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BizReport : Research archives : May 28, 2009

Report: Apple tops female tech lists

When it comes to technology, women are more likely to be enamored of Apple than Microsoft according to a recent report from Solutions Research Group. Why does this matter? Because knowing which brands different demographics favor does spell the difference is a successful and an unsuccessful ad campaign.

by Kristina Knight

Researchers found that Apple and Microsoft are very close, but Apple with a 20% 'admiration' vote outscored Microsoft by more than half. Only about 10% of women reported that they admired the PC giant.

Other brands which women identify with? Verizon, Google, LG, Nintendo, Samsung, Blackberry and Gateway.

Why should women now be on tech-marketers radar? Because 45 million US women bought some type of digital product within the last six months; and many made more than one tech purchase. Women are buying tech products for themselves, but also for family members - adding a teen's cell phone, purchasing a gaming system for a tween or buying a laptop for a graduating student are only three reasons women are researching and buying tech products online and offline.

"As women close the gender-gap in technology use, being top-of-mind is more important than before," said Donna Hall, co-director of the Women & Digital Life study. "Teens and young women influence their parents' choices while moms make choices for themselves and their children, suggesting strong potential for additional Apple products in the home."

Why was Apple at the top of the list? Women said:
• Apple products were innovative, catchy and diverse
• Apple continually improves upon or develops new products
• Apple makes cool, fun stuff and can be trusted.

The study is part of SRG's "Women & Digital Life" study.

Tags: demographic advertising, female demographic, Solutions Research Group, technology advertising

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