While preparing for a presentation at recently I came upon some very interesting studies regarding women and email usage. The recently released Pew Internet & American Life Project report, found that "women are enthusiastic on-line communicators" - we concur - women's use of the Internet will continue to dominate.
Everyday I receive emails from friends and family scattered across the globe. These daily updates bring me pictures, poems, anecdotes, humor and a sense of connection. The Pew study states that "women place a higher value than men on what email does for their relationships within the group." As marketers who focus on women we know the power of relationships and women's inherent desire and need to create and sustain friendships, so of course anything that helps us maintain our family, friend and business ties we value.
While the Pew's quantitative study reports the facts and figures I began to look for an explanation of the why behind the numbers. In a study conducted by Hewlett-Packard-Labs, I found it. In conjunction with Carnegie Mellon University, HP conducted a study regarding email and its use for personal relationships. This study delves into THE basic difference between men and women's communication by exploring Human Behavior and Communication theory. I'll save you the academic reading and sum up their findings. In general, men talk to give information or to report (they talk about things --sports, business, food...)--rather than people. They convey facts and focus on solving problems. Women, on the other hand, talk to get information and to connect or gain rapport. They talk about people rather than things. They convey feelings and details. Research has continued to support the finding that these pre-existing communication differences happen in all forms of pre-digital communications so it is no surprise that the same traits occur in how men and women use email. The report uncovers the fact that women are more likely than men to use email to communicate with family and friends - especially if they live far away and the email fits women's expressive style of relationship maintenance, with emotional intimacy and sharing of personal information. The study states that women find email more enjoyable and and useful for staying connected than men, and lastly, email gives women the ability to expand and intensify relationships.
When you view Word-of-Mouth and email through this research lens isn't expanding and intensifying just what you want to accomplish with your WOM programs? And don't you agree that if someone enjoys doing something they will do it more often (in this case using email)? And the extra bonus - they will communicate with details and feeling. Sounds like a no brain-er to me, women versus men as better WOM conduits - women have my vote!
I'll be talking about this study and several other Word-of-Mouth Women facts at the January 19 & 20th WOMMA Conference - so if you need to shake those post holiday blues - or if you are like me - you just want some sun and NO snow, join a snowbird as she descends on Mickey Mouse land!
PS... if you want a preview of the conference, have a listen!
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