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Website design - Gender preferences

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Research by Glamorgan University shows that men and women both design different websites and also prefer different website designs

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Why men and women don't agree about websites:油 the secrets about men and women's web preferences G Moss and R Gunn Internet World 17 May 2006
Good news! Lots of pictures, so no danger that, following lunch
Web design: important gap E-commerce is in a high growth state: usage - 934 million in 2004; 1.35 billion in 2007 2002 2004: 50% increase in Fs shopping online: 17m -> 28m shoppers (Forrester, 2004)
Satisfying the customer Business survival depends on shaping products and services around the unique and particular needs of the customer (Hammer, Reengineering the Corporation, 1995)
Satisfying the customer: Gender Many markets segmented -> male and female markets Female : grocery, furniture, books, small electrical, OTC medicines, domestic property, cars Male : SLR cameras, computers, petrol
Satisfying the customer: Gender $ 64k question Do men and women like the same kinds of design?
Web design (Moss Gunn) Compared M and F-produced web sites. Rated sites across 2 main measures (23 variables): Visual Language 30M and 30F in UK 90M and 90F websites UK, France and Poland
Results UK / France / Poland p < 0.001 Male / females in images p < 0.001 Inanimate / animate p < 0.05 Regular / irreg typeface p < 0.001 Colours in typeface p < 0.001 Conventional layout p < 0.05 Predominant colours p < 0.001 Lines / round p < 0.001 Pictures 2D or 3D p < 0.001 Tone of words p < 0.001 Expert language p < 0.05 Own achievements p < 0.001 Denigration p < 0.001 Site map
A comparison of the male and female tendency to use straight lines : UK
A comparison of the male and female tendency to use large numbers of typeface colours : UK
A comparison of the male and female use of informal / formal language or a combination of both: UK
Male website example : 1
Male website: example 2
Female website example: 1
Female website example : 2
Web preferences 67 respondents (38M + 26F): Men prefer male-produced websites Women prefer female-produced websites
Causes of differences Evolution of visual skills in response to division of labour from 1.7m 10,000 BC (from lower palaeolithic to end of Pleistocene epoch).
Implications Books Groceries Higher Education Beauty
Books Sector with second largest number of e-commerce shoppers in US (Nielsen Media Research Study, 1999) M / F near parity US (Nielsen 1999) 55% of online consumers = F; UK 56% of paperbacks bought by F (Mintel)
Amazon
Merlin
Groceries Online parity between men and women shoppers (Research and markets, 2002) Tesco market leader in UK with 27% of the market, 10% above its nearest rival (TNS, Feb 2004) www.tesco.co.uk
Tesco
Asda
Toys
Universities Competitive market M/ F near parity (Fs= 53% of ft u/gs and 66% of p/t ) Analysis of 32 HEI websites: 30 with overall masculine orientation
油
油
University web designers 73 19 7 74 University websites (%) Interview response rate (%) M + F F M Gender of person(s) designing the University websites
Beauty Beauty Predominantly female market Men are half as likely as women to have health and beauty treatment
Beauty
Beauty
Beauty 73 4 18 78 Beauty salon websites (%) Interview response rate (%) M + F F M Gender of person(s) designing the companys website
IT professionals 29 71 IT operations, technicians 17 83 ICT Managers 16 84 Software professionals % Females % Males Occupation
Conclusions (1) Differences in M / F production aesthetics Differences in M / F preference aesthetics
Conclusions (2) Massive implications for e-marketing to M and F Implications for recruitment of IT professionals
Final conclusions Need to spread the word, even if it shatters cherished conceptions about optimal design....
Media coverage 80 US newspapers (Wall St journal; NY Times; Washington Post) BBC, Times Higher Education, Western Mail, Director Magazine, E-Consultancy, New Media Age 20 weblogs
Research and consultancy Bunnyfoot Directski Bounty
Bounty
Can we help you? University of Glamorgan, [email_address] [email_address] 0144348 3293

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Website design - Gender preferences

