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Women Dig The Plug-InJuly 17, 2010 – 10:57 am |
 Abdul Fattah Ismail |
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In a world where everyone is always online through social media, e-mail, and smartphones, some run for the lakes and oceans to escape. Others simply pick up a good novel and read on the sofa. Despite their best intentions, some are too obsessively attached to get away from the grind of constant interaction, especially if your office demands the pace. It’s too facile to call it an addiction, but women, according to a recent study, are not letting go easily. 
The Oxygen Media Insights Group conducted a study showing that young women between the ages of 18 and 34 stay close to their family and friends around the clock. A June survey from Burst Media showed that women between the ages of 35 and 54 feel disconnected when they are not online.
Women tend to use their mobile phones as a centerpiece of their family’s livelihood. Calendar applications help the suburbanite keep track of their son’s basketball practices and daughter’s softball tournaments. They also keep them alert about monthly teacher conferences. We could carry on with the access to weather reports and traffic updates.
Marketers have a golden opportunity to target this demographic with quality advertising that proves beneficial on several ends. If women don’t feel that a product or service will benefit their family on a holistic level, then it will prove a lost cause. Grocers, discount retailers, and oil companies are just a few industries who should listen to women. They will learn a thing or three.
