Results from a April 2005 survey of WITI members & tech-savvy women TitleTitle Dana Thorat Research Manager Clients & Mobility Primary Research IDC Making Technology Work for Women

Agenda 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

Background

Survey 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”

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 Profile

Educated and Professional 94.2% U.S. respondents Average age = 42 (range from 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 Size Size of household Mean = 3.67 people Median = 3.0 people Children 34% No Children 66%

Respondent Annual Household Income $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 Usage

Respondent Computing and Mobile Usage: HH with Children vs. HH without Children Technology Without Children With Children Broadband Cell Phone *Notebook Computer *Desktop Computer *Home Network PDA Camera Phone Smartphone % of respondents Technology 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 Children TechnologyWithout Children With Children *Digital camera *Portable digital music player (e.g, iPod or MP3 player) Personal video recorder (e.g., TiVo) * Video game console Satellite radio *Handheld Game (e.g., GameBoy) % 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 Children TechnologyWithout Children With Children Notebook Computer *Cell Phone Desktop Computer * Home Network WiFi PDA VoIP *Satellite Radio 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 Preferences

Product Design/Product Features Attitudes Products are designed to be appealing to me as a woman Products are designed to be user friendly for women Product features are suitable for my lifestyle Products typically have more features than I really need Product features are suitable for my work style 68.2% 67.7% 63.8% 18.1% 14.6% ! ! ! Strongly agree Somewhat agree n = 2,426

Customer 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

Product 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

Attitudes 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

Mobile Technology Attitudes, by Age Has allowed me to be more productive in my job Has freed me to work when and where I want Makes me feel safer or more secure Has provided new career opportunities for me Makes me feel more social = Strongly disagree; 5 = Strongly agree Mean agreement score Total< n = 2,398 n = 206 n = 826 n = 623 n = 512

Mobile Technology Attitudes, by Age (cont’d) Makes me too reliant on the technology or device Has forced me to work longer hours than I would prefer Has made it difficult to balance work /personal life Takes away from important things in my life Is a status symbol for me Requires too much time/effort to learn Benefits not worth investment in products or services Mean agreement score Total< n = 2,398 n = 206 n = 826 n = 623 n = = Strongly disagree; 5 = Strongly agree

Summary and Conclusions

A 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

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