Women More Involved in Technology Purchases

In a new survey, 90 percent of U.S. women say that they shared equally or made the decision for home electronics purchases in 2004, compared to 79 percent in 1998.
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Baltimore, MD--Ninety percent of U.S. women said they shared equally or made the decision for home electronics purchases in 2004, compared to 79 percent in 1998, according to the Customer Focus 2004: Home Electronics study conducted by Vertis, the media and marketing firm.

Age is a significant factor that influences womens involvement in the purchase of home electronic products, said Vertis vice president marketing research, Thrse Mulvey. The results of the study show that 35 percent of women 18-24 plan to purchase wireless devices in the next 12 months, compared to 21 percent of women ages 25-34.

Additional findings reveal that advertising inserts are the medium used most often by home electronics shoppers when deciding to make a purchase. This finding suggests a rising trend in the influence of advertising inserts and marketers should consider this when determining which medium will most influence the purchases of their target audience.

The Vertis Customer Focus 2004: Home Electronics study shows the following additional findings, which provide insight into the differences in consumer home electronics purchase plans and trends:

In 2004, 90 percent of female shoppers surveyed said they were the chief shoppers or shared in the decision to purchase home electronics equipment, compared to 79 percent of female respondents in 1998.

When it comes to digital cameras, both women 18-24 and women 25-34 are more likely to purchase at 23 percent and 24 percent, respectively, compared to 18 percent of total women.

In the next 12 months, 29 percent of female home electronics chief shoppers plan to purchase software, 21 percent plan to purchase office technology such as a printer or scanner, and 20 percent plan to purchase wireless devices such as a cell phone or PDA.

41 percent of male home electronics chief shoppers said they plan to purchase software in the next 12 months, 28 percent plan to purchase electronic accessories such as cables or adaptors, and 23 percent plan to purchase a computer

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