Women are more active mobile users and bigger mobile spenders 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 gender driven initiatives such as a pink product launch, failing to effectively connect with young women in the long term. We call this the Pink Phone Syndrome. This briefing answers the following questions relevant to mobile and women:
1. Why does the Pink Phone Syndrome exist among mobile brands?
2. What is the role of women in purchase decisions and what influences women buyers?
3. How can marketing avoid stereotypical gender differences to focus on women?
4. How can mobile brands successfully involve women in the marketing process?