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

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.