Smartphone users spent 89% of the time spend on media through a mobile app in Q4 2013, but women spent nearly an hour-and-a-half more — 30 hours and 58 minutes — compared with men at 29 hours and 32 minutes, per Nielsen research. The divide between mobile app and Web site use for men and women continues to widen among tablet users. Women spent more than five additional hours using mobile apps on their tablets, compared with men in Q4 2013, and more than two hours more on the mobile Web.

1. mobileyouth.org http://www.mobileyouth.org/post/women-continue-to-drive-mobile-usage/
Graham Brown
Mobile Youth
Women continue to drive mobile usage
HEAVIER USERS, ESPECIALLY ON TABLETS
Smartphone users spent 89% of the time spend on media through a mobile app in Q4 2013, but
women spent nearly an hour-and-a-half more — 30 hours and 58 minutes — compared with men at
29 hours and 32 minutes, per Nielsen research.
The divide between mobile app and Web site use for men and women continues to widen among
tablet users. Women spent more than five additional hours using mobile apps on their tablets,
compared with men in Q4 2013, and more than two hours more on the mobile Web.
THE CHANGE AGENTS
In my blog series “How to sell technology” I encourage marketers to focus on their Fans – the
Change Agents and Influencers of technology.
Increasingly, women are a core Beachhead for technology marketers to leverage.
Female teens, for example, are often the 10% that influences the 90% in many markets.

2. FROM CUSTOMERS TO FANS: BREAKDOWN OF THE MARKET
Size Who are they? Role
Fans 10%
of the
market
Employees, co-
workers, vocal
customers who
“get it” and love
the product
Key influencers, advocates and educators. Focus on
breaking down the walls to help Fans tell their story
and broadcast to the customer base. Commit all your
energy to the Fans and leverage their lines of influence
to shape the market.
Observers 20% Silent Fans who
are to be
convinced that
going public with
their affections or
ideas is a good
idea
The bridge between Fans and the mass market. 2nd
wave of adopters
Skeptics 50% The silent majority
who are easily
swayed one way
or the other
Skeptics only come on board when the Social Proof
from Fans and Observers is strong enough to de-risk
any change in behavior.
Critics 20% The vocal
opposition. The
“Yes, buts”. The
naysayers
Critics will continue to fiercely oppose any change,
product or technology simply because their position of
opposition gives them significance. Do not waste
energy to convert the Critic. Focus energies on those
that matter and use the mass market to silence the
critic.
More From Graham Brown’s Series on How to Sell Technology
Privacy drives the next wave of Social Media Apps
The 90-10 Rule: Focus on the 10% that influences the 90%
The Paradox of Quality: Why Better Technology Fails
Change Your Metaphors: How great leaders sell technology
These 2 Social Experiments Show How Stories Sell Technology