2012
01.19

More and more often, the person making decisions about what technology to bring into a home is a woman. That’s the message to take away from some recent articles and studies about the users of technology, and connected tech specifically.

I hesitate to bring this up, because any time you start talking about women and consumer electronics you can fall into the trap of talking about all the ways companies need to design their products to appeal to females. While product designers are obviously crafting some devices to appeal more to women, and some more to men, no doubt based on mountains of market research, the main takeaway is that in general we’re all pretty crazy about technology.

And in many cases, women are the leaders in using connected technology. A study by Parks Associates says women are 73% more likely than men to have watched a full-length TV show online in the past 30 days. Additionally, women have higher purchase intentions than men for almost all of the popular consumer electronics devices.

In the gaming category women are particularly heavy users, with Parks Associates reporting they are 40% more likely than men to play games on Facebook. Parks also says women are becoming more frequent users of gaming consoles, and they make up the majority of Nintendo Wii players, as well as owning about half of the Microsoft Xbox 360 and Sony PS3 devices.

Women are big Internet and mobile gamers. MocoSpace, a large gaming site on the Web, studied its users and reported its platform sees nearly equal traffic from men and women.

All this data leaves marketers and manufacturers trying to discover what women want in their connected devices. And the answer is more than products with pink covers. Women demand ease of use and a seamless integration with their everyday lives. But isn’t that what everyone is looking for in the end?

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