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The Truth About Women and Consumer ElectronicsPublished by: Consumer Electronics Association Published: Jul. 1, 2007 - 1781 Pages Table of ContentsGENDER AGE RACE ETHNICITY INTERNET CONNECTION CE OWNERSHIP USAGE: TV (ANY TYPE) USAGE: HIGH-DEFINITION TV USAGE: DIGITAL VIDEO RECORDER, SUCH AS TIVO USAGE: DVD PLAYER (ANY TYPE) USAGE: DIGITAL CAMERA USAGE: AUDIO/VIDEO RECEIVER WITH SURROUND SOUND PROCESSOR USAGE: PORTABLE MP3 / DIGITAL AUDIO PLAYER USAGE: PORTABLE DIGITAL MEDIA PLAYER USAGE: DESKTOP COMPUTER USAGE: NOTEBOOK OR LAPTOP COMPUTER USAGE: VIDEO GAME CONSOLE USAGE: PORTABLE GAME DEVICE USAGE: IN-DASH CD PLAYER USAGE: CAR VIDEO ENTERTAINMENT SYSTEM USAGE: IN-DASH NAVIGATION / GPS SYSTEM USAGE: PORTABLE OR HAND-HELD GPS DEVICE USAGE: XM OR SIRIUS SATELLITE RADIO USAGE: CELLULAR PHONE PURCHASE INITIATION: TV (ANY TYPE). PURCHASE INITIATION: HIGH-DEFINITION TV. PURCHASE INITIATION: DIGITAL VIDEO RECORDER. PURCHASE INITIATION: DVD PLAYER (ANY TYPE). PURCHASE INITIATION: DIGITAL CAMERA. PURCHASE INITIATION: AUDIO/VIDEO RECEIVER WITH SURROUND SOUND PROCESSOR. PURCHASE INITIATION: PORTABLE MP3 / DIGITAL AUDIO PLAYER. PURCHASE INITIATION: PORTABLE DIGITAL MEDIA PLAYER. PURCHASE INITIATION: DESKTOP COMPUTER. PURCHASE INITIATION: NOTEBOOK OR LAPTOP COMPUTER. PURCHASE INITIATION: VIDEO GAME CONSOLE. PURCHASE INITIATION: PORTABLE GAME DEVICE. PURCHASE INITIATION: IN-DASH CD PLAYER. PURCHASE INITIATION: CAR VIDEO ENTERTAINMENT SYSTEM. PURCHASE INITIATION: IN-DASH NAVIGATION / GPS SYSTEM. PURCHASE INITIATION: PORTABLE OR HAND-HELD GPS DEVICE. PURCHASE INITIATION: XM OR SIRIUS SATELLITE RADIO. PURCHASE INITIATION: CELLULAR PHONE. PURCHASER: TV (ANY TYPE). PURCHASER: HIGH-DEFINITION TV. PURCHASER: DIGITAL VIDEO RECORDER. PURCHASER: DVD PLAYER (ANY TYPE). PURCHASER: DIGITAL CAMERA. PURCHASER: AUDIO/VIDEO RECEIVER WITH SURROUND SOUND PROCESSOR. PURCHASER: PORTABLE MP3 / DIGITAL AUDIO PLAYER. PURCHASER: PORTABLE DIGITAL MEDIA PLAYER. PURCHASER: DESKTOP COMPUTER. PURCHASER: NOTEBOOK OR LAPTOP COMPUTER. PURCHASER: VIDEO GAME CONSOLE. PURCHASER: PORTABLE GAME DEVICE. PURCHASER: IN-DASH CD PLAYER. PURCHASER: CAR VIDEO ENTERTAINMENT SYSTEM. PURCHASER: IN-DASH NAVIGATION / GPS SYSTEM. PURCHASER: PORTABLE OR HAND-HELD GPS DEVICE. PURCHASER: XM OR SIRIUS SATELLITE RADIO. PURCHASER: CELLULAR PHONE. PERSONAL OWNERSHIP: TV (ANY TYPE) PERSONAL OWNERSHIP: HIGH-DEFINITION TV PERSONAL OWNERSHIP: DIGITAL VIDEO