women 2.0 2.14 fran maier
TRANSCRIPT
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Embracing the Female Consumer
February 14, 2013
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My Journey1989 - 1993 1994 1995 - 1998 1998 - 2001 2001 - 2011 Present
Lesson #1Embrace the Female
Consumer
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Nearly 20 years ago . . .
1995: Less than 10 % of Internet
Users were Women
April 1995 Washington Post
Now: Near Parity
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1995
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Women Dominate most of the Social Web
Pinterest 82
59
57
50
29
% Women
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Women are Shoppers and Buyers
0
25
50
75
100
Internet Users Internet Buyers Transactions Dollars
58.261.157.949.8
41.838.942.150.2
Men Women
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Key Category SpendersShare of Dollars
Apparel, Accessories, JewelryToys & HobbiesHome & Living
Books, Music, VideosVideo Games/Consoles
Electronics & ComputingFlowers, Greetings, Gifts
Events & Movies
0 20 40 60 80
44
46
49
56
61
62
67
71
56
54
51
44
39
38
33
29
Men Women
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75% + Buying Power
1 0
• 75% of women identified themselves as the primary shoppers for their households, according to MRI’s Survey of the American Consumer in Fall 2011.
• U.S. Women reported “controlling” 73% of household spending according to a study from the Boston Consulting Group
• Women control more than 80 percent of U.S. spending according to Fast Company.
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Purchasing Power$5 Trillion
• 93% Food• 93 % OTC Pharmaceuticals• 92% Vacations• 91% of New Homes• 89% Bank Accounts• 80% Healthcare• 65% New Cars• 66% PCs
Lesson #2Go “Get” Her
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She’s Turning to the Web to Connect
Social Networking
IM ing
Retail
Online Gaming
Photos
Education
Community
0 5 10 15 20
2.2
1
1
2.7
2.9
11.3
16.3
1.8
0.8
0.8
2.2
2.4
10.4
11.7
Men Women
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And to Get Things DoneProductivity is a key reason women go online
Women are motivated by the need for information that saves time and money
Many sources describe women as “seekers” on the web
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Respect Her DifferencesAge/Life Stages
Profession/Work
Parenting/Children’s Ages
Marital Status
Attitudes
Location
...and so much more.
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Listen and Learn
Deliver and Communicate product value
Solve a problem
Respect her time and needs
Earn Trust
It really doesn’t have to be Pink
Lesson #3She’s Going Mobile
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Women Going Mobile
0
15
30
45
60
Smartphones Tablets
4944
5156
Men Women
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More Social on Mobile Games Too
0
15
30
45
60
Traditional Social
53
4047
60
Men Women
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Looking for Mobile Value
Lesson #4She’s Global
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The World is Approaching North America
Lesson #5 She’s You
You Rock
8.3 Million Women-owned businesses
550 Women-owned businesses open each day
Employing 7.7 million
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Still a Disconnect
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Women Are Only8% of venture-backed founders
11% of venture partners
15% of angel investors
9% of board members (most boards do not have any women)
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What You Can Do About ItUse Your Advantage, Grow your Market
Help One Another - create the virtuous cycle
Do the Deal: Invest, Support, Partner
Find Male Champions
Invest in Yourself
