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Results from a April 2005 survey of WITI members & tech-savvy women

TitleTitle

Dana ThoratResearch Manager

Clients & Mobility Primary ResearchIDC

Making Technology Work for Women

AgendaAgenda• Background

– Objectives– Methodology

• Respondent profile

• Technology usage – Computing, mobile, entertainment– Household members as influencers– Importance of technologies

• Attitudes and preferences– Product design and product features– Customer needs and product support– Product marketing and distribution

• Attitudes about mobility– Benefit perceptions/Impact on respondents’ lives

• Summary: A new understanding about women and technology

BackgroundBackground

Survey ObjectivesSurvey Objectives

• Gain more insight about the technology usage of tech-savvy women

Better understand their attitudes about using IT products and services (including product features, marketing, customer support, etc.)

Identify impact of mobile technologies on their lives

Identify their key technology issues and “pain points”

MethodologyMethodology

• Methodology Web-based survey Invited current and former WITI members, WITI’s affiliate

members, and other tech-savvy women Conducted in March-April 2005 2,451 completed responses – all women (except 15 men, who

were excluded from our analysis) Comparison groups by:

– Age– Ethnicity– Household size (children/no children)– Household income

• Sample not representative, but reflective, of tech-savvy women

Respondent ProfileRespondent Profile

Educated and ProfessionalEducated and Professional

• 94.2% U.S. respondents

• Average age = 42 (range from 20 - 80 yrs. old)

• 87% college educated (41% graduate degrees)

• 96.6% employed (18.1% self-employed)

• Professional roles 15.5% VP and above 19.9% managers/directors 13.5% business staff 32.3% IS/IT (management or staff)

Respondent Household SizeRespondent Household Size

• Size of household

Mean = 3.67 people

Median = 3.0 people

Children34%

No Children66%

Respondent Annual Household IncomeRespondent Annual Household Income

2.5 4.0 5.5 7.7

13.618.9

21.5

0

10

20

30

40

50

60

70

80

90

100

$30,000 or less

$30,001 to

$45,000

$45,001 to

$60,000

$60,001 to

$75,000

$75,001 to

$100,000

$100,001 to

$150,000

More than $150,000

n = 2,451

No answer = 26.4%

Technology UsageTechnology Usage

Respondent Computing and Mobile Usage: HH with Children vs. HH without ChildrenRespondent Computing and Mobile Usage: HH with Children vs. HH without Children

TechnologyWithout Children

With Children

Broadband 92.3 94.4

Cell Phone 87.9 90.7

*Notebook Computer 84.5 89.6

*Desktop Computer 82.5 88.8

*Home Network 57.6 72.2

PDA 40.9 38.9

Camera Phone 27.4 29.7

Smartphone 16.8 15.2

% of respondentsTechnology used by respondent in last 12 months

* Denotes significant difference n = 1,630 n = 821

Respondent Entertainment Technology Usage: HH with Children vs. HH without ChildrenRespondent Entertainment Technology Usage: HH with Children vs. HH without Children

Technology Without Children

With Children

*Digital camera 75.6 83.8

*Portable digital music player (e.g, iPod or MP3 player)

30.6 38.1

Personal video recorder (e.g., TiVo) 24.0 27.8

* Video game console 12.1 21.3

Satellite radio 9.0 10.2

*Handheld Game (e.g., GameBoy) 5.3 12.7

% of respondents

* Denotes significant difference

Technology used by respondent in last 12 months

n = 1,630 n = 821

Cell Phones and Home Networks More Important for Respondents with ChildrenCell Phones and Home Networks More Important for Respondents with Children

Technology Without Children

With Children

Notebook Computer 8.8 8.7

*Cell Phone 8.6 8.9

Desktop Computer 7.9 7.8

* Home Network 7.2 7.9

WiFi 7.0 6.8

PDA 6.6 6.3

VoIP 4.9 5.0

*Satellite Radio 3.8 3.5

Scale: 1 = not at all important; 10 = very important* Denotes significant difference

n = 1,429 n = 763

Mean importance rating

Q: Please rate the following devices in terms of their importance to you in your daily life:

Essential mobility

Home computing

Additional mobility

Attitudes and PreferencesAttitudes and Preferences

Product Design/Product Features AttitudesProduct Design/Product Features Attitudes

Products are designed to beappealing to me as a woman

Products are designed to beuser friendly for women

Product features are suitablefor my lifestyle

Products typically have more features than I really need

Product features are suitablefor my work style

68.2%

67.7%

63.8%

18.1%

14.6%!

