U.S. Market for Women and Technology Products and Services: Trends in Users Demographics, Attitudes and Purchasing Behaviors at Home and Work, The

Feb 1, 2006
260 Pages - Pub ID: LA1123265
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Female buying power in the area of technology is greater today than it has ever been, with women responsible for $55 billion of technology purchases yearly, and with women expected to represent an even larger slice of the technology pie as marketers tap more effectively into this demographic. Already, the percentage of women using technology—including the Internet, computers, and other trendy consumer electronics (PDAs, cell phones, DVD players, high-tech TVs, etc.)—is on the rise, with the growth spanning age and racial groups as well as income brackets. During 2004, for example, over 51% of Internet users were women, and this percentage is expected to increase to almost 53% by 2008. As the ones responsible for making household technology purchases, women are considered a prime target market for consumer electronics, and they are also a growing force in the area of technology in the workplace. Currently, nearly one-third (31%) of women use a personal computer at work, and more than one-fifth (21%) say that the Internet has changed the way they work.

Tracking the all-important and fast-evolving female market for technology and the related products, this all-new report from Packaged Facts analyzes women’s attitudes, preferences, and purchasing behaviors in light of three key areas: technology at work, technology at home, and online shopping, with a particular focus on personal computers, Internet, and online purchasing behaviors and attitudes. In doing so, this data-rich report tabulates and examines women’s use of technology by age segment, race/ethnicity, marketing region, and socio-economic characteristics, as well as actual behaviors and attitudes, based on custom tabulations of spring 2005 Simmons Market Research Bureau data. It also identifies and examines trends and opportunities for future market development, such as retail-level initiatives aimed at making women feel more welcome in box-box retailers like Best Buy and Circuit City, and female demographic segments and product categories to watch.

Report Methodology
The information in The U.S. Market for Women and Technology: Products and Services at Home and the Office is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the technology market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Consumer behavior patterns and data were derived from Simmons Market Research Bureau’s National Consumer Survey for Spring 2005.

What You’ll Get in this Report
The U.S. Market for Women and Technology makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Women and Technology makes.

  • The report offers insight into:
  • Women as technology consumers
  • Women’s use of technology at home
  • Women’s use of technology in the office
  • Women’s use of the Internet and online shopping

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the technology industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of how women view and use technology, and the trends and opportunities affecting the market. Contributing to that understanding will be a detailed discussion of the female technology consumer based on Simmons data.

This report will help: •

  • Marketing Managers identify market opportunities and develop targeted promotion plans for technology products and services sold to women. •
  • Research and development professionals stay on top of competitor initiatives and explore demand among women for technology services and products. •
  • Advertising agencies working with clients in the technology industry understand the product buyer to develop messages and images that compel women to purchase and use these products. •
  • Business development executives understand the dynamics of the market and identify possible partnerships. •
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • 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

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