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    Wednesday, August 02, 2006

    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.

    5 Comments:

    Blogger Omnipotent Poobah said...

    Damn, you can't trust a poll conducted by Oxygen. They're all GIRLS over there :-)

    10:37 PM  
    Anonymous Luke said...

    "Men and women are equally competent in the technology arena," says Oxygen CEO Geraldine Laybourne.

    as a huge tech junkie, cnet.com I always enjoyed because they never made all their gadgets and electronics about gender. none of those awful "10 gadgets your girlfriend will love!" "5 gizmos for a guy's guy." And, they aren't afraid of being bullied into the "men know tech, i'll only learn about tech from a man" garbage because they have a real diversity of women, women of color, men of color doing a lot of the expert reviews :-D

    10:48 PM  
    Anonymous val said...

    I like cnet, and they're pretty good about the gender balance thing. But I did once see a blurb on linux with a headline similar to "think you know linux, fanboy". So they do slip up once in a while.

    3:45 AM  
    Blogger Sly Civilian said...

    "Now, men will be running like mad back to typewriters and rotary phones because it's just no damned fun anymore."

    Lmao! Just *try* to separate me from my ibook. :)

    It's good to see this...i think sometimes the "women know tech, too" stories tend to be about masculinizing them, or fetishizing some tech-saavy goddess figure. The real truth is that the early adopter, late adopter divide has both men and women on both sides...

    When they say things like this "communicating lifestyle benefits of tech products"...i can see that they're really talking about that divide, not gender. Lifestyle benefits is a classic late adopter concern, regardless of gender.

    10:10 AM  
    Blogger EL said...

    The real truth is that the early adopter, late adopter divide has both men and women on both sides...

    Exactly!!!!

    4:27 PM  

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