The Great Divide: Canadian Men and Women Seek Different Pleasures from Handheld Technology
Microsoft and Ipsos-Reid Survey reveals genders are not on the same page when it comes to mobile devices
Toronto - November 12, 2008- Microsoft and Ipsos-Reid today released survey results that reveal that men and women tend use their handheld devices for different purposes. For example, the survey found that women are more likely to communicate with family on their mobile device (Women 76%, Men 59%), while for men, it's their friends (Men 20%, Women 14%). Further, Men are more likely than women to use their mobile device for organizational purposes (Men 19%, Women 13%) and also for entertainment (Men 13%, Women 8%).
"A mobile device is the most personal piece of technology you own," said Alec Taylor, Director, Mobile Communications Business, Microsoft Canada Co. "Women and men have different needs and wants so when it comes to their mobile device, they gravitate towards different styles, colours and functionality."
Survey results further indicate that men are more likely than women to choose a mobile device based on function (Men 72%, Women 60%), while women are more likely than men to choose form (Women 40%, Men 28%). In addition, the survey shared that men are more likely than women to choose a black, blue or silver coloured mobile device while women are more likely than men to choose a red, pink or purple coloured mobile device.
Laurence Ashworth, Professor at Queen's School of Business has studied consumer judgment and in particular, gender differences in consumer decision-making. "This survey indicates that men rate function relatively more important than women, suggesting they are intent on looking for a device that can perform specific tasks," said Ashworth. "Women, on the other hand, value form more than men, perhaps indicating their devices serve an additional aesthetic function."
According to the Microsoft/Ipsos-Reid survey release today, men and women differ on a number of levels when it comes to their mobile device:
- Wandering Hands: One in three (36%) surveyed say that they come into contact more with their mobile device than with their significant other during the course of the day. Men are more likely than women to suggest that their mobile device receives more attention from them than does their significant other (Men 45%, Women 28%).
- Commitment Issues: Men are more likely than women to say that their cell phone rests next to their bed at night (Men 36%, Women 24%).
- On the Road Again: Over half of those surveyed (52%) claim to take calls in the car. Females are more guilty of this bad behaviour as the majority admit using cell phones most often while in the car (Women 55%, Men 49%).
Despite behavioural differences, men and women agree to place high value on their mobile device:
- Digging for Gold: One in three Canadians surveyed confirm that they would search through a garbage can to find their phone (34%)
- Gone Fishin': Two in ten would go so far to hand-fish their mobile device out of the toilet (20%)
- Phone Booths that Flush: One third (30%)of Canadians surveyed shared that they use their phone in the john
The selection of mobile devices available to Canadian men and women today is endless including the recently launched HTC Touch Diamond and HTC Touch Dual. Visit www.windowsmobile.ca to learn about Windows Mobile-based devices available to fulfill the desires of Canadian men and women.
The online poll of 1042 Canadians was conducted from October 9 to 13, 2008. For more information about the methodology, please visit www.ipsos.ca.
About Microsoft Canada
Established in 1985, Microsoft Canada Co. is the Canadian subsidiary of Microsoft Corporation (Nasdaq "MSFT") the worldwide leader in software, services and solutions that help people and businesses realize their full potential. Microsoft Canada provides nationwide sales, marketing, consulting and local support services in both French and English. Headquartered in Mississauga, Microsoft Canada has 10 regional offices across the country dedicated to empowering people through great software - any time, any place and on any device. Visit Microsoft Canada's web site at www.microsoft.ca.
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