Gender on the Net: Why It Matters, Where It’s Missing, How It Should Work

1. LITMUS
Gender on the Net
Why It Matters, Where It’s Missing, How It Should Work
Gender and E-Commerce:
Learning from the 3D World
Broadly speaking, WOMEN AND MEN SHOP DIFFERENTLY OFFLINE. Women’s
shopping is more hedonic and frequent, men’s is more utilitarian. We know this
intuitively from our everyday experience with members of our own gender and
the other. We confront both exaggerated and nuanced versions of this truth in the
media. In sitcoms, movies, and standup, there is a rich parade of stereotypes that
sketch the gender divide: “She be shoppin’, he be waitin’,” in the words of
one comedian.
We might also recognize that consumerism has female and male guises from the
volume and types of print magazines and e-zines successfully targeting women or
men as consumers. “There have always been gender lines in magazine publishing,
but these days they’re drawn more vividly,” writes Business Week. “Advertising Age
just selected its “A-List” of 2005’s top magazines, and...it shouldn’t surprise that the
top six are aimed at women.” (Jon Fine, Business Week online, “Where the Boys
Aren’t,” November 7, 2005)
Finally, we should recognize that advertising addresses and portrays male and
female consumers differently, though how effective ads have been in keeping pace
with gender trends is the subject of much debate. According to Marti Barletta,
AdAge.com columnist and author of the book, Marketing to Women, “The woman
of the house is its Chief Purchasing Officer. She makes 80% of household buying
decisions—including products most people think of as male-dominated, like cars,
computers, and consumer electronics. It’s taken advertisers in these categories a
while to catch on, but just recently I’m starting to see advertising which recognizes
that women are motivated by different messages, get their information from
different sources, and prefer a very different purchase process than men.”
If men and women are widely acknowledged to be different kinds of shoppers, to
have different relationships with shopping as an activity and as a value, wouldn’t
these differences also play out online? Despite early conjecture that the Internet
might neutralize gender, don’t we now know from the sum total of diverse online
activities that women and men engage, pursue, play, self-invent, explore, escape,
and shop in recognizably female/male ways?
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2. Can we prove this with a vengeance for online merchants? Can we also confirm
our suspicion that online merchants for the most part treat their web sites as
androgynous zones, differentiating along demographic lines quite proficiently but
not at all along the he/she line?
Couldn’t gender be the simplest customer segmentation there is for e-merchants?
Scope of Study These questions provoked an extensive study, which led to a sense of urgency
O Spanned four months about a colossal missed opportunity for e-commerce. WE NEED TO GENDERIZE
O Tested in San Francisco and WEB SITES. We need to take advantage of the Web’s potential for customization
Columbus, Ohio markets and use gender as the springboard from some design overhauls that would vastly
O Tracked 326,000 purchases enhance online brand experiences—and conversion rates.
over our quarters
Involved 250 hours of one-
Testing the Prevailing Wisdom
O
on-one engagement with
25 men and 25 women,
Gender stereotypes are indispensable to the media and to the construction of our
ages 25-60
identities, so much so that when gender images fail to reflect or depict real-life
O Focused primarily on
four product categories:
complex roles, as a Leo Burnett study, Metros vs. Retros: Are Marketers Missing
Flowers/Gifts, Apparel, Real Men?, argues they have recently in advertising, the media becomes less
Home Improvement, and relevant and people search elsewhere for reliable touchstones. We decided to test
Consumer Electronics the validity of a few prevailing marketing industry notions about gender and retail
O First presented as The (both bricks and clicks) and were perhaps not surprised to discover that they too are
Gender Agenda as a
not keeping pace with the rapidly evolving nature and role of the Internet.
keynote at the Shop.org
2005 Annual Summit
O Principal Research Partner: True or False?
comScore Networks, a
Offline and online shopping behaviors closely mirror each other.
leading consumer behavior
consultancy, whose Global
Consumer Panel tracks
TRUE, but this has not always been the case.
