Consumers Women are taking a greater interest in, and have a more sophisticated understanding of electronics than ever before. Women actually spent more on technology last year than men, according to the Consumer Electronics Association. It says women accounted for $55 billion of the $96 billion spent on electronics gear (statistic from a January 6 CEA press release). Women are increasingly interested in gadgets, from DVD players to digital cameras, for themselves or birthday gifts for their families. Almost a third of women consider themselves early adopters willing to buy cutting-edge consumer technology. CEA reported that women in the United States are becoming more likely to use consumer electronics. CEA’s study provides detailed information about the attitudes, purchase considerations, decision influences, purchase channels, current product ownership, and future purchase intent. Here are some of the findings: • Women are involved in 89 percent of all consumer electronics purchase decisions. • 84% of women believe that new technologies can improve their lives. • 48% of women age 18–34 own a digital camera. The CEA survey noted that women have very positive reactions to specific technology areas, like HDTV, cell phones, and digital photography. Women have more buying power and they increasingly use technology to manage their busy schedules.
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