• Scope and Methodology
  • Scope of Report
  • Report Methodology
  
  
• Introduction
  • Women as Technology Consumers: Early Adopters, Smart Shoppers, and Tech-Shys
  • Overview of Technology Attitudes and Behaviors: Women vs. Men
  • Figure 1-1: Overview of Technology Attitudes and Behaviors: Women vs. Men, 2005 (U.S. adults)
  
  
• Technology At Home
  • Overview of Personal PC Ownership and Usage
  • Accessories/Software: Speakers and Word-Processing Software Lead the Pack
  • 77% of Women Report Household Usage of Online/Internet Services
  • Other Electronics: DVD Players and Video Games Attract the Most Women
  
  
• Technology At Work
  • PC Usage at Work
  • Figure 1-2: Overview of Personal Computer, Internet, and Business Software Usage at Work: Women vs. Men, 2005 (U.S. adults)
  • Occupation, Income Determine Workplace PC Usage
  • Occupation, Income Determine Workplace Internet Usage
  
  
• The Internet and Shopping
  • The Female Factor
  • Figure 1-3: Overview of Internet Shopping Attitudes and Behaviors: Women vs. Men, 2005 (U.S. adults)
  • What Women Are Buying Online
  • Amount Spent by Female Online Shoppers
  
  
• Looking Ahead
  • Tapping Into an Overlooked Market for Electronics
  • Retail Channel Opportunities
  • Internet Potential
  • Computers and Computer Accessories

Chapter 2: Introduction

• Women as Technology Consumers: Early Adopters, Smart Shoppers, and Tech-Shys
• Figure 2-1: Women vs. Men as “Smart Shoppers” for Technology: 2005 (U.S. adults)
• Younger Women Pursue New Technology
• Homemakers Investigate Technology Purchases
• Tech-Shy Tendency Decreases as Income Rises
• Overview of Technology Attitudes and Behaviors: Women vs. Men
• Figure 2-2: Overview of Technology Attitudes and Behaviors: Women vs. Men, 2005 (U.S. adults)
• Women Enjoy Learning About Computers, Internet
• Figure 2-3: Selected High Indexes Among Women For Agreement With Statement: I Like To Learn About Computer Technology And The Web, 2005 (U.S. adult women)
• Women’s Interest in Digital TV Skews to Young Adults
• Figure 2-4: Index for Agreement with Statement “I Like the Idea of Digital TV” Among Women: By Age, 2005 (U.S. adult women)
• Young, Single Women First to Buy Gadgets
• Figure 2-5: Selected High Indexes Among Women For Agreement With Statement: I Love to Buy New Gadgets and Appliances, 2005 (U.S. adult women)
• Affluent Women Follow Developments in Technology
• Figure 2-6: Selected High Indexes Among Women For Agreement With Statement: I Try to Keep Up With Developments in Technology, 2005 (U.S. adult women)
• Table 2-1: Technology Psychographic Factors: Women vs. Men, 2005 (U.S. adults)
• Table 2-2: Female Demographics by Technology Psychographic: Early Adopters, 2005 (U.S. adult women)
• Table 2-3: Female Demographics by Technology Psychographic: Smart Shoppers, 2005 (U.S. adult women)
• Table 2-4: Female Demographics by Technology Psychographic: Tech Shy, 2005 (U.S. adult women)
• Table 2-5: Overview of Technology Attitudes and Behaviors: Women vs. Men, 2005 (U.S. adults)
• Table 2-6: Female Demographics by Agreement with Statement: I Like to Learn About Computer Technology and the Web, 2005 (U.S. adult women)
• Table 2-7: Female Demographics by Agreement with Statement: I Like the Idea of Digital TV, 2005 (U.S. adult women)
• Table 2-8: Female Demographics by Agreement with Statement: I Love to Buy New Gadgets and Appliances, 2005 (U.S. adult women)
• Table 2-9: Female Demographics by Agreement with Statement: I Try to Keep Up With Developments in Technology, 2005 (U.S. adult women)

