Survey Results Discredit Gender Stereotypes For Electronics Products Types And Usage Of Consumer Electronics

Products Do Not Vary Widely Between Men And Women

22-Nov-00

When it comes to technology, women and men may well be more alike in their thoughts and perceptions than most people think. According to the results of a recent study by eBrain Market Research, although a technology gender gap does still exist, the types of consumer electronics products men and women have in their homes do not vary widely. Further, there are very few differences when it comes to the ""regular"" usage of these same products.The study found that men are only somewhat more likely to have certain types of products in their homes than women (home stereos, hand-held music devices, computers, video game systems, camcorders and DVD players). The study also found that there is little difference between men and women in terms of actually using these same products. For example, when asked, ""Which of the following do you personally use on a regular basis?"" the biggest discrepancy was found in camcorders (men 44 percent, women 33 percent), whereas most categories were separated by less than 5 percent.Also interesting is the apparent disappearance of the gender gap between the number of men and women online. Sixty-six percent of men report being online compared to 61 percent of women. In a similar survey conducted in 1998, men and women reported 56 percent and 42 percent respectively. However, both sexes are not necessarily engaged in the same types of online activities. In fact, more men than women are active in most online activities measured in this survey, including researching products, purchasing items, chatting and participating in auctions. In spite of this, there is no gender difference in the frequency of performing these online activities among those who are engaging in them.""The concept of consumer electronics products being 'toys for boys' is clearly outdated,"" said Todd Thibodeaux, Chief Operating Officer of eBrain Market Research. ""The utility of these products is universal, and consumers, both male and female, recognize the benefits to their lifestyles and workstyles.""The gender differences that were found dealt mainly with the research and installation aspects of consumer electronics purchases. When asked who initiates the purchase process, the survey found a clear bias towards men as the initiator - nearly 60 percent of men responded ""myself,"" as opposed to less than 50 percent of women. In addition, men tend to utilize the media as a resource for information about technology more than women, while women tend to get their information from other people, such as their spouse, children, other relatives or friends.The biggest difference was found in installation behavior once a product is purchased. Men are clearly more involved with the setup and connection of new product purchases. When asked who the person responsible for setting up or connecting a new product, nearly 80 percent of men answered ""myself,"" as opposed to only 40 percent of women.The study was designed and formulated by eBrain Market Research. eBrain is smarter research. The most comprehensive source of sales data, forecasts, consumer research, international research and historical trends for the consumer electronics industry.The ""Women, Men & CE"" survey was designed and formulated by eBrain Market Research and fielded between October 6th and 9th, 2000 to a representative sample of 1000 random national households. The complete study is available free to Consumer Electronics Association member companies and members of the media. Non-members may purchase the study for $499 at www.eBrain.org.

Read More:
http://www.eBrain.org