!

!

Strongly agree

Somewhat agree

n = 2,426

Customer Needs/Product Support AttitudesCustomer Needs/Product Support Attitudes

!

I typically ask a man's opinion before choosing or purchasing a technology

product

I typically ask a man to help me install or set up technology products

Retailers/sales people understand my needs as a customer

Customer support people understand my needs as a user

Manufacturers understand my needs as a customer 32.1

%

31.0%

25.0%

23.6%

21.5%

Strongly agree

Somewhat agree

n = 2,426

“… ease of use and getting up and

running is foremost. We have no time to play with the technology (like most men do), have no time to troubleshoot (like most men will do for hours), and no time to waste on it breaking down

on us…”

…On Customer Needs…On Customer Needs

Product Marketing/Distribution AttitudesProduct Marketing/Distribution Attitudes

Strongly agree

Somewhat agree

Technology product Web sites are appealing to me as a woman

Marketing campaigns for technology products disregard or

ignore me as a female customer

Technology products are typically offered in places that I

shop

63.6%

43.8%

33.0%

!

!

n = 2,426

“… Being female is only a small part of who I am so I don't want or expect or respond to marketing that is targeted just to women... focus less on me as a

woman and more on me as a professional, traveler, golfer,

educator, mentor….

It's the individual, not the gender, that is the buyer.”

… on Technology Marketing… on Technology Marketing

Attitudes about Technology TrendsAttitudes about Technology Trends

Technology is generally unreliable

More feminine style choices (i.e., sizes, colors and designs) are

needed

Having the latest technology is important to me

Technology products are becoming obsolete too fast

I am willing to pay a premium for a trustworthy brand

64.1%!

74.9%

52.0%

37.6%

12.8%

!

Strongly agree

Somewhat agree

!

n = 2,426

“… I HATE the idea of creating

technology in "feminine" colors. I don't want PINK. I am attracted to bold

colors that may even be the same for men. For me it is about the sleek

design and the style. ”

… on Technology Styles… on Technology Styles

Mobile Technology Attitudes, by AgeMobile Technology Attitudes, by Age

Has allowed me to be more productive in my job

4.25 4.15 4.24 4.27 4.33

Has freed me to work when and where I want

4.11 3.93 4.10 4.15 4.16

Makes me feel safer or more secure

3.77 3.84 3.74 3.73 3.90

Has provided new career opportunities for me

3.38 3.44 3.46 3.36 3.29

Makes me feel more social

3.02 3.44 3.17 2.96 2.84

1 = Strongly disagree; 5 = Strongly agree Mean agreement score

Total < 30 30 - 39 40 - 49 50+

n = 2,398 n = 206 n = 826 n = 623 n = 512

Mobile Technology Attitudes, by Age (cont’d)Mobile Technology Attitudes, by Age (cont’d)

Makes me too reliant on the technology or device

2.96 3.19 2.96 2.93 2.86

Has forced me to work longer hours than I would prefer

2.94 2.82 2.87 2.98 2.97

Has made it difficult to balance work /personal life

2.68 2.49 2.65 2.73 2.69

Takes away from important things in my life

2.45 2.28 2.44 2.49 2.42

Is a status symbol for me 2.33 2.60 2.44 2.24 2.32

Requires too much time/effort to learn

2.18 1.75 2.04 2.22 2.38

Benefits not worth investment in products or services

2.09 2.02 2.04 2.12 2.07

Mean agreement score

Total < 30 30 - 39 40 - 49 50+

n = 2,398 n = 206 n = 826 n = 623 n = 512

1 = Strongly disagree; 5 = Strongly agree

Summary and ConclusionsSummary and Conclusions

A New Understanding about Women and TechnologyA New Understanding about Women and Technology

• Early majority of female tech adopters span demographic segments

• Households with children important life stage for adoption of:– Cell phones– Computing/broadband/home networks– Entertainment devices and services

• Issues/perceptions– Women want the latest technologies, but they also perceive

that technology is becoming obsolete too fast– Females are pragmatic – not feature creatures!– They want technology to be up and running fast—no time or

patience to play with it or troubleshoot– Needs not addressed:

• Product appeal/user friendliness• Retail/customer support• Marketing

“I have just always accepted

what is available on the market…. we shouldn't just

have to accept whatever is out there.”

… on Change… on Change

Please email me atdthorat@idc.com

Questions?Questions?