|View printer-friendly version|
Marchex Valentine’s Day Study of Men, Women and Phones: It’s Not What You Think
That question prompted data analysts at
The data revealed some surprising truths: Men actually spend 13 percent more time on the phone. And they’re more talkative than women. On average, male callers stayed on the phone for 7 minutes 23 seconds and women for just 6 minutes 30 seconds.
The study also found that men spoke more and spoke faster than women. The average male caller spoke 236 words per call at 32 words per minute and the average female spoke 227 words per call at a rate of 24 words per minute.
“All of us carry around ingrained gender biases whether we realize it or
The vast majority of calls came through mobile phones. These calls were driven across the spectrum of mobile advertising channels, including click-to-call, voice search, mobile directories and mobile display. Analysts then used Marchex Call Mining software, which scans for key words and voice tonalities, to aggregate anonymous data points.
Taylor and his Institute colleagues examined call data to 11 different industries, from nutrition to auto repair to pest control. They found, for instance, that more men call pest control for mice removal but females generated 59% of roach calls, 58% of those for spiders and 56% regarding termites.
The data also showed that men tend to make more calls at the beginning of the day whereas females prefer to make more calls after lunch. Recognizing such patterns, Taylor said, gives business owners a huge advantage in boosting customer conversions.
“This gets you thinking more deeply about questions such as, ‘How should I structure my campaigns? Should I change my targeting methodology?’” Taylor said. “Understanding human behavior is game-changing knowledge.”
To read more about the study, go to www.marchex.com/marchex-institute/2013/02/13/men_women_phone_calls.
Marchex is based in Seattle. To learn more, please visit www.marchex.com.
Marchex Public Relations
Sonia Krishnan, 206-331-3434
Marchex Investor Relations
Trevor Caldwell, 206-331-3600