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CEA: Women Want Electronics for Valentine’s Day
Feb 7, 2012
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A recent study from the Consumer Electronics Association (CEA) reports that electronics, more than ever, are a desired purchase among women as well as men. The newest "Women and CE" study shows women's interest in consumer electronics devices has increased since a similar study in 2007.

"Women want technology more than ever and they view electronics as very personal devices that can be toted around and customized with private information," said Jessica Boothe, manager of strategic research, CEA, who oversaw this study.

Eight in 10 women now express an interest in CE products. The new study reports 41% of women are "very interested" in CE, up 10 percentage points from 2007.

Men still outspend women CE purchases overall, but the difference is less than in 2007. In the past 12 months, the average spending on consumer electronics was:
* men - $728
* women - $667

The spending gap was $61 - a large decrease from the nearly $200 spending gap in the 2007 study.

Women also influence most CE purchases, with 61% of women initiating or are involved in the process of CE product purchases.

Women are more likely to consider home electronics to be "household" products; that is, they consider ownership of devices like TVs and DVD players to be shared with a spouse, partner, roommate, or child. When it comes to newer and mobile technologies - e-readers, notebook computers, and smartphones - women were more likely than men to claim sole ownership.

When shopping for an electronics device, men and women both say price is the most important purchase factor, and ease of use, warranty, and multiple functionality are the next most important purchasing factors among both men and women.

Women put a higher priority on product size and weight than do men. Color is one of the least important factors for women in CE devices.

"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."

Women are more likely than men to find that electronics can simplify their life:
* 77% of women say "CE makes life easier" (compared to 69% of men)
* 84% of women agreed that "CE makes it easier to keep in touch" (compared to 78% of men)

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