O Paco Underhill observed in 2000 that women seek with single-mindedness and
behaviors and attitudes
year-round through both then promptly exit the net while men surf in open-ended fashion. Our data
self-reporting and passive showed the opposite, that women’s and men’s online shopping is syncing up with
observation
their offline shopping patterns and preferences, with a few notable exceptions,
O comScore Networks
described later in this document.
provided data from
150,000 online households
on their Global Consumer
Panel, and conducted a
True or False?
custom survey of over 1000 Women won’t ever do significant shopping online because they value their
online participants. sense of touch and the ability to try on clothes and accessories too much. (A
O Jupiter Research and less common, more complex but related assumption is that the Internet was
ForeSee Results also
and is still primarily programmed by men so reflects a male perceptual mode—
contributed custom data.
linear, sequential, reductionist, abstract—versus a feminine mode—holistic,
simultaneous, synthetic, and concrete [Leonard Schlain, The Alphabet Versus the
Goddess]. Hence, women are never going to be that wild about the medium.).
FALSE, but the enthusiastic online female shopper is a relatively recent phenomenon.
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3. O There were more women than men online in 2004. (Pew Internet American Life
Project 2004)
O Women represented 58% of total online spend vs. men’s 42% from April
2004–March 2005. (comScore Networks’ custom Behavioral Panel for Resource
Interactive’s The Gender Agenda, June 2005)
O Women report higher levels of satisfaction with e-commerce sites than men.
(Foresee Results’ custom study for Resource Interactive’s The Gender Agenda,
June 2005)
O The average Internet user takes three years to become fully net-fluent, and
women by and large have been online for three years. (Sarah Lacy, “Holiday
Respondent Stats
E-tailing’s Year of the Woman,” Business Week, January 4, 2005)
O Live in either San Francisco
or Columbus, OH for at
O U.S. women over the age of 40 spend nearly 50% more time each week playing
least five years online games than men (and are more likely to play online games daily than men
O Go online more than once or teens.) (AOL 2005 study)
a week for purposes other O Women on average complete more transactions than men, 2.9 vs. only 2.3 for
than work or email
men over the four quarters ending March 2005. (comScore Networks’ Behavioral
O Made at least two online
Panel April 2004-March 2005)
purchases in the three
months preceding the
study True or False?
O Half of the respondents Women or men clearly dominate certain product categories (online and off) due
were under 40 years of age, to relatively stable product preferences tied to long-standing gender roles.
half over
O In Columbus, half of the FALSE, product categories are front and center in the battle of and for the sexes online.
respondents came from O In Home Improvement, 54% of online shoppers are now women and they spend
household incomes above
$177 per buyer as compared to $165 for men. (comScore Networks’ Behavioral
$50k, half from household
incomes below $50k Panel, April 2004-March 2005)
O In San Francisco, the
O In Consumer Electronics, women now make up the majority of online shoppers.
household income dividing (comScore Networks’ Behavioral Panel, April 2004-March 2005)
line was $75,000 O In Consumer Electronics, however, men still spend 38% more per buyer, and
generally on higher-ticket items, which they research more than women (39% vs.
31% of women). (comScore Networks’ Behavorial Panel, April 2004-March 2005)
O In Apparel & Accessories, women comprise 67% of total online buyers, but men’s
and women’s spending per buyer is comparable. Over four quarters ending
March 2005, men spent $117 to women’s $128, evidence that shopping online
makes even apparel & accessories more enticing to men. (comScore Networks’
Behavorial Panel, April 2004-March 2005)
Probing Deeper:
Emotional Insights Through Meta4SightSM
To reach the emotional substrate of online shopping experiences for men and
women, there was ample reason to approach the subject indirectly, and through
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4. nonverbal means. Why? Because though we recognize the necessity and prevalence
of gender stereotypes, most people are not entirely comfortable invoking them
when describing themselves and the opposite gender. Second, brands live and
breathe— and people have relationships with them—through metaphor.
Resource Interactive’s Meta4SightSM research method probes the largely
unconscious drivers of shopping, since the unconscious, according to some theories,
dictates up to 95% of our behavior. The method owes a debt to Harvard professor
Gerald Zaltman’s “metaphor elicitation technique,” the first patented marketing
research tool in the United States. We drew highly considered responses to
questions about shopping offline and online from collages and journals kept over a
three-week period, and from probing but open-ended interviews.
