13th July 2005 - Vodafone D2 commissioned the GfK market research institute to survey over 1,000 mobile phone users aged between 14 and 49 on various aspects of mobile phone purchasing and usage. The representative online survey entitled 'Women and Mobile Phones' delivered many interesting findings. Overall, it showed that women are informed mobile phone users who know what they want. What's more, the mobile phone has become established as an important relationship management tool. Mobile phones are used for flirting and to end relationships. But how do women use their mobile phone? Does it have to be pink? Do women prefer to chat via the fixed network? And do female users know what UMTS stands for? The survey provided answers to these and other questions.

Most importantly, the survey initiated by Vodafone D2 on the subject of women and mobile phones cleared up a number of cliches. It revealed that modern-day women are self-confident and pragmatic consumers who are not only receptive to new technology, but also use it consistently for business and personal communication. The GfK survey of 1,044 female mobile phone users aged between 14 and 49 in April 2005 confirmed that women are confident mobile phone users and have a sound knowledge and overview of mobile communications when buying mobile phones, using handsets and services and in many daily mobile communication applications.

When they buy a mobile phone, one-third of women trust in their own judgement and don't ask for advice. If they aren't entirely sure, they ask their husband, boyfriend, or a sales assistant. Single women also take female friends with them to the shop. Female customers are price conscious. 66 percent of the respondents said that the most important criterion when buying a mobile phone is price and 71 percent said it is the provider's tariff. The size and design of the mobile phone plays a subordinate role. One surprising finding is that the presumed 'typical female' criterion of colour was only accorded a priority ranking of eleven out of a total of sixteen criteria.

The functions that are most frequently used are text messages (92 percent), alarm clock function (72 percent), calendar (56 percent) and ring tones (50 percent). However, 'technical' functions are also popular. 47 percent of the women use the integrated digital camera on the phones to take snap shots while out and about and 37 percent of respondents accord priority to wireless data transfer via bluetooth. Games are used most frequently by the 14-19 years age group, and videotelephony, music download and video camera functions are becoming increasingly popular.

How about a designer case for the mobile phone? Although 14-19 year-old females are very interested in mobile phone accessories, the 30-39 years age group prefer a phone without accessories. Remarkably, half of the respondents stated that they think mobile phone accessories are unnecessary 'fashion gimmicks'. They said that they don't need a phone cord or decorative pendant to make calls.

Women appreciate new technologies
The aspect of usage patterns was also surveyed. These days, according to the survey, four out of five users make telephone calls via both the fixed line network and the mobile network. Around two-thirds of women make up to three hours worth of calls with their mobile phone every month. One in ten women actually make ten hours and more of calls with their mobile phone. However, more and more women are letting images speak for themselves in their everyday communications. One in three women (32 percent) send MMS messages, mainly to cultivate social contacts. 64 percent of respondents stated that they regularly use the combined text and image messages to 'spontaneously' share wonderful moments in their lives with friends. According to 80 percent of young female users, MMS messages are a modern form of love letter.

Technology-oriented modern women are thoroughly familiar with modern technologies, especially UMTS. Every second woman knows what the abbreviation means. An even more decisive finding is that the vast majority of female users are interested in the services that are now possible thanks to high-speed UMTS data transfer, and 82 percent in Vodafone's Mobile TV service. News, music clips and TV series are at the top of their requests list.

In: mobile phone flirts.
Out: men who talk loudly on the phone.
The study also revealed insights into individual usage. More than half of the women said that their favourite place for making mobile calls is a comfortable sofa. 43 percent sit out onto the patio or balcony and 31 percent prefer to make calls in bed.

However, one of the key insights delivered by the survey is that the mobile phone is an important relationship management tool. One in two women have already flirted with their mobile phone, though only 12 percent have used it to end a relationship.

The study did not prove whether mobile phones have any serious impact on relationships between men and women. However, the respondents in the 'Women and Mobile Phones' survey have very clear ideas about what is taboo when it comes to 'men and mobile phones'. 89 percent hate it when men constantly take out their mobile phones to make sure they don't miss a call, 81 percent think that talking loudly when making business calls is inappropriate and 72 percent don't believe that men should be contactable at all times.

Back to News Reports