So many women are using digital and mobile tools it’s hard to target all of them. Here’s a look at the mobile warriors as well as the more casual,utilitarian users.
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 emailing.
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.
Download: Always On Women
Date: November 2011