Cognitive maps were then formed for each gender online and offline as a way to
capture and ultimately disentangle the web of positive and negative associations
people have with shopping both channels. The most dramatic finding was this:
MEN’S PRIMARY EMOTIONAL STATE SHIFTED FROM ANGST-RIDDEN IN
OFFLINE RETAIL TO FEELINGS OF POWER ONLINE.
To represent their feelings about shopping each channel, men cut and pasted
images of traffic jams for offline but of runners triumphantly crossing the finish line
for web shopping. For the latter, they talked of deals being sought and definitively
won, of possessing the advantage of competitive information, of feeling like the
prey offline but the predator online.
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5. Women shifted from chiefly feeling entertained offline, where they viewed shopping
as an important social ritual and sensual journey of discovery, to feeling empowered
online. They relayed their feelings of empowerment not as the conquest of an
invisible foe—as with men, but as the conquering of time, tasks, and personal
limitations. Online, women felt self-paced, a positive shift from feeling pressured
offline to buy and to make their time invested in shopping pay dividends. They also
felt more focused on self-exploration, more uncompromising in their expectations of
service and knowledge acquisition, and deeply gratified by those retailers who had
anticipated their wants and needs.
“I’m searching, you know. I’m trying
to envision what I want. You could say
I know where I’m headed, but I don’t
necessarily know where I’m going to end
up, and that’s half the fun.”
— Veronica, 32
WOMEN ONLINE
“Shopping is great people watching.
My girlfriend and I take breaks between stores
so we can have a drink and see what other people are
wearing. We feed off the energy and ideas and, for a
brief spell, we inhabit this fantasy world where fashion
is the common denominator. It makes us feel we’re
part of this great swirl of humanity, this crazy parade.”
— Kathy, 56
WOMEN OFFLINE
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6. “I like the convenience factor of
shopping online and the sense of control…
the huge power to know…you can comparison
shop ten different stores without having to go
to ten different places. You can find a lot more
information than you would be able to
do in a retail setting.”
— Clint, 26
MEN ONLINE
“There’s so much out there,
boy, I’m really heading into the
retail wilderness. I practically need a
guide. It’s almost overwhelming.”
— Mo, 48
MEN OFFLINE
Behavioral Insights Through Replay UsabilitySM
Resource Interactive’s REPLAY UsabilitySM is advanced usability that pairs the
empirical study of videotaped online behavior with participants’ post-shopping
narration in order to provoke deeper insights into why and how customers engage
with web sites and other online marketing. This practice differs from standard
usability in that moderator interference is kept to a minimum, and the videotaped
replay of a user’s entire session online has the benefit of capturing what might
otherwise be omitted: the less purposive and definitive, and the more meandering,
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7. impulsive, repetitive, and opportunistic. Through several REPLAY sessions, we
discovered two fundamental gender behavioral differences:
Women Scan; Men Dig
O REPLAY UsabilitySM research highlighted two determinants of this behavior. One,
confirming the relevance of cognitive psychology and gestalt theory tenets,
women do more synthesizing and are more visually oriented, and men do more
analyzing online. Two, women are constituent-driven. In other words, they shop
as much for others as for themselves, hence their need to move quickly across as
many options as possible.
O Most of the female participants spoke of their deep enthusiasm for the “View All”
option. (REPLAY UsabilitySM)
O Several female participants cited their preference (and aptitude) for shopping with
multiple windows open simultaneously, clearly a case of “more is more.” (REPLAY
UsabilitySM)
O 65% of women consider online shopping to be like window shopping vs. 46% of
men. (comScore Networks’ 2005 Attitudinal Survey)
O Women are 1.5 times likelier to add items to the shopping cart for later viewing
(carts are a winnowing tool that accommodates women’s stop-and-start shopping
patterns), and are two times likelier to use visualization tools than men. (Jupiter
Research 2005 Consumer Study)
O Men are 20% more likely to use comparison tools than women, and were
observed going to great lengths—and through however many shopping
aggregator, retailer, promo code, and manufacturer sites as necessary—to find the
price range, discounts, and features of their product. (REPLAY UsabilitySM)
O In the Home Improvement product category, men are more likely than women
to: compare multiple products, learn more about product specifications, read
product reviews, check product ratings, and select a manufacturer or brand as a
final shorthand to quality and satisfaction once the other criteria have been met.
