The Millennial generation has never known a time when the ability to communicate and find information instantaneously wasn’t immediately available. But today, the use of mobile devices to manage all aspects of life spans every generation of women. BlogHer (www.blogher.com), a cross-platform media network and publisher for women, recently released its second annual consumer electronics study. Its findings disclose that all generations are mobile now.
The study, involving more than 1,000 women, revealed how women are making decisions about purchasing consumer electronics. One of the key findings indicated that women of all generations look to blogs over social networks before they buy. Eighty-four percent of the women in the BlogHer community report they made technology purchases based on blog advice, versus only 56 percent relying on advice from social networks. A significant 69 percent of U.S. women online say they rely on blogs, versus only 53 percent turning to social networks.
A new study from Parks Associates (www.parksassociates.com) also shows that women are more likely than men to purchase tablets, laptops and smartphones. The Parks study revealed that women engage in more digital media activities, including watching full-length movies online, downloading music and uploading pictures to the Internet, than men.
The Parks study also showed that when it comes to deciding which electronics to buy, 32 percent of women — compared with just 26 percent of men — said ease of use was most important. Women said time and again that all-in-one tech items topped their “must have” lists.
Another common denominator in both studies: All generations identified themselves as price-conscious shoppers when it comes to consumer electronics. That’s not surprising, given the current state of the economy.
BlogHer study respondents also were asked to describe what they love most about their favorite mobile electronic gadget, and what fears accompany their mobile dependence. The results revealed three distinct profiles of the mobile woman:
Recession Millennials (Ages 18-27)
Millennials are mobile natives, but lack of financial resources may keep them from living up to their early adopter reputation. This group is 31 percent more likely to say they'll use a gadget until it doesn't work anymore. Lack of funds also may explain the greatest fear Millennials have about their gadgets: That they'll get stolen.
Gen X Early Adopters (Ages 28-45)
Gen X women are power-consumers of mobile and the most likely to label themselves as early adopters who love their device because it does it all. Mobile dependence is a double-edged sword, however, as this generation — most likely to be at the peak of their work and family life — is 25 percent more likely to fear they are too distracted by their gadgets to focus on their family.
Boomer Bargain-Hunters (Ages 46-64)
Boomer women want gadgets, but they're willing to wait for a good price. This generation is the most likely to wait six to 12 months to see if prices come down on the latest electronic tools and toys. Boomers have adopted mobile, but they carry a different anxiety about it: They are 11 percent more likely than the total survey population to name invasion of privacy as their No. 1 concern.
The BlogHer study also showed that what most women fear overall are distracted drivers. Sixty-seven percent of women of all generations cite this as their top concern.
iPads and iPhones lead the list of most-requested items. Women of all generations said their smartphone is the one item they can’t live without.
Are you surprised that women buy more tech than men? Do you consider yourself an early adopter or do you have a wait-and-see approach when it comes to electronics? Please share your thoughts with us.