RECORDER, SUCH AS TIVO PERSONAL OWNERSHIP: DVD PLAYER (ANY TYPE) PERSONAL OWNERSHIP: DIGITAL CAMERA PERSONAL OWNERSHIP: AUDIO/VIDEO RECEIVER WITH SURROUND SOUND PROCESSOR PERSONAL OWNERSHIP: PORTABLE MP3 / DIGITAL AUDIO PLAYER PERSONAL OWNERSHIP: PORTABLE DIGITAL MEDIA PLAYER PERSONAL OWNERSHIP: DESKTOP COMPUTER PERSONAL OWNERSHIP: NOTEBOOK OR LAPTOP COMPUTER PERSONAL OWNERSHIP: VIDEO GAME CONSOLE PERSONAL OWNERSHIP: PORTABLE GAME DEVICE PERSONAL OWNERSHIP: IN-DASH CD PLAYER PERSONAL OWNERSHIP: CAR VIDEO ENTERTAINMENT SYSTEM PERSONAL OWNERSHIP: IN-DASH NAVIGATION / GPS SYSTEM PERSONAL OWNERSHIP: PORTABLE OR HAND-HELD GPS DEVICE PERSONAL OWNERSHIP: XM OR SIRIUS SATELLITE RADIO PERSONAL OWNERSHIP: CELLULAR PHONE INTEREST IN CE DIFFICULTY OF CE SETUP HELP FOR CE SETUP AGREE WITH: CONSUMER ELECTRONICS MAKE MY LIFE EASIER? AGREE WITH: CONSUMER ELECTRONICS ARE TOO COMPLICATED? AGREE WITH: CONSUMER ELECTRONICS MAKE IT EASIER TO KEEP IN TOUCH? AGREE WITH: THE INTERNET HAS IMPROVED MY LIFE? AGREE WITH: CONSUMER ELECTRONICS MAKE MY LIFE SAFER? AGREE WITH: CONSUMER ELECTRONICS ARE A GOOD VALUE FOR THE MONEY? AGREE WITH: CONSUMER ELECTRONICS MAKE LIFE MORE ENTERTAINING? IMPORTANCE IN DECISION TO BUY: IS EASY TO SET UP. IMPORTANCE IN DECISION TO BUY: IS EASY TO OPERATE. IMPORTANCE IN DECISION TO BUY: HAS A STYLISH APPEARANCE. IMPORTANCE IN DECISION TO BUY: IS A POPULAR BRAND NAME. IMPORTANCE IN DECISION TO BUY: COMES IN A COLOR YOU LIKE. IMPORTANCE IN DECISION TO BUY: HAS A LOT OF MATCHING ACCESSORIES AVAILABLE. IMPORTANCE IN DECISION TO BUY: IS FUN TO USE. IMPORTANCE IN DECISION TO BUY: IS THE RIGHT SIZE OR WEIGHT. AMOUNT SPENT ON CE AMOUNT PERSONALLY SPENT ON CE FREQUENCY OF VISITING ELECTRONICS STORE DESCRIBE BIG BOX RETAILER: A FUN PLACE TO VISIT? DESCRIBE BIG BOX RETAILER: WARM AND WELCOMING? DESCRIBE BIG BOX RETAILER: MY FAVORITE PLACE TO LEARN ABOUT CE PRODUCTS? DESCRIBE BIG BOX RETAILER: A PLACE WHERE EMPLOYEES ARE HELPFUL? DESCRIBE BIG BOX RETAILER: A PLACE I ENJOY SPENDING TIME? DESCRIBE BIG BOX RETAILER: A PLACE THAT WOULD APPEAL TO MOST WOMEN? DESCRIBE BIG BOX RETAILER: A PLACE THAT WOULD APPEAL TO MOST MEN? IMPORTANCE IN PURCHASE DECISION: ADVICE FROM FRIENDS / FAMILY MEMBERS / CO-WORKERS? IMPORTANCE IN PURCHASE DECISION: ARTICLES IN MAGAZINES / NEWSPAPERS? IMPORTANCE IN PURCHASE DECISION: ADVERTISEMENTS IN MAGAZINES / NEWSPAPERS? IMPORTANCE IN PURCHASE DECISION: INTERNET NEWS SITES OR PRODUCT REVIEWS? IMPORTANCE IN PURCHASE DECISION: INTERNET