SmallBizResource Blog -- Mobility

Wednesday's Woman: Hear Our Ringtones Roar

Posted by Gayle Kesten Wednesday, Jun 11, 2008, 01:12 PM ET

Time to come clean: I don't own a smartphone. Yet. But with my wireless contract soon to expire, I'm ready to wipe the slate clean and join the 10.4 million women who bought a smartphone in 2007.

In fact, American women represent the fastest-growing demographic of smartphone users, according to a new report on wireless trends from Nielsen Mobile. That 10.4 million stat doubles the number from 2006.

"Women have been using them for years in business, of course, but many are finding that the phones can also help manage their families’ hectic schedules and keep them in touch with friends," reports The New York Times.

For many women, the smartphone has helped them achieve flexibility in their schedules, as well. "It makes it easier to get away from the business," said Consultants 2 Go co-owner Peggy McHale, who I spoke to for last week's WW post)."You have all of your communications in one device so you don't have to run back to check your inbox."

The iPhone, of course, has been a big hit -- one out of every three iPhone owners is a woman, according to InformationWeek -- but BlackBerry and Palm devices are basking in its halo.

Not surprisingly, smartphone-shopping women say price, size and design are key selling points, according to Nielsen Mobile. (I say I'm not surprised given how many of my major purchases have been driven by color.)

Wi-Fi capability also ranks high on what matters to women, but holds a little less weight than for men. Another factor not so high on our collective priority list: brand.

In some ways, I fear a few of these findings could paint women in a somewhat shallow way. That the smartphone qualities mattering most to us fall into the "light" category. Whatever. Because one more thing smart smartphone marketers will want to know about women: Seven out of 10 of us decide for our families which phones and wireless plans to purchase, according to Verizon Wireless.

As for me, I'm ready to start the necessary homework that will culminate in my first smartphone purchase. How about you? Do you already own one? Which one do you use and why would you recommend it? If you're like me and are ready to join the crowd, which model are you eyeing?

Oh, and does it come in red?

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Previous Wednesday's Woman articles:
>> The Makings of a Smooth Maternity Leave
>> A Rocker Girl's Journey to Tech CEO
>> Why So Many Women Are Bolting From Tech
>> Meet TodaysMama CEO Rachael Herrscher

Wednesday's Woman is a new feature you can look forward to reading smack-dab in the middle of each week. Look for more profiles, trends, research and other topics of interest to today's community of hard-working, small-business women. As always, send me your ideas.

Marketing | Mobility | Research | Women in Business

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