Chapter 3: Technology At Home

• Overview of Personal PC Ownership and Usage
• Figure 3-1: Household Personal Computer Usage/Hours Per Week: Women vs. Men, 2005 (U.S. adults)
• 74% of Women Report Household Ownership of a PC
• Accessories/Software: Speakers and Word-Processing Software Lead the Pack
• Figure 3-2: Household Usage of PC Peripherals/Accessories: Overall and by Type, 2005 (U.S. adult women)
• Younger, Educated Women Own PCs
• 77% of Women Report Household Usage of Online/Internet Services
• Figure 3-3: Female-Favorite Websites/Search Engines Visited in Last 30 Days by Selected High Indexes, 2005 (U.S. adult women)
• Most Women Use Online/Internet Services
• Women Access Online/Internet Services with Phone, Cable, DSL
• Younger, Working Women Use Websites and Search Engines
• 63 Million Women Live in Households Using PCs to Access Internet/Email
• Women Are Receptive to Internet Advertising
• Other Electronics: DVD Players and Video Games Attract the Most Women
• Figure 3-4: Ownership/Usage of Selected Electronics Products by Women, 2005 (U.S. adults)
• Working, Educated Women Own PDAs
• Three-Quarters of Women Own DVD Players/Recorders
• High-Tech Televisions Attract 16% of Women
• Two-Fifths of Women Own TV Video Games
• Women on the Radar for Satellite Radio
• Table 3-1: Personal PC Ownership and Usage: Women vs. Men, 2005 (U.S. adults)
• Table 3-2: Household PC Ownership: Women vs. Men, 2005 (U.S. adults)
• Table 3-3: Household PC Usage: Women vs. Men, 2005 (U.S. adults)
• Table 3-4: Female Demographics for PC Ownership, 2005 (U.S. adult women)
• Table 3-5: Overview of Internet Usage: Women vs. Men, 2005 (U.S. adults)
• Table 3-6: Female Demographics for Use of Online/Internet Services, 2005 (U.S. adult women)
• Table 3-7: Female Demographics for Using a Phone Modem (Dial-Up) as Method of Access for Online/Internet Services, 2005 (U.S. adult women)
• Table 3-8: Female Demographics for Using a Cable Modem as Method of Access for Online/Internet Services, 2005 (U.S. adult women)
• Table 3-9: Female Demographics for Using DSL as Method of Access for Online/Internet Services, 2005 (U.S. adult women)
• Table 3-10: Female Demographics for Use of Websites/Search Engines in Last 30 Days, 2005 (U.S. adult women)
• Table 3-11: Female Demographics for Use of PC by Anyone in Household for Internet/Email, 2005 (U.S. adult women)
• Table 3-12: Female Demographics for Above Average or Far Above Average Receptivity to Internet Advertising, 2005 (U.S. adult women)
• Table 3-13: Overview of Usage of Selected Other Electronics: Women vs. Men, 2005 (U.S. adults)
• Table 3-14: Female Demographics for Ownership of PDA, 2005 (U.S. adult women)
• Table 3-15: Female Demographics for Ownership of DVD Player/Recorder, 2005 (U.S. adult women)
• Table 3-16: Female Demographics for Recent Purchase of High-Tech TV, 2005 (U.S. adult women)
• Table 3-17: Female Demographics for Ownership of Video Games Attached to TV, 2005 (U.S. adult women)
• Table 3-18: Female Demographics for Ownership of Hand-Held Video Games, 2005 (U.S. adult women)
• Table 3-19: Female Demographics for Use of Satellite Radio Systems, 2005 (U.S. adult women)

Chapter 4: Technology At Work

• PC Usage at Work
• Figure 4-1: Overview of Personal Computer, Internet, and Business Software Usage at Work: Women vs. Men, 2005 (U.S. adults)
• Over 15% of Women Spend 21 or More Work Hours Per Week on the Computer
• Figure 4-2: Personal Computers at Work—Average Number of Hours Used Per Week: Women vs. Men, 2005 (U.S. adults)
• Figure 4-3: Brands of Personal Computers Used at Work: Women vs. Men, 2005 (U.S. adults)
• Occupation, Income Determine Workplace PC Usage
• Occupation, Income Determine Workplace Internet Usage
• Figure 4-4: Frequency of Internet Usage at Work: Women vs. Men, 2005 (U.S. adults)
• Internet Alters How Younger, Wealthier Women Work
• Wealthy, Educated Women Own Business Software
• Few Women Use Cell Phones/Beepers for Work
• Figure 4-5: Business Usage of Cellular/Wireless Phones and Pagers/Beepers: Women vs. Men, 2005 (U.S. adults)
• Occupation, Employment Status Affect Cell Phone Use
• Table 4-1: Overview of Personal Computer at Work Usage: Women vs. Men, 2005 (U.S. adults)
• Table 4-2: Female Demographics for Use of Personal Computers at Work, 2005 (U.S. adult women)
• Table 4-3: Female Demographics for Use of Online/Internet Services at Work, 2005 (U.S. adult women)
• Table 4-4: Female Demographics for Agreement with Statement: The Internet Has Changed the Way I Work, 2005 (U.S. adult women)
• Table 4-5: Female Demographics for Ownership of Business Software, 2005 (U.S. adult women)
• Table 4-6: Overview of Work-Related Usage of Cell Phones and Pagers/Beepers: Women vs. Men, 2005 (U.S. adults)
• Table 4-7: Female Demographics for Use of Cell Phones for Business, 2005 (U.S. adult women)

