What Sogo Thankful Week doesn’t tell us about women’s social mobile and consumption behavior?

(22 Nov, 2013) If you visited Sogo at Causeway Bay in the past week, you will not be surprised that in the sixteen-storey shopping mall, beauty and skincare brands are always the most overcrowded. Women love shopping! Is this why brand marketers should invest more on social mobile platforms to connect with women? Hold on, let’s see some quick facts.

1. Women rule the consumption world!
Evidence: 75-85% of purchase decisions were dominated by women in the US, including electronic products, healthcare, insurance and autos!

2. Ubiquitous connection with mobile
Evidence: 90% of women were with the mobile whenever they went and read about products online every day.

Can you afford missing your brand messages being penetrated into the most personal and intimate part of every woman’s life?

3. Emotional bonding with mobile
Evidence: 64% of women expressed that they were addicted to mobiles while only 58% of men did.

4. Receptivity to brand information on social media
Evidence: While 91% of women hated intrusive ads, near 40% valued promotions and deals of brands as the greatest benefit on social media.

5. Receptivity to emotional exchange and WOM
Evidence: Numerous social psychology studies have showed that women were much more open than men to share emotions and were more susceptible to peer influence.

6. More engagement, stronger virality
Evidence: Near 90% of women likes to share content online. They were 18% more likely than men to interact with brands on social media, such as giving ‘like’.

7. Reliance on mobile in shopping process
Evidence: Near 50% of women preferred seeking advice from mobile to salesmen at stores during the shopping process.

8. Repeated purchases in long run
Evidence: 55% were more likely to make a purchase on brands that they had already connected with on social media.

9. Prospective brand advocates for earned media
Evidence: 53% of women would share photos of their purchases while only 35% of men would.

All researches reflected that leveraging on the characteristics of women’s social mobile lives would be a powerful way to persist sales growth. As women control most purchase decisions, the values of successful strategies would not be only limited to gaining women’s spending, but men’s, too!

References of statistic information:
http://www.shespeaks.com/pages/img/insightreports/
SheSpeaks%20WMI%20Connected%20Woman_06122012091137.pdf
http://www.mobilemarketer.com/cms/news/research/16501.html
http://www.businessinsider.com/how-to-blend-mobile-and-physical-retail-2013-7
https://contentequalsmoney.com/why-you-should-target-women-in-social-media-campaigns/