Male and female consumers show striking similarities in mobile usage attitudes and behaviors.

use a mobile device to research before making a purchase

However, mobile marketing is growing in popularity among

both male and female consumers between the ages of 26-49 in the United States.

Satisfaction with Mobile OfferingsSATISFACTION LEVEL MALE FEMALE

Satisfied 39.0% 38.4%

Neutral 31.4% 28.3%

Dissatisfied 9.6% 7.3%

Don’t Know 20.1% 26.0%

G e n d e r - S p e c i f i c M o b i l e b e h a v i o r

32.29%of males

29.82%of females

16.7%of males

19.6%of females

Despite the hype of location- and time-based services, only

want marketing messages sent to them based on their current location.

SurVEy DEMOgrAphICSData refers to 1,126 survey respondents

(415 males and 711 females) in the united States

between ages 26-49.

are more likely to use a mobile coupon than a traditional coupon.

23.8% of Males

29.8% of Females

NOT SO DIFFErENT AFTEr ALL

M o b i l e at t i t u d e S DELIVEr whAT bOTh gENDErS wANT

say it is very important that the company offering

my favorite products/services communicates

with me through my method of choice.

56.4%of males

59.1%of females

Is Mobile Marketing The Great Gender Equalizer?

Cpg marketing in all of its forms has traditionally targeted the female consumer. yet, new findings from the 2014 rIS/Cognizant Shopper Experience Study suggest that mobile marketing is just as likely to open doors in both the physical and digital worlds to male shoppers… and their revenue.

i n f o G r a p h i c

Smartphone and/or Tablet Activities by gender

S c r o l l f o r M o r e

50.4%

35.1%

of males prefer mobile websites

of males prefer to purchase through mobile apps

74.5 73.8

61.7 58.6

57.6 57.1

62.7 56.4

57.8 47.4

45.8 42.8

46.0 48.4

74.5%73.8%

57.6%57.1%

57.8%47.4%

45.8%42.8%

48.4%

62.7%56.4%

61.7%58.6%

0 10 20 30 40 50 60 70 80

46.0%

Browse/search for products

Access product ratings/reviews

Purchase products

Price checking/matching

Manage loyalty program(s)

Scan barcodes

Access mobile vouchers

femalemale

To win in an omnichannel world,

Cpg marketers must put themselves in the consumer’s shoes — no matter his or her

gender. Mastering mobile marketing and execution

presents an opportunity to integrate and enhance the

end-to-end shopper experience for a growing group of

revenue-generating, tech-savvy consumers –

MEN.