iPods Are a Girl's Best Friend
Apparently, American women are not the tech-dunces we're told we are. Despite all the biological hard-wiring that makes us crave Manolos and our heads spin when faced with a gadget, An Oxygen Network survey released Tuesday found that more than three out of four women said they'd choose the TV over a diamond solitaire necklace. Women preferred a top-of-the-line cellphone to designer shoes by a similar margin. And a little white iPod narrowly trumped a little black dress.
And this study was conducted before the tech babes made a calendar!
The findings suggest advertisers need to address a broad audience and not talk down to women. Advertisers are best served communicating lifestyle benefits of tech products by showing what's useful about them, rather than focusing on specifications, Oxygen says.
"There have been some missed opportunities to market consumer electronics to women," says Steve Koenig, senior manager of industry analysis for the Consumer Electronics Association, whose research reveals only subtle differences between the sexes in their attitudes toward technology.
In the Oxygen survey, 59% of women agreed with the statement "Women are much more tech savvy than they give themselves credit for." Among the men, just 38% agreed.
"Men and women are equally competent in the technology arena," says Oxygen CEO Geraldine Laybourne.
It was only a matter of time before we ruined gadgetry for men, just like we did college, work, sex, and everything else. Now, men will be running like mad back to typewriters and rotary phones because it's just no damned fun anymore.