ADVERTISEMENTS? IMPORTANCE IN PURCHASE DECISION: MANUFACTURER WEBSITES? IMPORTANCE IN PURCHASE DECISION: RETAILER WEBSITES? IMPORTANCE IN PURCHASE DECISION: IN-STORE DISPLAYS? IMPORTANCE IN PURCHASE DECISION: COMMERCIALS ON TV? IMPORTANCE IN PURCHASE DECISION: SALESPEOPLE AT THE STORE? IMPORTANCE IN PURCHASE DECISION: INFORMATION ON THE PACKAGING? IMPORTANCE IN PURCHASE DECISION: CONSUMER REPORT PUBLICATIONS (I.E., CONSUMER REPORTS)? IMPORTANCE IN PURCHASE DECISION: POINT OF PURCHASE DISPLAYS? PLACE OF PURCHASE LIKELIHOOD OF PURCHASE AT: GENERAL ELECTRONICS STORE, I.E. BEST BUY OR CIRCUIT CITY? LIKELIHOOD OF PURCHASE AT: HIGH- END ELECTRONICS STORE, I.E. TWEETER, MYER-EMCO? LIKELIHOOD OF PURCHASE AT: SPECIALTY ELECTRONICS STORE, I.E. RADIO SHACK? LIKELIHOOD OF PURCHASE AT: LOCAL INDEPENDENT ELECTRONICS STORE? LIKELIHOOD OF PURCHASE AT: AUTOMOTIVE ELECTRONICS STORES? LIKELIHOOD OF PURCHASE AT: COMPUTER STORE, I.E. COMPUSA? LIKELIHOOD OF PURCHASE AT: MASS MERCHANT, I.E. KMART, WAL-MART OR TARGET? LIKELIHOOD OF PURCHASE AT: WAREHOUSE CLUB, I.E. SAMS, BJS OR COSTCO? LIKELIHOOD OF PURCHASE AT: OFFICE SUPPLY STORE? LIKELIHOOD OF PURCHASE AT: DEPARTMENT STORE, I.E. SEARS? LIKELIHOOD OF PURCHASE AT: HOME STORE, I.E. HOME DEPOT OR LOWES? LIKELIHOOD OF PURCHASE AT: ONLINE RETAILER? COLOR PREFERENCE BLACK VS. PINK PREFERENCE OWNERSHIP TELEPHONE OWNERSHIP ADOPTION RESIDENCE MARTIAL STATUS HOUSEHOLD MEMBERS EDUCATION EMPLOYMENT REGION CHILDREN IN HOUSEHOLD INCOME GENERATIONAL COHORT AbstractGeneralizing about the differences between genders for anything, let alone technology interest and usage, is a challenging (if not risky) proposition. This is because, for the most part, men and women share many themes in common. However, teasing through the data from any study such as this can reveal subtle suggestions about how men and women differ in their approach technology. This study includes gender comparisons of product ownership, level of involvement in household CE purchases, interest in CE products, appeal of various product characteristics, amount spent on consumer electronics (and who actually makes the purchase), and incidence of product usage and "personal" ownership of a household's device.Please Note: CEA Members should consult the organization prior to purchasing a report from MarketResearch.com. Any orders processed through this channel are non-refundable. Get Full Details About This Report >> |
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