Marketing to Women: Is the iPad mini what women want?
October 29, 2012 § Leave a comment
For those who were speculating about the success of the iPad mini, don’t speculate anymore. It seems that the iPad mini may be sold out online based on the two-week delay in shipping currently.
But who is buying it? According to Quartz, Apple is targeting women. The advertising planned for the iPad mini is being placed in women’s magazines and television shows that cater to women like the Today Show.
While the iPad has been embraced by consumers, men seem to prefer the iPad (53% ownership) versus women’s 57% preference for e-readers (such as Kindle). Women embraced the Kindle for its size, portability and usage as an e-reader. But the new iPad mini seems to level the playing field.
I carry big handbags so my iPad fits in nicely, but for many women, the handbag test would rule out the regular iPad. But the new iPad mini is just like Goldilocks said – “It’s just right.” So watch out, this holiday season, as women are charging through their holiday shopping, it may be on an iPad mini.