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Secrets of French Women RevealedFor centuries, poets and philosophers, long dead, have fawned over them. The new poets and philosophers – media and advertising people - fawn over them now. It’s the lifestyle, says Médiamétrie.
For the French mobile phone companies there seem to be two primary customers: 18-25 year old women and working women with children. The younger set goes for downloads and SMS. Working French women need to talk on the phone. Saving time attracts working French women to the web, not simply browsing. Who has this time?
Three out of five have internet access and half have broadband. But they spend less time per month surfing; just 14 hours compared 19 hours for all French women. Earlier this year an Ipsos study showed the value of e-government services as more French women than men confront administrative tasks like filing income taxes and health insurance forms. For French women this administrative misery can be done on the web. French retailers, especially cosmetics companies, have famously resisted web sales; perhaps good for allure but not for cash. Television is a big. But, again, who has time. Working French women with children see TV three and a quarter hours a day, slightly more than the population as a whole. And they still visit the big screen – 62% have gone to the cinema in the last 12 months. No time for magazines? Tu rigoles! Three out of five read one or more magazines each week. Médiamétrie’s survey pictures the active French woman as on the go, go, go. With that in mind it is no surprise that she uses portable electronics more than the rest of the French. She tunes into radio more and listens to her portable music player. Or she might play a video game. And don’t forget that mobile phone.
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Start by thinking about the way employed French women 25 to 49 years of age with young children use the mobile phone. Constantly, it would seem from the Médiamétrie Médias 360 study. 89% use their cell-phone, compared with 72% of the total French population.