Marketing to Women: Women Talk, Text and Shop on their Smartphones

January 7, 2011 § 1 Comment

With the explosion of mobile devices and the reports coming out of the CES Show in Las Vegas, it is interesting to see who is actually using their phones the most.  Nielsen just came out with timely information on our use of all those mobile devices.  While smartphone usage is now one in three, with all the new devices coming out, we will see smartphone usage explode.  Here are some 2010 facts (meaning they will be changing soon):

  • Number of Mobile Phone Users 13+:  228 million
  • Percent of U.S. Mobile Subscribers with Smartphones:  31%
  • Number of mobile phone web users:  83.2 million

Women Have More to Say

  • Female mobile phone users talk 28% more than men, spending 818 minutes per month (compared to men’s 640 minutes)
  • Female mobile users text 29% more than men, sending and receiving an average of 716 texts per month (compared to men’s 555 texts)
  • And we love our apps.  Currently the average number of apps on a phone is 27, the better to do our planning and saving.

How we spend our Mobile internet time

  • Email – 38.5% of time
  • Social Networks – 10.7%
  • News/Current Events – 7.2%
  • Search – 6.3%
  • Portals – 4.6%
  • Entertainment – 4.3%
  • Sports – 4.1%
  • Music – 4.0%
  • Videos/Movies – 3.0%
  • Weather – 2.8%

Women’s Use of the Smartphone for Shopping Grew Exponentially During the  2010 Holidays

  • More than a third of women used their phones as an important shopping tool, compared to 28% of men
  • Some 62% were looking for price comparisons, and 46% used them for price comparison in store

Teens Are The Texting Tornadoes

  • Mobile phone users 13-17 receive an average of 3,705 tests per month
  • The next highest group of texters are 18-to-24-year-olds.

In the Phone Wars (iPhone v. Android v. Blackberry), here’s the top 5 of smartphones people own:



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