(REPLAY UsabilitySM)
Women Expand the Mission; Men Stick to the Mission
O Women are frankly more opportunistic than men online and enjoy the role
retailers can play in provoking digressions. Due to their very entrenched
multitasking behavior, women responded favorably to triggers such as “unique
gifts” because they enable the accomplishment of smaller, less strategic tasks
embedded within larger ones. To be paradoxical for a moment, women are
simultaneously tangential and purposive shoppers. (REPLAY UsabilitySM)
O Women take three times more tangents than men when shopping online, but
most female participants spoke of themes, e.g., vacation, that connected diverse
items. One woman, shopping for bathing suits, ended up buying a kayak. The
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8. one underlying theme that rarely disappears for women, as we have seen, is their
family and/or friends. (REPLAY UsabilitySM)
O Men are twice as likely as women to buy online and pick up their purchase
instore. This could be explained as a motivation to save shipping charges on
large items. But men also rank the availability to ship immediately (and broad
selection) higher in the top five relevant features and benefits than did women.
(comScore Networks’ 2005 Attitudinal Survey) When queried, men stressed task
completion—the need to have the product in hand before it can be checked off
the “to do” list. (REPLAY UsabilitySM) By contrast, several women spoke of the
pleasure of receiving packages long enough after the purchase had been made
for there to be an element of surprise. (REPLAY UsabilitySM)
Currently Catering to Neither Gender
In searching for salient web site features that could accommodate any of the
gendered shopping differences we uncovered, we found that e-commerce is, as we
suspected, largely an androgynous zone. Web sites currently take their design cues
from the assortment—from what is being sold, and less from what brand is behind
the assortment and who is buying it (though persona-based site design is changing
this). Many mass retailers’ home pages, for instance, are reminiscent of old five and
dime storefronts, where as much merchandise as possible was displayed without
regard for unifying principle beyond seasonal promotions. There is much to be
learned from offline retail’s merchandising and branding best practices, and even
more from offline consumer behaviors and attitudes—particularly as they pertain
to the genders, but, again, few online merchants have attained much gender
sophistication or differentiation.
Recommendations:
Fixing First Impressions
The best way to begin leveraging the gender divide online is to debunk the myth
about the genders’ respective aesthetic preferences: men prefer dense pages
of tech specs and women prefer roomy lifestyle-oriented web pages. Resource
Interactive’s aesthetic appeal methodology, @aGlance,SM showed that this myth
likely derived from online merchants’ typical design treatment of product offers
of varying appeal for the sexes. For instance, in Consumer Electronics, where
men make the largest purchases, dense pages of tech specs are assumed to be
men’s preference.
@aGlanceSM demonstrated that the myth contains some truth, but misses the
nuances: in terms of priority, not chronology, men are enticed by product, then
lifestyle, and women are enticed by lifestyle, then product.
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9. O The genders completely polarized over web sites that lacked a product
reference point—men’s least favorite sites, and lacked any lifestyle imagery or
text—women’s least favorite sites. Clever copywriting could entirely redeem
an otherwise too literal, fact-based web page for women and a product
clearly emphasized (whether desirable or not) could redeem an otherwise too
inspirational/aspirational ad-like web page for men.
O 57% of the men studied recalled product attributes and brands, despite the
concealment of logos. They made 20% more “narrow view” mentions, and 15%
more mentions of exact wording.
O Women mentioned their feelings about overall web site design without prompting
31% more often than men. They also made 44% more “wide view” mentions (e.g.,
navigation features) and 75% more color-related mentions.
The Aesthetic Favorite
Of eighteen top-ranking web sites (to minimize bias, Resource Interactive’s clients
were omitted and all brand logos were concealed), Williams-Sonoma.com emerged
as the favorite of both genders due to two factors.
O First, there was a balance between the featured product(s) and lifestyle marketing
(context and copy that goes beyond vital statistics). This is the simplest way to
cater to both genders.
