Multi-screen Mrs and misses: An untapped opportunity
Bec Brideson, owner and director of female-focused marketing company Hello I’m Venus argues brands need to work harder to deliver to multi-tasking women who use multiple screens as an extension of themselves.
Every day, screen-based technologies are becoming further intertwined with human behaviour, and it’s becoming increasingly apparent that one screen just isn’t enough these days.
In the lead up to last year’s Olympic Games, it was confirmed 40 per cent of viewers would follow results on more than two screens (according to techbargains.com), a figure that’s surely set to grow for the next games.
This comes as no surprise when Mi9 has reported 69 per cent of Australians ‘multi-screen’ in front of TV. It seems compulsive connectors (women especially) love being a simple tap away from their friends and family — even while engaging in entertainment.
and…..
Odd chaps women. Glad someone explained them to me.
so you take a unisex behaviour, give it a fem label (screen queen) and magically it becomes a marketing-to-women thing?
All the above…
So many questions raised……so few answers…..
You are referencing stats from techbargains.com?
Another Opinion piece that just reels of the facts and provides no real opinion.
I think you need to rename this section to MediaWiki.
Women like shopping? This is a game changer for me…:)
I just can’t let this kind of misleading use of research pass by.
’89 per cent of people said tablets are the perfect complement to TV, and 63 per cent said they were the perfect replacement — that’s right replacement. Additionally, 94 per cent reported using their tablets during commercials.’
This should be clearly labelled or couched as people who have a tablet, which is, depending on which survey you believe somewhere around 35% of the 15+ population. Unfortunately those numbers don’t look nearly as exciting.
My guess is this is another online panel survey, purporting to be representative of the population whilst really just representing the group of odd souls who have self-selected themselves to be a semi-professional respondent. Please don’t use online panels to measure online behaviour, the data is rubbish.
The fundamental error is this: Scientific research, yes science, has proven there is no such thing as ‘multi-tasking’, nor an ability for women to do it better than men. It is theoretically impossible for the brain to do.
The only difference in ability relates to prioritisation of tasks (mis-represented as multi-tasking) and this is marginal (and learnt through gender-based roles).
Everything about a “Female-focused marketing company” seems very wrong. It comes off as lazy and inaccurate research with a pink wash.
This behaviour and poor strategy only encourages the gender bias.
Why not actually spend the time and money gaining quality data on what “People” need.
Apart from – Women have been described as ‘the fastest growing economy’ none of the other mentioned stats apply directly to women?
You cannot just create naff buzzwords like ‘screen queen’ and ‘digital divas’ and add it to the end of AOL and techbargains.com surveys.
I don’t know any women who would consider a screen to be an ‘extension of themselves’.
A (female) friend here just commented that she finds this article somewhat demeaning to women. Which is ironic given the source.
In her words, “People are people. Sell to people, not gender, and it will come down to product quality and worth instead of how gender-focused your marketing is. If you have to cajole or convince users to use a product, maybe it just isn’t what is needed or wanted”.
Hmmm, most of the men who commented on this post are very defensive. Bob the bunny even used science in a lame attempt to convince us that multitasking doesn’t really exist. The simple fact is women shop more than men. More than 70% of all purchases are made by women. The other 30% are shared decisions or made by lonely, single men and same sex relationships. So the idea of an ad agency that caters to the tastes of women is not as crazy as it sounds (Plus Bec Brideson is smokin’ hot!) Please don’t be offended, but you boys should read ‘the art of war’ and pay particular attention to the bit about using women to win a battle. After all, marketing is war.