Study: Women like tech toys more than shoes

Models show off a Panasonic 103-inch plasma TV, the world's largest, during a launch event of its new plasma TVs in Tokyo July 19, 2006. Diamonds are no longer a girl's best friend, according to a new U.S. study that found three of four women would prefer a new plasma TV to a diamond necklace. (Kiyoshi Ota/Reuters)Given their druthers, women prefer spending their money on tech toys rather than luxury merchandise or fancy vacations, a new study concludes. Does this mean the tech gap between men and women has closed?

A recent TRU study of 1400 women ages 15 to 49 revealed a strong interest in tech gadgets, contradicting the stereotypical image of women as CE purchasers.  For instance:

  • More than three out of four women said they’d choose the TV over a diamond solitaire necklace.
  • Women preferred a top-of-the-line cellphone to designer shoes by a similar margin.
  • A little white iPod narrowly trumped a little black dress.

Given the insight that women are as tech-savvy as men and, by and large,  control household budgets, CE marketers would be best served communicating lifestyle benefits of tech products by showing what’s useful about them, rather than focusing on specifications.  Regardless of gender, it’s not the technology itself which is appealing to consumers.  People are generally not “Technology Enthusiasts”.  They are passionate about Photography or Movies or Gaming and marketers should speak to those “Passionistas” in the language they understand . 


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