Upload
mari-mccall
View
27
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Dana Thorat Research Manager Clients & Mobility Primary Research IDC. Making Technology Work for Women. Title. Results from a April 2005 survey of WITI members & tech-savvy women. Agenda. Background Objectives Methodology Respondent profile Technology usage - PowerPoint PPT Presentation
Citation preview
www.idc.com
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 [email protected]
Questions?Questions?