Winnipeg Free Press - PRINT EDITION
Posted: 02/16/2013 1:00 AM | Comments: 0
Last Modified: 02/16/2013 10:59 AM | Updates
SEATTLE -- Men talk longer and faster than women when using their cellphone to buy stuff from retailers, according to results of a study released Friday by Marchex, a mobile advertising company.
This bit of intel, no doubt, will be pored over by retailers and tech companies hustling to promote so-called mobile commerce, or m-commerce -- the fledging retailing sector that's being hotly pursued by Apple, Amazon.com, Microsoft, Google and others.
ABI Research says the m-commerce market could account for 24.4 per cent of overall e-commerce revenue by the end of 2017, a big leap forward from 2011, when the mobile online commerce market doubled in size to $65.6 billion. That growth is being fuelled by the rapid adoption of smartphones globally and by a push from bricks-and-mortar retailers to reach mobile-device users with sales campaigns and systems, according to ABI.
Marchex aggregated data points from more than 200,000 phone calls placed to U.S. businesses -- the majority of which came from mobile phones -- and found men speak 13 per cent longer on the phone and that they're more talkative.
On average, male callers stayed on the phone for seven minutes, 23 seconds and women for six minutes, 30 seconds. The study also found men spoke more and faster than women did.
The average male caller spoke 236 words per call at 32 words per minute and the average female spoke 227 words per call at a rate of 24 words per minute. The data also showed men tend to make more calls at the beginning of the day, whereas women prefer to make more calls after lunch.
"When more purchasing decisions than ever are taking place through mobile channels, knowing what's true and what isn't can profoundly affect how businesses interact with men and women," says Eric Taylor, senior analyst at the Marchex Institute.
"Madison Avenue has long produced ad campaigns to target men and women," Taylor says. "But gender-based assumptions -- such as women spend more time on the phone than men -- must be looked at dead in the eye and proven with data."
-- USA Today
Republished from the Winnipeg Free Press print edition February 16, 2013 B6
Updated on Saturday, February 16, 2013 at 10:59 AM CST: replaces photo
Have you found an error, or know of something we’ve missed in one of our stories? Please use the form below and let us know.
Having problems with the form?Contact Us Directly
New stock exchange aims for fairer trading
Peugeot Citroen ramps up production in Europe
Housing market healthy despite listings influx, experts say
AFL-CIO, Chamber of Commerce clash over trade before Senate
Mac & cheese colour to be all real
Unemployment falls in just 23 US states as hiring slows
US stocks waver as corporate earnings roll in
U.S. high court rules 7-2 against gas traders
Balanced budget blueprint anchors Tory hopes
Lilly Pulitzer's family couldn't beat the rush at Target
Canadian Pacific reports Q1 growth
AP Newsbreak: No federal protection for bistate sage grouse
Beaver blamed for knocking out power to thousands in Maine
Loonie drops, TSX falls early Tuesday
Arkansas cities push back against laws cast as anti-gay
Celestica gets new work from Honeywell
CEO of largest bank in bailed-out Cyprus to quit
Verizon tops 1Q profit forecasts
Bird flu takes biggest toll yet as virus hits chicken farms
Greek municipalities outraged by state move to use funds
Hard Rock Cafe removes 'rock star' orangutan ads in Malaysia
NYC subway ridership grows to highest point in 65 years
Teck Resources slashes dividend
Toyota adviser nominated for Japan central bank board
German investor sentiment edges down on global fears
DuPont beats 1Q profit forecasts
Loans for newcomers to be part of budget
US business group in China urges more transparency, access
Why McDonald's is still a powerhouse, despite troubles
Stronger markets boost earnings at Swiss bank Credit Suisse
Biden, energy secretary visiting Philadelphia utility
Japan's maglev train breaks own speed record at 603 kph
Japan mulls 2018 moon landing, seeks to keep up with rivals
S Carolina paper's domestic killings series wins Pulitzer
Blue Bell Creameries issues recall of all products