My friend Mike sent me an excellent article published on Bandt which unfortunately I cannot link because it requires a subscription. It’s about what (Australian) women really want, and it’s written by Catherine Heath, strategic planner at Young & Rubicam. Among the other things, Catherine writes:“The new woman is a complex combination of smart, focused and radical, traditional, committed and feminine. She is rewriting the rulebook on how brands can to talk to her. (…) Women want the same things as men, last year in Australia, women bought 60% of iPods sold. (…) Women’s need to share is fundamental and applies equally to consumer behavior as to life. (…) A woman won’t complain about a bad experience—she’ll simply leave. Ninety-six per cent of women will discard a product or service without complaining.”
If you’re really interested in the topic, last March Fairfax Digital published a similar article which just requires a free registration to be accessed.
A new research by consulting firm Zelos Group found out that the wireless data and entertainment industry isn’t paying attention to women and young adults. Despite the segments’ interest in paying for mobile content, the services offered by the market aren’t meeting their expectations. As RCR Wireless News explains, a significant number of mobile games are focused on standard male interests like sports and warfare, while only a few pay attention to what women want.
Mobile gaming is becoming a big business, and the industry is working in order to attract new gamers, women. Jo Twist writes today on BBC NEWS that mobile gaming in the UK will be worth more than �50 million in 2003, however games makers still have to break some stereotypes. Game are not only for men, women are welcome playing to! The article is interesting since it also allows readers to express their opinion on the matter.
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