Oxygen Study on Women and Technology

Marketing technology to women - It's a hot topic.  But what exactly is "technology"?  What falls into that category?  I took a look at my own life to see what "technology" I use on a regular basis.

Cell phones - I have two of them (believe it or not, I got a second phone in an attempt to simplify my life)   One is a Blackberry with Internet access and email capability.  My second is a plain flip phone with texting capability.   I email, phone and text from my cell phones.  (but don't see the value or have the desire to use a picture phone)

I have a laptop that goes everywhere with me and I use every day.  I read blogs, but have not set up to receive any RSS feeds.

I actually decided to go without the GPS nav system in my new car, but have decided that was a mistake, as I have needed it almost 5 times since deciding I didn't need it.  I am seriously considering buying a personal GPS system.   

I have a video iPod.   

Yet I do not play video games, or own a plasma TV, or have bluetooth in my car.   

So - am I tech savvy?  maybe, maybe not.  Am I technology challenged?   maybe, maybe not.   

I bring this up because of a new survey done by Oxygen, the women's media network, on how women use technology. (hint - it's not by making devices pink) The study is called "Girls Gone Wired" and has some pretty interesting results - like 79% of women feel comfortable using tech - and that's just the beginning of the interesting stats.....

Women are making important purchase decisions about technology

• 73% of women make tech purchasing decisions on their own (only 27% of women defer to others when choosing what tech to buy - vs. 24% of men)

Women are comfortable with tech

• Women are equally comfortable as men in their technology skin
• 79% of women feel comfortable using tech (only 21% of women wish they felt more comfortable using tech vs. 20% of men wish they felt more comfortable)
• They feel confident that they can figure out how to work technological items
• 83% are not afraid to play around with their tech gadgets (while only 17% of women fear activating functions on devices that they don’t know how to use)
• 72% of women prefer a hands-on approach to technology (i.e. playing with a device in order to learn how to use it)
• 46% do their own computer troubleshooting
• 83% of women are excited about getting a new tech item, and only 7% are afraid they might break it
• One third of women identify themselves as “techie,” and 79% feel fully confident using technology (only 21% desire to have more confidence in using technology)
• More than two thirds have virtually no fear being left behind by its fast paced evolution (23% fear being left behind - same percentage as men).

Women Love Tech Toys

• Given the choice, tech items are generally preferred over luxury items like jewelry or vacations
• Big screen TV vs. Bling – it’s the plasma all the way
• 77% prefer a new plasma TV vs. a diamond solitaire necklace
• 56% prefer a new plasma TV vs. a weekend vacation in Florida
• Cell phone vs. Stilettos. It’s the cell phone, hands down.
• 78% of women prefer a new top-of-the-line cell phone with all the latest features and a sleek new design vs. designer shoes
• 86% prefer new digital video camera vs. designer shoes
• Women would chose an iPod over a little black dress (or a romantic dinner, massage, or a girls night out)

Read more about these stats. 

I have to admit - these numbers seem high to me.   

The Girls Gone Wired survey of 1,400 women and 700 men aged 15 to 49, was conducted by market researcher TRU.

Ok - you say it's 15-49, but I would like to know the exact breakdown by age.  My guess is the younger women may have influenced this survey more than the older ones.  I know that sounds a little stereotypical, but I've found the 25 and under female crowd to be WAY more techie than the over 35 crowd. 

I also go back to my original thought - what do they mean by "technology"?  I was glad to see they broke it down by technological device in some of the study.  But did they have to compare it to designer shoes?   

Ah well -I'm not going to be too critical.   (though I do think Oxygen pretty much came out and said they were thrilled with the results - mainly because it should get them a bigger chunk of the technology advertising budget)   But it's still an eye opener for those who think women don't care about technology.

You're not still making that mistake, are you?

Comments

[Florida Vacations]

Go Technology! However, I have 4 TVs, so I would certainly rather take a Florida vacation that buy a plasma TV. Nice article!

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[58pz800u]

Young girls have been taught tech in schools for many years along side the boys. Using computers and gadgets is second nature to them all.

Why is anyone surprised that women are not technophobes?