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
Apartment unit in Village firm’s latest success
Amid bird flu outbreak, turkey farmers increase security
Rates for US Treasury bills edged up at weekly auction
No 'narsisstics': Music festivals ban fans' selfie sticks
Jay Z, Madonna, Minaj among owners of new streaming service
Amazon tests drones in British Columbia
Mexican growers offer 15 pct in Baja farm strike
'Home' tops 'Get Hard' at box office with $52.1M debut
Volvo Cars plans to open its first US plant
Ex-FBI agent sentenced to 10 years in Afghan scheme
How the Dow Jones industrial average fared Monday
Most actively traded companies on the TSX
Va. board OKs $361,000 fine against CSX for 2014 derailment
BNSF railroad adds new safety rules for crude oil trains
Norcraft and Auspex are big market movers
Stocks gain on encouraging signs in spending and home sales
Paterno estate's contract breach lawsuit tossed again
Honda Canada planning first European sales
Ottawa doesn't renew grain requirements
Michigan entrepreneur claiming idea for Heinz Dip & Squeeze
Teck Resources denies Antofagasta talks
Hearing about Chinese drywall damage scheduled for April 28
Officials examining why plane landed short of Halifax runway
Tesla to unveil new product - likely a battery - next month
Strong interest in Future Shop spots Calloway
Target Canada branded items sell for $2.2M
Amazon.com offering to help get jobs done around the house
Ferry operator Stena Line tests running ship on methanol
StubHub files lawsuit against Ticketmaster
McDonald's to test all-day breakfast beginning in April
Federal agents charged with stealing digital currency
Dunkin' Donuts eyes shift to all cage-free eggs globally
Future Shop closure part of retail evolution
Lincoln Continental, the car of presidents, is returning
Review: New HTC One phone is strong contender
Business forecasters boost 2-year outlook for US economy
UnitedHealth bulks up for prescription drug cost battle
GM ignition switch death toll rises to 77
SEC files fraud charges against Lynn Tilton, firms