Thursday, January 12, 2006
Optimizing Clicks for Chicks
We've seen the studies many times before -- generally speaking men are single-tasking doers while women are intuitive social creatures.Surveys from the Pew Internet Group and Enquiro confirm that the left versus right brain tendencies of the genders are consistent online.
There are a few search engines for women, but those focus more on content selection. But as the MediaPost article points out, search engines are geared towards men, not surprisingly because the majority of search engine managers and engineers are male. However, this under serves half of the online audience and doesn't match what many consumers want (similar to the fashion industry being run by folks who think being 5'9" and 102 pounds is healthy).
Since technologies for targeting and tracking specific populations are arriving, now is the time for search engines to offer an alternative search experience for the fairer sex (and right-brain dominant men).
If we are going to use cookies to deliver specific ads to match a demographic, then search engines should provide an alternative experience for the touchy-feely populous. It wouldn't be surprising if the click through rates jump when the whole experience is made more enjoyable for everyone.
Posted By John Gartner at 07:58 PM
Permanent Link: Optimizing Clicks for Chicks
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