O Second, diverse images on web pages (pages not obviously representing a
theme such as gifting or entertaining, a season, or products “in the spotlight”
as on williams-sonoma.com) possessed a single-narrative potential. In other
words, to borrow from film, there was a logic of montage at work. Generally, in
representing several diverse products, their disparity ceases to be an aesthetic
drawback or distraction if product images can subtly be woven together as a
story, if the lawnmower, deck chairs, and fire pit can be perceived as a montage of
outdoor living. Resource’s @aGlanceSM showed that if the retailer doesn’t provide
the narrative
The @aGlanceSM sessions tested eleven other (antipodal sets of) aesthetic criteria
beyond lifestyle vs. product. In all but one set, the genders’ preferences polarized
to varying degrees. For example, most female participants preferred a slight degree
of variation (compared to men’s preference for consistency), but not so much that
navigation, for instance, seemed erratic. Color per se showed up as various other
preferences—for lifestyle embellishment of product, for accent (women), and for
sharpness (men). Finally, the single exception to the genders polarizing was in unity/
fragmentation; neither responded favorably to fragmentation.
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10. The following chart shows the overall results:
MALE AESTHETIC FEMALE AESTHETIC
PREFERENCES PREFERENCES
SYMMETRY ASYMMETRY
SIMPLICITY COMPLEXITY
ECONOMY INTRICACY
ACTIVENESS STASIS
NEUTRALITY ACCENT
CONSISTENCY VARIATION
EMPHASIS EVENNESS
DEPTH FLATNESS
SINGULARITY JUXTAPOSITION
SHARPNESS DIFFUSION
UNITY FRAGMENTATION
Building Bi-Gendered Web Sites
It is only a slight exaggeration to suggest that factoring in the two genders’ discrete
shopping patterns and proclivities is the simplest segmentation available to online
merchants. If other customer segmentation schemes are being utilized, male/
female shopping characteristics can be appended to make the former work harder.
There are a handful of recently implemented gender best practices online that
warrant mention. Restoration Hardware has used customer personas—specifically
a male, female, and a male/female couple—to chart task-based paths through their
web site. To accommodate women’s tangential tendencies, P&G recently brought
the web site experience to their Head & Shoulders banners by offering product
samples and seven hair care tips “in-banner,” so that women could multi-task while
continuing on their paths.
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11. The newly launched gap.com takes big strides towards bi-gendered marketing by
mimicking offline gender shopping habits. Toby Lenk, president of Gap Inc. Direct,
the company’s corporate catalog and online division, said the mouse-overs and
popup windows eliminated the need to bounce the shopper off her browsing path
each time she needed information…”A lot of this was borrowing metaphors from
the store experience,” Mr. Lenk said. “When a woman walks into one of our stores,
she can process things really quickly. Like when she’s browsing the racks, she takes
a quick look at what the sizes and colors are, picks up something and keeps going.
We’re trying to let her stay with the fashion.” (Bob Tedeschi, “New Approach From
Gap to Cut Down on Clicks,” The New York Times, E-commerce Report, September
12, 2005.)
So What Can You Do?
O Start by creating gendered scenarios that chart customized paths from home
page to checkout while accommodating women’s scanning and men’s digging.
Specifically, on these paths, make comparison tools, product reviews and ratings
handy for men, and visualization tools handy for women. Enable women to
explore and accumulate options, and men to annotate their choices, which they
are doing anyway, online and off.
O Design “comfort zones” that suggest alternate paths for both genders on pages
where differentiation is otherwise not feasible. In these zones, satisfy the female
shopper’s desire for inspirational context and color, and the male shopper’s
penchant for loving scrutiny of solitary products (instead of one-dimensional white
goods on white backgrounds, use photography worthy of a movie close-up, plus
ratings, and more complete compare and contrast info).
O Finally, reinvent the shopping cart so that it acts as a “Shopping Hub” where both
genders can, to paraphrase the Rolling Stones, get some satisfaction. Make the
product addition process “drag and drop” and the product deletion and balance
adjustment process instantaneous for women. Keep the “hub” itself persistent
throughout the site to accommodate better women’s tangents and men’s tireless
searches. Enable annotation of choices (for men) and emailing of lists to friends
for both genders.
