Tag Archives: men

Behavioral effects of Social Media Networking websites

Ever wonder why people post on the wall on Facebook rather than sending direct e-mail?  It is because people want to be visible and to be  recognized.  This is an example of online social grooming behavior.  Social grooming offline consists of exchanging pleasantries and small talk with people.  Social grooming amongst friends consists of checking-in (e.g. what’s up? what’s going on?, etc.)

On Facebook, there are applications such as online quizzes that reveal people’s interests to others, these are interactive, in which friends can comment and share the results to others.  These activities are mostly used by Generation Y as a way of self-expression.  The “about me” sections on Facebook and MySpace as well as the decoration of their profiles on MySpace are other examples of individuality and self-expression.  Generation X is the fastest growing demographic on Facebook, because of the need to reconnect to old acquaintances, and is driven by the curiosity about the status of former high school and college friends.  Gen Xers tend to use it as a social utility to communicate with the past versus Gen Yers who use it to strengthen with their current friends and acquaintances.

Ever wonder how some people on Facebook have over 500 friends? Is it even possible they have too many of them? It takes much mental computation to keep track of all of them.   There is a number called the Dunbar number, which states that most people cannot keep track more than 150 friends.  Even though we are more connected more than ever, it does not necessarily mean we have better connections with them. We continue to keep in contact with a select few number of friends.  According to this article in the Economist, the statistical breakdown for men versus women in the number of friends are the following:

Thus an average man—one with 120 friends—generally responds to the postings of only seven of those friends by leaving comments on the posting individual’s photos, status messages or “wall”. An average woman is slightly more sociable, responding to ten. When it comes to two-way communication such as e-mails or chats, the average man interacts with only four people and the average woman with six. Among those Facebook users with 500 friends, these numbers are somewhat higher, but not hugely so. Men leave comments for 17 friends, women for 26. Men communicate with ten, women with 16.

An issue that may arise is if one does not want to continue to communicate with some acquaintances  online on Facebook, MySpace and other social media networks or offline.  The difference between online and offline friend behavior, is that offline, meeting people occurs in a short period of time, afterwards, you may not see them again.   Online once you add a friend, “unfriending” them becomes politically onerous.

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Women vs Men – Purchasing Behavior

I believe most people know that there is a difference in behavior between men versus women when shopping.  Ever wonder why?  Why is it that women enjoy the shopping experience, and take their time perusing around the different areas of the store, while men try to avoid the shopping experience?  Is there a retail strategy that exists that can address the gender differences?  According to this article, women react more strongly to personal interaction, whereas for men, the utlitarian aspects of the shopping experience such as proximity of parking spots, length of checkout line, etc. are most important.

One of the people interviewed for this article mentioned that women are gatherers and men are hunters.  Consequently, women have better peripheral vision than men, and would benefit them as gatherers.  Men are interested in finding the right product, and want quick answers, and being able to leave the store quickly.  Women on the other hand, prefer to have a more personal interaction with the sales associate with more eye contact, support and collaboration during the buying process. 

Retailers need to have their sales associates adapt to not only gender differences amongst the customers, but also differences in demographic and  psychographic makeup.  Sales associates need to be an engager, expediter and educator.