Women are the biggest consumer market worldwide. I have composed a white paper to discusses issues, which should be considered for the management of products and services in the internet.
Women are responsible for over 80% of all consumers spending: they buy almost all household goods and influence every major private investment substantially. Also they are often the main earners in a household (34% of all German households have female main earners).
Tom Peters thinks: “It is a ridiculously rare corporation that takes advantage of the women opportunity. What a costly mistake.” For some years now, companies have tried to better address women by changing their products or their presentation. Experience is positive even if companies with many regular male customers need to make sure they keep them.
I believe that many products and services in the internet world do not cover women behavior sufficiently. Women use the internet nowadays as intensively as men do, but they use it differently. Most product managers including myself are male, however.
The purpose of this white-paper is to highlight, how internet products and services should be altered to reflect needs of women over 25. I have composed a list of five requirements, which products and services in the female internet must fulfill:
To do so I have read major publications about “Marketing to Women“. And I also did a field study. Altogether we scanned hundreds of websites to understand whether women’s requirements are fulfilled and what could be improved.
Get the white-paper “The female Internet” here.
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