Women's digital media habits outpaced men's in 2011, according to international research firm Parks Associates, which reports that women share more content online and download more movies and music than men. For example, women are 73% more likely than men to have watched a full-length TV show online in the past 30 days.
The research firm's Consumer Decision Process found women also have higher purchase intentions than men for almost all of the popular CE devices, with one-fifth of women surveyed planning to purchase a laptop or a smartphone. Once women own a CE product, their usage evolves from practical and social applications to include all categories of usage.
"Women are frequently the product buyers - and once she owns a CE product, she becomes a heavy user, most particularly for devices that allow sharing and uploading content and downloading TV programs," said Tricia Parks, CEO, Parks Associates. "CE manufacturers are picking up on this changed buyer, offering their products, particularly their mobile ones, in more colors and styles with more personalized accessories.”
Women's gaming activity increased overall and especially after the purchase of a smartphone or tablet. Women are 40% more likely than men to play games on Facebook, and they have dramatically increased their activity on gaming consoles. They are the majority players on the Nintendo Wii, and nearly equal percentages of men and women own and play on Microsoft's Xbox 360 and Sony's PS3. In general, women prefer different games than man, showing a preference for asynchronous multiplayer games, where each gamer can play at her leisure.
"Reaching this consumer segment is critical to the success of CE manufacturers and service providers in 2012," Parks said. "Give women practical and social reasons to buy, and as night follows day, their purchase and high usage follow."
For more information on Parks Associates' Consumer Decision Process, visit www.parksassociates.com or contact sales@parksassociates.com, 972-490-1113.
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