Understanding Gender Differences in Pricing Strategies in Online Labor Marketplaces

Abstract

The growing online gig economy provides ways for women to participate in a flexible, remote workforce and close the offline gender pay and participation gap. While women in online labor marketplaces earn about as much overall as men, women set lower bill rates suggesting gender differences in pricing strategies. In this study, we surveyed 392 freelancers in the United States (US) on the popular marketplace platform, Upwork, to understand strategies used to set hourly bill rates. We did not find gender differences in pricing strategies that were significantly related to bill rate. Instead, we found that other factors, such as full-time freelancer status and level of self-esteem, may help explain gender differences in bill rates. To better support equity and fairness in the growing gig economy, CHI researchers must identify, assess, and address the complex interaction between societal conditions in online labor markets.