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Dana Thorat Research Manager Clients & Mobility Primary Research IDC. Making Technology Work for Women. Title. Results from a April 2005 survey of WITI members & tech-savvy women. Agenda. Background Objectives Methodology Respondent profile Technology usage

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  1. Dana ThoratResearch Manager Clients & Mobility Primary Research IDC Making Technology Work for Women Title Results from a April 2005 survey of WITI members & tech-savvy women

  2. Agenda • Background • Objectives • Methodology • Respondent profile • Technology usage • Computing, mobile, entertainment • Household members as influencers • Importance of technologies • Attitudes and preferences • Product design and product features • Customer needs and product support • Product marketing and distribution • Attitudes about mobility • Benefit perceptions/Impact on respondents’ lives • Summary: A new understanding about women and technology

  3. Background

  4. Survey Objectives • Gain more insight about the technology usage of tech-savvy women • Better understand their attitudes about using IT products and services (including product features, marketing, customer support, etc.) • Identify impact of mobile technologies on their lives • Identify their key technology issues and “pain points”

  5. Methodology • Methodology • Web-based survey • Invited current and former WITI members, WITI’s affiliate members, and other tech-savvy women • Conducted in March-April 2005 • 2,451 completed responses – all women (except 15 men, who were excluded from our analysis) • Comparison groups by: • Age • Ethnicity • Household size (children/no children) • Household income • Sample not representative, but reflective, of tech-savvy women

  6. Respondent Profile

  7. Educated and Professional • 94.2% U.S. respondents • Average age = 42 (range from 20 - 80 yrs. old) • 87% college educated (41% graduate degrees) • 96.6% employed (18.1% self-employed) • Professional roles • 15.5% VP and above • 19.9% managers/directors • 13.5% business staff • 32.3% IS/IT (management or staff)

  8. Respondent Household Size • Size of household • Mean = 3.67 people • Median = 3.0 people Children 34% No Children 66%

  9. Respondent Annual Household Income n = 2,451 100 No answer = 26.4% 90 80 70 60 50 40 30 21.5 18.9 13.6 20 7.7 5.5 4.0 2.5 10 0 $30,000 or less $30,001 to $45,000 $45,001 to $60,000 $60,001 to $75,000 $75,001 to $100,000 $100,001 to $150,000 More than $150,000

  10. Technology Usage

  11. Respondent Computing and Mobile Usage: HH with Children vs. HH without Children Technology used by respondent in last 12 months % of respondents n = 821 n = 1,630 * Denotes significant difference

  12. Respondent Entertainment Technology Usage: HH with Children vs. HH without Children Technology used by respondent in last 12 months % of respondents n = 821 n = 1,630 * Denotes significant difference

  13. n = 1,429 n = 763 Cell Phones and Home Networks More Important for Respondents with Children Q: Please rate the following devices in terms of their importance to you in your daily life: Mean importance rating Essential mobility Home computing Additional mobility Scale: 1 = not at all important; 10 = very important * Denotes significant difference

  14. Attitudes and Preferences

  15. Strongly agree ! ! ! Somewhat agree 68.2% Product features are suitablefor my work style 67.7% Products typically have more features than I really need 63.8% Product features are suitablefor my lifestyle 18.1% Products are designed to beuser friendly for women 14.6% Products are designed to beappealing to me as a woman Product Design/Product Features Attitudes n = 2,426

  16. Strongly agree Somewhat agree ! Manufacturers understand my needs as a customer 32.1% Customer support people understand my needs as a user 31.0% Retailers/sales people understand my needs as a customer 25.0% I typically ask a man to help me install or set up technology products 23.6% I typically ask a man's opinion before choosing or purchasing a technology product 21.5% Customer Needs/Product Support Attitudes n = 2,426

  17. …On Customer Needs f“… ease of use and getting up and running is foremost. We have no time to play with the technology (like most men do), have no time to troubleshoot (like most men will do for hours), and no time to waste on it breaking down on us…” f

  18. Strongly agree Somewhat agree ! ! Technology products are typically offered in places that I shop 63.6% Marketing campaigns for technology products disregard or ignore me as a female customer 43.8% Technology product Web sites are appealing to me as a woman 33.0% Product Marketing/Distribution Attitudes n = 2,426

  19. … on Technology Marketing f“… Being female is only a small part of who I am so I don't want or expect or respond to marketing that is targeted just to women... focus less on me as a woman and more on me as a professional, traveler, golfer, educator, mentor…. It's the individual, not the gender, that is the buyer.”

  20. Strongly agree ! ! ! Somewhat agree Attitudes about Technology Trends I am willing to pay a premium for a trustworthy brand 74.9% Technology products are becoming obsolete too fast 64.1% Having the latest technology is important to me 52.0% More feminine style choices (i.e., sizes, colors and designs) are needed 37.6% Technology is generally unreliable 12.8% n = 2,426

  21. … on Technology Styles f“… I HATE the idea of creating technology in "feminine" colors. I don't want PINK. I am attracted to bold colors that may even be the same for men. For me it is about the sleek design and the style. ” f

  22. n = 2,398 n = 206 n = 623 n = 826 n = 512 Mobile Technology Attitudes, by Age Mean agreement score 1 = Strongly disagree; 5 = Strongly agree Total < 30 30 - 39 40 - 49 50+

  23. n = 2,398 n = 206 n = 623 n = 826 n = 512 Mobile Technology Attitudes, by Age (cont’d) Mean agreement score 1 = Strongly disagree; 5 = Strongly agree Total < 30 30 - 39 40 - 49 50+

  24. Summary and Conclusions

  25. A New Understanding about Women and Technology • Early majority of female tech adopters span demographic segments • Households with children important life stage for adoption of: • Cell phones • Computing/broadband/home networks • Entertainment devices and services • Issues/perceptions • Women want the latest technologies, but they also perceive that technology is becoming obsolete too fast • Females are pragmatic – not feature creatures! • They want technology to be up and running fast—no time or patience to play with it or troubleshoot • Needs not addressed: • Product appeal/user friendliness • Retail/customer support • Marketing

  26. … on Change f“I have just always accepted what is available on the market…. we shouldn't just have to accept whatever is out there.”

  27. Questions? Please email me at dthorat@idc.com

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