Women: We Love Tech, Too
Between June 2011 and June 2012, women’s share of dollars spent on technology climbed to 47 percent or about 3 percent year over year, according to NPD. “It was women, particularly 18- to 34-year-olds, who were driving that growth,” with tablets and smartphones leading the way, notes senior analyst Liz Cutting. In terms of overall tech spending, the Consumer Electronics Association (CEA) found that women spent an average of $667 compared with $728 for men in its 2011 Women and CE study. And, although both figures were significantly lower than those reported in 2007, the spending gap narrowed by almost two-thirds.
“We’re seeing the comfort level rise among women who are finding consumer electronics products easy to set up and use,” said CEA’s Jessica Boothe. “Men have a tendency to outspend women overall, but women are big influencers in where the money is spent.” Six in 10 women reported initiating or being involved in the buying process. And while women tend to think of HDTVs, DVD players, and other A/V gear as household products, versus men who claim full ownership, they are more likely to claim ownership of e-readers, notebook computers, and cell phones.
In the male-dominated home audio category, the advent of wireless streaming and products like soundbars has made audio more appealing to women. The soundbar greatly simplifies the shopping experience and makes it less intimidating, said Molly Gibson, founder of Sixty3percent, which specializes in teaching men how to sell technology to women. “If you come to a store overwhelmed, the last thing you want is a lot of choices—like the 400 different speakers in the Darth Vader audio room.”