May 14, 2007

What Women And Men Want — Online

Preferences Of Female And Male Consumers Across Generations

by Bruce D. Temkin

with Ross Popoff-Walker, Steven Geller

Executive Summary (This is a document excerpt)

Although most consumers look for ease-of-use in their favorite sites, they diverge when it comes to their preference for other elements of a site experience. To uncover these differences, we examined survey responses of both males and females across five generations: Gen Yers, Gen Xers, Younger Boomers, Older Boomers, and Seniors. Some of our findings: women care the most about ease-of-use; women and young consumers enjoy fun sites the most; and men care more about content than women. Given the differences in what consumers want to see, firms should tailor their site experiences to the specific preferences of their target audiences. One idea: More interactive experiences for 30- to 40-year-old women.

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