Women and CE- The buying habits of a neglected demographic
A practical side is also demonstrated in their general attitudes about technology. Rather than getting caught up in men's gadget wars, women are less interested in technology overall (42 percent), even as they consider it important for keeping up in the job market (75 percent). Despite stereotypes, this is not the result of feelings of intimidation regarding technology. Fewer and fewer women see technology as too complex, with 31 percent saying so today, versus 46 percent four years ago.
In general, women's confidence and comfort with technology is growing at the same rate as their male counterparts'. More women are comfortable with purchasing PCs than ever before (52 percent versus 35 percent in 1998), and the same is true of DVD hardware (55 percent versus 26 percent). The last frontier is in tinkering. Men are slightly more likely to try to figure out a problem themselves first (62 percent versus 52 percent), with women twice as likely to seek help (33 percent versus 14 percent), though this may change in another four years. Suffice it to say, women are definitely viable CE customers.
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