Chapter 5: The Internet and Shopping

• Steady Gains in Online Shopping by U.S. Consumers
• The Female Factor
• Figure 5-1: Overview of Internet Shopping Attitudes and Behaviors: Women vs. Men, 2005 (U.S. adults)
• Internet Affects How Women Get Information about Products
• Internet Has Changed the Way Women Shop
• Women Doing More Shopping Online
• Younger Women Prefer Email
• Internet Helps Women Plan Shopping Trips
• Overview of Internet Advertising Receptivity: Women vs. Men
• Figure 5-2: Overview of Internet Advertising Receptivity: Women vs. Men, 2005 (U.S. adults)
• What Women Are Buying Online
• Figure 5-3: Likelihood of Internet Shopping by Women in Last 12 Months by Items Ordered, 2005 (U.S. adults)
• Women Order Online from External Sources
• Women Use Internet to Order from Catalogs
• Amount Spent by Female Online Shoppers
• Overview: Women Who Spend Over $500 Yearly Online
• Overview: Women Who Spend $150-$499 Yearly Online
• Overview: Women Who Spend Under $150 Yearly Online
• Table 5-1: Overview of Internet Shopping Attitudes and Behaviors: Women vs. Men, 2005 (U.S. adults)
• Table 5-2: Female Demographics by Agreement with Statement: The Internet Has Changed the Way I Get Information for Products, 2005 (U.S. adult women)
• Table 5-3: Female Demographics by Agreement with Statement: The Internet Has Changed How I Shop for Products, 2005 (U.S. adult women)
• Table 5-4: Female Demographics by Agreement with Statement: I’m Doing More Shopping on the Internet, 2005 (U.S. adult women)
• Table 5-5: Female Demographics by Agreement with Statement: I Like to Hear About Products and Services by Email, 2005 (U.S. adult women)
• Table 5-6: Female Demographics by Agreement with Statement: I Use the Internet to Help Plan Shopping Trips, 2005 (U.S. adult women)
• Table 5-7: Overview of Internet Advertising Receptivity: Women vs. Men, 2005 (U.S. adults)
• Table 5-8: Overview of Internet Shopping in Last 12 Months by Items Ordered: Women vs. Men, 2005 (U.S. adults)
• Table 5-9: Overview of Internet Shopping in Last 12 Months by External Source Ordered From: Women vs. Men, 2005 (U.S. adults)
• Table 5-10: Female Demographics for Ordering on the Internet from Catalogs, 2005 (U.S. adult women)
• Table 5-11: Overview of Internet Shopping in Last 12 Months by Amount Spent: Women vs. Men, 2005 (U.S. adults)
• Table 5-12: Demographics of Female Internet Shoppers by Amount Spent in Last 12 Months: $500 or More, 2005 (U.S. adult women)
• Table 5-13: Demographics of Female Internet Shoppers by Amount Spent in Last 12 Months: $150-$499, 2005 (U.S. adult women)
• Table 5-14: Demographics of Female Internet Shoppers by Amount Spent in Last 12 Months: Under $150, 2005 (U.S. adult women)

Chapter 6: Looking Ahead

• Trends and Opportunities
• Women: A Prime Opportunity for Market Growth
• Tapping Into an Overlooked Market for Electronics
• Retail Channel Opportunities
• Customer Service Is Key
• Stores with Personality
• High-Growth Demographic Segments
• Education = Profit
• Get ‘Em While They’re Young
• Minority Report
• The Booming Boomer Market
• Opportunities on the Net
• Shopping Online
• Getting Information
• Gaming
• Modes of Access
• Computers and Computer Accessories
• Other Technology Products
• DVD Players and High-Tech Television
• Video Games
• Cellular Phones
• Electronics Accessories