As with many Asian societies, women – especially mothers – are a core to the family and community. If we affect women, we affect everyone. On average (globally), 90% of the money women earn, they reinvest in the home and the family. Study after study shows that connecting women to the Internet has profound benefits to their lives, that of their families and even provides a significant boost to the national income. By deliberately focusing on breaking down barriers that stop women from connecting we accelerate the engines of growth for the country’s economy. And yet it’s estimated that women in developing worlds are between 25-40% less connected then men. Women in Myanmar are 29% less likely to own a device then men according to a recent GSMA report. I believe that this comes down into two things: 1. There’s not enough women in the tech sector and 2. Mostly because of the first problem, there’s not enough people building tech with the needs and perspectives of women in mind. The issue of not enough women in tech is vast and probably deserves its own piece in the future but there are immediate things that can be done regarding the second.
Beyond the issue of gender equality, women make up half of the population and consumer market so it just makes economic sense to include them. A great example of this comes from the gaming world (of course I’m going to use a gaming example). For decades, gaming – especially console gaming – was predominately male-focused. Then in 2009, Nintendo introduced the Wii and turned the gaming world on its head. Not only did they sell over 10 million units that year alone, eight of the top twenty selling games in 2010 were on the Wii, predominately driven by fitness and dancing games. Nintendo tapped into a couple of key drivers. First, women themselves were a huge untapped gaming market. By making gaming accessible and removing barriers to entry, they were able to effectively double their addressable market. Their mantra of “5 to 95” meant that all their design choices were made from the ground up to be inclusive for non gamers. Second, women make almost all the decisions when it comes to household purchases. Nintendo’s focus on family-friendly games appealed to women and women just do not buy shooting and fighting games for their families.
As with most technology stories, content is king…or in this case, queen. Building products that appeal to females and their specific interests means that there’s relevancy, which is a key driver to any tech adoption. As mentioned earlier, women are the core of the familial units. This means that they are often the primary health care providers, not just for the children but also the elder and ailing. Women are also the ones who are focused on the household diet and nutrition and the ones who make most of the financial decisions for the household. Products which tap into the domestic needs of a household or help the women in their day to day lives will surely appeal. Appearing fun or frivolous isn’t going to work with this group.
Another driver for adoption is in the design process. Creating products for women means that you need to consider what would appeal to them – and I don’t mean pretty pink hearts. Rather, consider this from Nintendo’s perspective and create the product from the ground up with women in mind. For instance, women, especially women in developing markets have less leisure time then men, meaning they are less inclined to spend large amounts of time trying to understand a new tech product. Design decisions such as breaking up the content into bite sized pieces and ease of entry are critical to female adoption. Take a look at the Duolingo app as an incredible example of how to break down e-learning into consumable chunks. Easy to pick up and understand, spend a few minutes with and come back to when time allows.
When trying attract women to your product, consider the other traits that are more typical of females. Generally speaking, we tend to be the planners and researchers – whether it’s more superficial things like restaurants and vacations to more serious needs such as healthcare. In general, we are more risk adverse and subsequently more inclined to plan for future. Women are more social and do not spend a lot of their spare time on themselves but will take the time if it is for the benefit of their family.
Having said all of this, the single most effective way to get more women connected is to get more girls into STEM majors and encourage these young women to stay in the tech sector once they are done school. Groups such as Geek Girls are trying to do their part but it’s a big issue that requires more awareness and support across the board. Myanmar presents such a unique opportunity – here is a country that is coming online almost overnight and if we can ensure the voice of the women are heard just as loudly, there’s a good chance that Myanmar connectivity is balanced fairly evenly between genders as it comes online.