TRU surveyed 1,400 women and 700 men 15 to 49 years old to compare tech attitudes among the sexes.
Study: Women like tech toys more than shoes
By Edward C. Baig, USA TODAY
The findings suggest advertisers need to address a broad audience and not talk down to women.
Advertisers are best served communicating lifestyle benefits of tech products by showing what's useful about them, rather than focusing on specifications, Oxygen says.
"There have been some missed opportunities to market consumer electronics to women," says Steve Koenig, senior manager of industry analysis for the Consumer Electronics Association, whose research reveals only subtle differences between the sexes in their attitudes toward technology.
In the Oxygen survey, 59% of women agreed with the statement "Women are much more tech savvy than they give themselves credit for." Among the men, just 38% agreed.
"Men and women are equally competent in the technology arena," says Oxygen CEO Geraldine Laybourne.
Katie Richardson, 25, a project manager for an elevator company in Chicago, says family members come to her for help setting up iTunes or fixing a digital camera. "I love figuring out all the different functions," she says.
Personally, when it comes to shoes vs. gadgets, it's a close call. As far as I'm concerned, you can never have too many shoes or electronics. I like my iPod as much as I like my Frye boots. But then again, there is only so much you can do with a pair of boots compared to a cool gadget like a DS Lite or a fancy cell phone.
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