  • 1. Why men and women don't agree about websites:油 the secrets about men and women's web preferences G Moss and R Gunn Internet World 17 May 2006
  • 2. Good news! Lots of pictures, so no danger that, following lunch
  • 3. Web design: important gap E-commerce is in a high growth state: usage - 934 million in 2004; 1.35 billion in 2007 2002 2004: 50% increase in Fs shopping online: 17m -> 28m shoppers (Forrester, 2004)
  • 4. Satisfying the customer Business survival depends on shaping products and services around the unique and particular needs of the customer (Hammer, Reengineering the Corporation, 1995)
  • 5. Satisfying the customer: Gender Many markets segmented -> male and female markets Female : grocery, furniture, books, small electrical, OTC medicines, domestic property, cars Male : SLR cameras, computers, petrol
  • 6. Satisfying the customer: Gender $ 64k question Do men and women like the same kinds of design?
  • 7. Web design (Moss Gunn) Compared M and F-produced web sites. Rated sites across 2 main measures (23 variables): Visual Language 30M and 30F in UK 90M and 90F websites UK, France and Poland
  • 8. Results UK / France / Poland p < 0.001 Male / females in images p < 0.001 Inanimate / animate p < 0.05 Regular / irreg typeface p < 0.001 Colours in typeface p < 0.001 Conventional layout p < 0.05 Predominant colours p < 0.001 Lines / round p < 0.001 Pictures 2D or 3D p < 0.001 Tone of words p < 0.001 Expert language p < 0.05 Own achievements p < 0.001 Denigration p < 0.001 Site map
  • 9. A comparison of the male and female tendency to use straight lines : UK
  • 10. A comparison of the male and female tendency to use large numbers of typeface colours : UK
  • 11. A comparison of the male and female use of informal / formal language or a combination of both: UK
  • 13. Male website: example 2
  • 16. Web preferences 67 respondents (38M + 26F): Men prefer male-produced websites Women prefer female-produced websites
  • 17. Causes of differences Evolution of visual skills in response to division of labour from 1.7m 10,000 BC (from lower palaeolithic to end of Pleistocene epoch).
  • 18. Implications Books Groceries Higher Education Beauty
  • 19. Books Sector with second largest number of e-commerce shoppers in US (Nielsen Media Research Study, 1999) M / F near parity US (Nielsen 1999) 55% of online consumers = F; UK 56% of paperbacks bought by F (Mintel)
  • 22. Groceries Online parity between men and women shoppers (Research and markets, 2002) Tesco market leader in UK with 27% of the market, 10% above its nearest rival (TNS, Feb 2004) www.tesco.co.uk
  • 23. Tesco
  • 24. Asda
  • 25. Toys
  • 26. Universities Competitive market M/ F near parity (Fs= 53% of ft u/gs and 66% of p/t ) Analysis of 32 HEI websites: 30 with overall masculine orientation
  • 27. 油
  • 28. 油
  • 29. University web designers 73 19 7 74 University websites (%) Interview response rate (%) M + F F M Gender of person(s) designing the University websites
  • 30. Beauty Beauty Predominantly female market Men are half as likely as women to have health and beauty treatment
  • 33. Beauty 73 4 18 78 Beauty salon websites (%) Interview response rate (%) M + F F M Gender of person(s) designing the companys website
  • 34. IT professionals 29 71 IT operations, technicians 17 83 ICT Managers 16 84 Software professionals % Females % Males Occupation
  • 35. Conclusions (1) Differences in M / F production aesthetics Differences in M / F preference aesthetics
  • 36. Conclusions (2) Massive implications for e-marketing to M and F Implications for recruitment of IT professionals
  • 37. Final conclusions Need to spread the word, even if it shatters cherished conceptions about optimal design....
  • 38. Media coverage 80 US newspapers (Wall St journal; NY Times; Washington Post) BBC, Times Higher Education, Western Mail, Director Magazine, E-Consultancy, New Media Age 20 weblogs
  • 39. Research and consultancy Bunnyfoot Directski Bounty
  • 41. Can we help you? University of Glamorgan, [email_address] [email_address] 0144348 3293