR, JWT’s proprietary online research tool—examines women’s tech attitudes and behaviors, breaking them down by device (mobile phone, PC, tablet). It also explores marketing opportunities and strategies for reaching women via digital platforms.
Click here to download “Always-On Women” from the Ad Age website. Go to page 18 to find JWT’s Action Steps for Marketers.
We’ll highlight more findings from this survey later this week.