Conclusion
It could be said that androgyny, while a legitimate fashion stance, is a short-sighted
marketing strategy. Online, it is the opportunity cost of those retailers’ web sites
designed for the largest undifferentiated audience in a medium whose potential
for customized or niche marketing is unprecedented. While there is a new chorus
of marketing experts exhorting businesses to cease overlooking some of their
increasingly powerful segments—including women, Boomers, and the alpha male
redux—there are few businesses focusing on both genders in a differentiated
fashion. It is no easy task to reconcile a bi-gendered approach to marketing with the
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12. gender identity of the brand itself, or the dominant target audience, which is often
largely one gender or the other. It is a mistake, though, to assume that the Web
does not make this task easier. In this medium, the consumer’s every interaction
reveals preferences, dissatisfactions, obstacles, infatuations, behind which are
male and female shoppers. A phased approach to gendered web site design that
culminates in simple he/she scenarios, aided by software platforms like ATG that
provide mechanisms to model and manage scenarios based on a customer’s profile
and/or actions, will accommodate the very real behavioral differences between the
sexes. As we have learned, most of these gender differences carry over from the
offline world, but one most decidedly does not: men actually enjoy shopping online.
About Resource Interactive
Resource Interactive is one of the nation’s preeminent digital marketing agencies,
helping Fortune 500 companies thrive in the evolving internet economy with
award-winning digital strategy, creative and technology solutions. Known for
its revolutionizing consumer insights, leading edge interactive design and
technological innovation, Resource Interactive is ranked among the top ten
independent interactive agencies in the nation.
Unique in the industry as female-founded, owned and operated, Resource
Interactive has grown over its 28-year history from its first marketing relationship
with Apple to ongoing partnerships with clients such as Procter & Gamble, Hewlett-
Packard, The Coca-Cola Company, Victoria’s Secret, Sherwin-Williams and L.L.
Bean, among others. For more information, visit www.resource.com.
Contributing to this report:
Comscore Networks
comScore Networks provides unparalleled insight into consumer behavior and
attitudes. This capability is based on a massive, global cross-section of more than
2 million consumers who have given comScore explicit permission to confidentially
capture their browsing and transaction behavior, including online and offline
purchasing. comScore panelists also participate in survey research that captures and
integrates their attitudes and intentions. Through its patent-pending technology,
comScore measures what matters across a broad spectrum of behavior and
attitudes. comScore consultants apply this deep knowledge of customers and
competitors to help clients design powerful marketing strategies and tactics that
deliver superior ROI. comScore services are used by global leaders such as AOL,
Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America,
Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United
States Postal Service, GlaxoSmithKline and Orbitz. For more information, please
visit www.comscore.com.
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13. Litmus Test
Circle 3-Yes, 2-Occasionally, or 1-Not at all to evaluate your web site’s gender-
friendliness, its gender EQ (Emotional Quotient), if you will.
1. Can your web pages displaying diverse products tell a single, uncomplicated 3 2 1
tale? (Borrowing from the movies, we’ve called this the logic of montage.)
2. Is there a balance between lifestyle and product focus throughout your site? 3 2 1
3. Have you created comfort zones where the gender least likely to be engaged
3 2 1
can find a sympathetic sensibility, an alternate path?
4. Did you employ gender-inflected scenarios when building your customers’
3 2 1
discrete paths?
5. Can men make product comparisons, read reviews and shipping information
3 2 1
easily, then be reassured about their choices through prominent branding?
6. Can women be tempted by interesting digressions on your site, feel as if they
were merely window shopping and still have easy and fast filtering of the widest 3 2 1
assortment possible?
7. Is your shopping cart multi-purpose and persistent? 3 2 1
How Did You Score
Over 17? Congratulations! Both genders are at home on your web site.
Between 11-16? Room for more gender differentiation—and accommodation.
10 or Less? Your site is one-size-fits-all. You should consider a gender opportunity audit.
343 North Front Street, Columbus, Ohio 43215
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