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08.08.2006
Originally featured on BroadcastEngineering.com
Male-female tech gap closes, says survey

Marketers aiming their HDTV sales pitch to the guy who likes a bigger, clearer view of the game, might want to reconsider their approach.

Results from a new survey by the Oxygen cable TV network reveal that 79 percent of the female market is interested in and using technology. Additionally, the survey found 77 percent would prefer a new plasma TV to a diamond solitaire necklace.

The study, “Women’s Watch: Girls Gone Wired,” found that technology isn’t a “guy thing” anymore and that men and women are digital peers. It found women and men:

  • own about the same number of electronic devices (women 6.6, men 6.9);
  • use a similar number of electronic devices weekly (women 4.4, men 4.9); and
  • spend most of their waking hours a day interfacing with technology (women 15, men 17).

The study asked women about their purchasing preferences, and technology was a clear winner. Not only would a majority of women prefer a plasma TV to a diamond solitaire necklace, 56 percent prefer it to a weekend vacation in Florida. Eighty-six percent would choose to buy a new digital video camera over designer shoes, and 90 percent would prefer a media center PC to the shoes.

The study also found that women control the purse strings over technology buys, with 73 percent making technology purchasing decisions on their own compared to 24 percent of men.



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