Knowing the psychological profile of women your brand targets with search optimization and paid search ads will produce better insight into the technology that will capture her attention, and help identify the message that resonates most. Some 74% of women calling themselves tech savvy say technology remains important, but only 20% are the first to find and try new gadgets. How do you message tech-savvy women not willing to try something new?
A recent study from Insights in Marketing (IIM) reveals information about how the psychological makeup of women correlates with their approach to technology, the Internet and social media. The findings come from interviews with 3,400 men and women between the ages of 18 and 67. The study reveals that there are five types of women — each with their own views, personality traits and behavior toward technology. The most tech-savvy tend are either achievement oriented or excitement-driven, and the least tech-savvy women seeing predictability or feel overwhelmed in this lives.
It may sound obvious, but understanding who is behind the device and why they use it makes the search message work. Behavior plays an interesting role in how women view the use of technology. The 23% of early adopters are experimental, open and spontaneous. The 17% of tech-dependent women are successful, driven and conflicted. The 23% who are looking to simplify their life through technology are traditional, consistent and devoted. The 17% who are hesitant and guarded about sharing personal information are realistic and overwhelmed. The 20%, dubbed “cautious Camille,” are cautious about technology, yet feel happy, balanced and fulfilled.
While “cautious Camille” is happy, balanced and fulfilled, she is motivated by having a plan and sticking to it. She wants to live a purposeful life and keep events on the correct path to maintain a calm and happy sense about life. About 64% of respondents said tech makes their life more organized; 60% said they are comfortable trying new technology; 52% rely on others for tech advice; 46% can figure out new technology without problems; and 72% use tech as a way to make life easier.
The majority of respondents said they can live without the Internet. Some 41% said they would feel disconnected vs. 49% on average. About 39% view going online as a favorite pastime vs. 49% on average. They don’t really think of going online as a way to meet new people. Only 22% said the Internet is a good way to meet new people vs. 32% on average. This group of women use Facebook the most and Tumblr the least.
The study suggests that the 23% who fall into the category of “Simplify My Life Sally” are characterized as traditional and motivated by developing close bonds to those who share their belief system, and only use new technology if it makes their life easier. Some 88% believe people share too much private information on the Internet, but 85% place value on finding new products to buy. These women are more likely to use a smartphone (62 percent) than other women, but 50 percent will always keep a household landline telephone, no matter how much they love their cell phone service.
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