Arlington, VA – 02/06/2012 – As sweethearts make plans for their sweeties this Valentine’s Day, they would be wise to think about buying electronics instead of traditional gifts for the women in their lives. According to a new study from the Consumer Electronics Association (CEA)®, Women in CE,
electronics are a desired purchase among both sexes.
The new study found that women’s interest in technology has increased in the years since CEA’s 2007 The Truth About Women and Consumer Electronics study, with eight in 10 women now expressing an interest in CE products and nearly half of those (41 percent) saying they were “very interested” in CE. This is an increase of 10 percentage points over the previous study.
Men continue to outspend women on overall CE purchases, but the gap between genders is shrinking. On average, men spent $728 on CE purchases in the past 12 months, while women spent $667 during that same time period, a difference of $61. In the 2007 study, the spending gap between men and women was closer to $200. Women also exert a significant amount of influence in most CE purchases. Six in 10 (61 percent) women initiate or are involved in the process in which a CE product is actually purchased.
Women, however, are far less likely to claim ownership of most CE products. The study shows that women are more likely to consider CE products as “household” products, meaning they consider ownership of the device, such as TVs and DVD players, to be shared with a spouse, partner, roommate or child. However, when it comes to newer and mobile technologies, such as e-readers, notebook computers and smartphones, women were more likely than men to claim sole ownership.
“This Valentine’s Day, the way to a women’s heart just might be through electronics,” said Jessica Boothe, manager of strategic research, CEA, who oversaw this study. “Women want technology more than ever and they view electronics as very personal devices that can be toted around and customized with private information.”
When shopping for their next CE device, men and women both cite the same purchase factor as most important: price. Ease of use, warranty and multiple functionality are the next most important purchasing factors among both sexes. Also important to women is product size and weight, something that generally is less of a concern among men. Color ranks near the bottom as a factor among women when buying electronics.
“Forget pink. Women don’t want to be catered to with ultra-feminine looking products; they simply prefer lightweight devices that can fit smaller hands and smaller body frames,” said Boothe. “Women play many roles, like mother, spouse and career women, and CE products that can perform many functions are a necessity.”
The Women and CE study also concluded that women are more likely than men to find that electronics can simplify their life. More than three out of four women (77 percent) say “CE makes life easier,” compared with 69 percent among men. Eighty-four percent (84 percent) of women also agreed that “CE makes it easier to keep in touch,” compared with 78 percent for men.
The study, Women and CE , was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at members.CE.org. Non-members may purchase the study at the CEA Store.