1. technology and computing
2. consumer electronics
3. telephones
4. mobile phones

INFO G RAPHIC
Is Mobile Marketing
The Great Gender Equalizer?
CPG marketing in all of its forms has traditionally targeted the female
consumer. Yet, new findings from the 2014 RIS/Cognizant Shopper
Experience Study suggest that mobile marketing is just as
likely to open doors in both the physical and digital
worlds to male shoppers… and their revenue.
Male and female consumers
show striking similarities
in mobile usage attitudes
and behaviors.
29.82
%
of females
32.29
%
of males
use a mobile device
to research before
making a purchase
S u r ve y D emo g r a p h ics
Data refers to 1,126 survey respondents
(415 males and 711 females) in the United States
between ages 26-49. Gender-Specific
Mobile Behavior
However, mobile
marketing is growing
in popularity among
both male and female
consumers between
the ages of 26-49 in
the United States.
N ot S o D iffer ent A fter All
Smartphone and/or Tablet Activities By Gender
74.5%
73.8%
Browse/search for products
50.4%
M o b i l e At t i t u d e s
of males73.8
prefer to
74.5
delive r w hat bot h gende r s want
purchase through
mobile apps
Access product ratings/reviews
61.7%
58.6%
61.7
58.6
Purchase products
57.6%
57.1%
57.6
57.1
56.4
%
of males
56.4
say it is very important that the company offering
my favorite products/services communicates
with me through my method of choice.
35.1%
62.7%
56.4%
Price checking/matching
62.7
59.1
%
of females
of males prefer mobile websites
57.8%
47.4%
Manage loyalty program(s)
Scan barcodes
45.8%
42.8%
Access mobile vouchers
46.0%
48.4%
male
female
S CROLL
FOR
M ORE
57.8
23.8%
of Males
29.8%
42.8
45.8
of Females
46.0
Despite the hype
of location- and
time-based
services, only
Satisfaction with Mobile Offerings
47.4
SATISFACTION LEVEL MALE FEMALE
Satisfied 39.0%38.4%
Neutral 31.4%28.3%
Dissatisfied9.6% 7.3%
Don’t Know
20.1%
26.0%
are more likely
to use a mobile
coupon than a
traditional coupon.
48.4
16.7
%
19.6
%
of males
of females
0
10
20
want marketing
messages sent to
them based on their
current location.
30
40
50
60
70
80
To win in an
omnichannel world,
CPG marketers must put
themselves in the consumer’s
shoes — no matter his or her
gender. Mastering mobile
marketing and execution
presents an opportunity to
integrate and enhance the
end-to-end shopper experience
for a growing group of
revenue-generating,
tech-savvy consumers –
M E N.