Women And Mobile Handsets

Overview
Women are more active users and bigger spenders of mobile compared to men. Teenage girls drove growth of texting and are leading growth of messenger apps among other app categories. However, every time a mobile brand reaches out to young women, their actions are restricted to a pink product launch, failing to effectively connect with young women in the long term. This briefing answers the following questions relevant to mobile and women:

1. Why should mobile brands pay attention to the female market?
2. What is the Pink Phone Syndrome and what causes it?
3. What is the role of women in purchase decisions and what influences women buyers?
4. How can brands target women based on interests rather than gender differences?
5. How can mobile brands successfully market with women, instead of marketing to them?