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Women Are More Likely Than Men To Purchase Technology Products


A new study has brought to light some interesting information. Women are more likely to buy three out of the four top consumer electronics. We also are a growing video game demographic.

According to Wired, “Parks Associates asked 2,000 consumers, ages 18 and older about their buying habits in the consumer tech space. The study, which was conducted in late 2011, asked men and women which products they intend to buy before January 1, 2012. Retailer HSN announced the findings on Monday at the 2012 Consumer Electronics Show.”

Here’s the actual breakdown: “Women expressed more interest in tablets (18%), laptops (20%) and smartphones (20%). Only 15% of men planned to buy a tablet, while 14% sought a laptop and 17% intended to buy a smartphone. The only category in which men surpassed female interest was flat screen LCD TVs, with men (19%) favoring the sets over women (17%).”

“The tech industry has long been dominated by men — even at CES — but women are really the powerhouse in the household driving purchase decisions,” said Jill Braff, executive VP of digital commerce for HSN. “Women are highly engaged with the latest and greatest gadgets and technology.”

Parks Associates also found that once a woman purchases a product, it’s heavily used over time and that women “engage in more digital media activities — including watching full length movies online, downloading music and uploading pictures to the Internet — than men.”

All in all, the results of the study don’t really surprise me. If you’d asked me what I thought the breakdown was before I probably would have said it was an even split between women and men. “88% of women purchased any tech-related item in 2010, compared to 83% of men,” according to the study. Although this bit caught my eye…

“Women are also playing gaming consoles more than they were in previous years, especially on the Xbox 360 and Playstation 3, the study found. Women (54%) are most interested in social gaming with multi-players, compared to 45% of men. In addition, females are 40% more likely play games on Facebook.”

“This is not surprising,” said Braff. “Women love to communicate and interact with others and online entertainment is becoming an extension of that.”

Braff also mentioned that the most popular tech item purchased from HSN is a purple scanner, though didn’t have a breakdown of who purchased them. “It’s not just about black, white and gray anymore,” Braff said. “It’s also not just about features – it’s about simplicity, the seamless use of technology and how technology fits into your lifestyle.”

(via Jezebel)

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  • http://twitter.com/Super_Widget Joanna

     “Women expressed more interest in tablets (18%), laptops (20%) and smartphones (20%). Only 15% of men planned to buy a tablet, while 14% sought a laptop and 17% intended to buy a smartphone. The only category in which men surpassed female interest was flat screen LCD TVs, with men (19%) favoring the sets over women (17%).”
    Eventually, all the gadgets used for practical everyday stuff will be considered “women’s things”.  Whereas frivolities such as 3D tvs will always be favored by men.

  • http://twitter.com/CatchSomeLight Jonathan Singer

    I have a strange feeling that companies will take this all wrong, and next year each of these devices will be sold in pink…

  • Julianne McCartney

    God…You’re right and I hate you for it….

  • http://www.facebook.com/Duvivier.Valeriane Val Duvivier

    I nearly sobbed last year when buying my new smartphone. I asked if there was other color than black and white phone. The clerk had a big smile and hand me a 
    smartphone pinker than barbie’s uterus.
    Is there really a demand for pink smartphone or is this just because it’s the only color beside black, white or silver?

  • http://twitter.com/Super_Widget Joanna

    Actually, yes.  I sell phones where I work and a lot of women ask for the pink phone.  God, I hate my town.

  • ZenPoseur

    To explain this data, I have devised a new model of human neural circuitry that I call the “Male Brain Hypothesis”.

    You see, our nomadic hunter-gatherer ancestors were driven to this sexually dimorphic behavior by their roles in the tribe.  During long migrations, women gatherers were forced to contend with a wide variety of foragable food that varied by geography.  They therefore evolved to be receptive to new types of food and developed, over generations, a natural inclination towards neophilia (i.e. an affinity for novel things.)  The male hunters, on the other hand, sought the same food source regardless of the location, as their migration followed herds of game animals.  Males therefore evolved to be neutral or even neophobic.

    This innate gender difference, applied in an increasingly egalitarian world, will eventually and inevitably result in women being responsible for most high tech jobs, and men being responsible for most menial labor that does not require an affinity for new technology.

    The science I just made up proves it irrefutably.

  • Anonymous

    Are women more social, and that’s why they enjoy social games more? Maybe. I dont know. I don’t feel more social. In fact, I hate most people. Heh.
    My personal belief is that women play more casual/Facebook games because those games aren’t actively offending them. The more “hardcore” games often feature offensive female stereotypes and porn-dolls, and a gaming community that automatically thinks that the games aren’t for women so they’re allowed to stay that way, so women go to games that don’t carry the “GIRLS, DON’T PLAY THIS” banner. Still, there’s less reasons to go multiplayer when “Fat, Ugly, or Slutty” is a reality, so the fact that they still want to should prove how very much women want to just be considered gamers already.

    Just my 2 cents.

  • http://twitter.com/Super_Widget Joanna

    Generally, women who don’t go for big console titles prefer “easy to pick up, easy to put down” arcade or flash games.  Even though they may spend hours at a game, the “I can quit any time I want” mentality is always there.  Beats wondering when the next checkpoint is gonna be. 

  • Sarah Langan

    I agree. I do play and enjoy a lot of hardcore games, but there are times when I want to play a game that I can quit when I please without worrying about progress being saved or remembering what I was in the middle of doing when I pick it back up again.

  • Adam Whitley

    Because they are awesome however frivolous :D

  • Adam Whitley

    That’s why there’s Galaga.

  • Anonymous

    “Eventually, all the gadgets used for practical everyday stuff will be considered “women’s things”.  Whereas frivolities such as 3D tvs will always be favored by men.”

    Was that sarcasm? Because if it wasn’t, that was a rather sexist remark.

  • Anonymous

    If those women want a pink smartphone, then who are you to judge them for wanting a pink smartphone? 

  • http://twitter.com/Super_Widget Joanna

    Well I guess it’s because a lot of the time, they don’t care what kind of phone it is as long as it’s pink.  It’s a bit shallow in my opinion.  

  • http://twitter.com/Super_Widget Joanna

    And Super Stardust XD

  • http://twitter.com/Super_Widget Joanna

    It was half sarcasm and half grim future vision of our perpetually sexist society.  I’m hoping it won’t come to pass though >.<

  • http://twitter.com/Saronai Saronai Doya

    Interesting, out of all the pink comments for these gadgets’ futures I read, I didn’t find one commenting on how the lightning coming out of the tool on the wired cover is…pink.

    Yeah, pink is in the future for all these gadgets (if it isn’t already).

    On a personal note, I don’t really like pink, but I was actually okay with it as a little girl.  I just had it shoved down my throat so much that forced helpings these days make me a little nauseous.  I baby sit a little girl whose favourite colour use to be pink, now she’s aggravated by pink and prefers light blue.  I asked her about it and the answer was interesting.  She admits to liking pink before but says that everyone went overboard with pink and sometimes at the store when she wants something the only available colours are pink which she wouldn’t like as much as another colour and it makes her want to pull her hair out.

    I do think grown women (and men) have the right to like pink, even favour it though.  I don’t think there’s anything inherently wrong with the colour.  However, the assumption that stuff for women and girls must be pinkified is annoying.  Personally, I’ve always preferred shades of green (mint/seagreen when I was little, deep dark green now that I’m older).

  • http://www.facebook.com/taralqua MJ Parker

    I know exactly the shade of pink you mean, too… that’s a horrid description but so damn accurate.