If you are using a phone with Android technology, there is a good chance that you are both male and incredibly geeky. At least, this is the impression that women all over the UK seem to have according to a new survey.
Marketing technology can be a delicate balance. On one hand, you want for your product to be perceived as a technologically savvy product with all of the latest bells and whistles. On the other hand, you want for the average person, who is not so tech savvy, to feel that they can use your product and get some real value out of it. There also tends to be a gender divide when it comes to technology; men want something sleek and stylish with a full range of features and better capabilities than they will ever need. Women want something simple and stylish that comes in a variety of attractive color choices and helps them manage their busy lives.
Many mobile phone companies have managed to straddle the divide on the issue and appeal to both men and women. A good example was the iPhone. Apple products in general and the iPhone in particular, appeal to both genders with equal finesse. The logo is plain enough to avoid pigeonholing the technology, while the variety of style options and applications ensures that there is something for everyone. The iPhone has a full complement of functions yet remains easy enough for a grandparent to use it. In other words, it is the perfect phone as far as marketing is considered. It also happens to be Google Android’s most formidable opponent.
The survey in question asked almost 80,000 people in the UK about their knowledge and opinion of the Android. The results were dismal for Google: very few women know much about it, and even fewer care to find out more. They have no idea how it might benefit their lives or what the technology entails. In other words, Google Android is a complete branding failure, with a significant portion of their target audience completely uninterested.
This news, which will be featured heavily at the upcoming Droidcon event in London, comes as a shock to many, who saw Droid as the new iPhone. In fact, less than five percent of women would choose Android if given the option, making men more than twice as likely to pick it.
This divide is not so much about technology as it is about brand. Android provides many new and exciting options that were designed to appeal to people of all ages and genders, including—yes—women. However, the logo design and the brand seem to scream young male nerd. Women tend to have little interest in sci-fi figures such as robots. They tend to view acid green (or slime green, depending on what you want to call it) as a less than attractive colour. There is little in the logo design to attract a female audience. If you wanted to turn away droves of women, this logo would be the perfect way of doing so.