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BizReport : Research archives : March 31, 2008

SRG: Women lead in tech adoption

For several years men, specifically men between the ages of 18 and 24, have been thought to be the most important group of early adopters for marketers. This could be changing. According to a recent Solutions Research Group report, women are adopting social media, online television and gaming use at a faster rate than other demographics.

by Kristina Knight

The study found that 15% of women streamed television shows during the reporting period while only 11% of men did so. Women with kids under 6 years of age (19%) and English-speaking Hispanic women (21%) are the most active females where online streaming is concerned.

Another interesting finding is that women are very attached to their DVR's. Women DVR favorite programs more than 9 times each week (on average) while men DVR programs only 8 times per week (on average). Nearly 60% of women with children watch programs via their DVR while only about 40% of men do the same.

Which tech products are females most interested in? Camera phones (24%), console/handheld games (23%) and digital media players (19%), followed by laptop computers (14%) and GPS (10%).

This is an interesting shift for advertisers to note because of the past few years, many online marketers have targeted men as the early adopting segment. This report indicates that females are adopting new online technology at a faster rate than men and that they are sticking with the newer technology for longer periods of time.

Tags: early adopters, mobile consumers, streaming television

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