CO-WRITTEN / PARTNER | Staff Reporter, Australia

Consumer behaviour: How different are men and women on the internet?

An emma study tackles the differences in online behaviour for men and women.

We’ve looked at QSR attendance differences between men and women several times, the skew towards men for both frequency and amount spent, how women are more likely to go for healthy choice brands and some of the other attitudinal differences. All these factors give a market team clues on how to subtly shift tactics when tailoring the marketing message and products or services to this very basic demographic difference.

When it comes to delivery of your marketing message what are the behavioural differences between men and women for how they consume online content. According to results from the emma survey women are more likely to get involved with double screening or using social media to interact with a TV program or brand / advertisement. Downloading and streaming habits are dominated by males except for E-books which are a low incidence item.

Strategy comes down to deciding where and how you’re going to play the game. Online and social media encompasses a lot more than the above behaviours but by thinking through how you engage your brand and the messaging for different groups whether it be by age, sex, location or a custom segmentation model there should be a resulting lift in effectiveness metrics and ultimately ROI.

For more information on the emma survey, QSR consumer habits and traditional or digital media contact Ipsos: ben.coulston@ipsos.com

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