|
Technology User Profile®
TUP Overview
Request for Information
Request Form
Reference
Search
| |
|
Females
Dominate Use Of Home Computers |
|
By
Dan Ness, Principal Analyst, MetaFacts, February 27, 2004 |
|
|
|
| A classic adage states that the hand that
rocks the cradle rules the world. A more current version might suggest
that the hand the moves the mouse rules the future. According to a
recent study by MetaFacts, Inc., female users PC between the ages of
30-59 their home’s computer more than any other demographic group—for
the third consecutive year. |
|
Why is this important? |
| Marketers and developers that still believe
that computer users are predominantly introverted single males may be
missing the mark. To look at the testosterone-laden and jargon-infested
marketing of today, you might think that sports cars might be the
product, not technology that touches the entire family’s lives. |
| The research is found within the
in the 2003 edition of the Technology User Profile report where 11,175
respondents were asked to identify the age and gender of each PC user in
the household. This year’s results show a pattern of female-oriented
users in homes with one, two or even three PCs. Female adults (over the
age of 19) use the primary PC in the household 80.8% of the
time—compared to only 69.6% of the time for male PC users. In fact, in
almost every age/gender segment, female PC users lead their male
counterparts by an average of 18%. However, in the “under the age of 20”
segment, men have the edge by 9.3% in the 13-19 age bracket, and by 8.8%
in the 6-12 age group. |
|
| |
|
Age
and Gender of Computer Users For Up To Three PCs in
Household
(% of Projected Number Of
Households)
|
*Multiple
Responses Allowed |
Home
PC #1 |
Home
PC #2 |
Home
PC #3 |
|
Female
30-59 |
57.7% |
62.8% |
68.3% |
|
Male 30-59 |
48.9% |
57.9% |
64.2% |
|
Female 60+ |
16.9% |
14.5% |
11.5% |
|
Male 60+ |
15.1% |
16.5% |
13.2% |
|
Female
20-29 |
11.3% |
12.3% |
13.2% |
|
Male Teens
(13-19) |
9.4% |
12.3% |
18.2% |
|
Male 20-29 |
9.0% |
11.4% |
14.0% |
|
Female
Teens (13-19) |
8.6% |
12.0% |
15.6% |
|
Male
PreTeens (6-12) |
7.6% |
8.0% |
9.1% |
|
Female
PreTeens (6-12) |
7.0% |
7.2% |
6.8% |
Source: MetaFacts,
Inc. – Technology User Profile – 2003 Annual
Edition |
|
|
|
|
For homes with
multiple PCs, the playing field is distributed more evenly. The second
PC is used by females (ages 30-59) 62.8% of the time while males in same
category use the PC 57.9% of the time. Also, male teens (ages 13-19) use
of the third PC exceeds that of males in their twenties by nearly 4
percentage points. Male seniors (60+) have greater use of the 2nd and
3rd PC over their female counter parts. Finally, the kids (ages 6-12)
are pretty much relegated to the third PC. |
|
When it comes to use of
the home PC, it looks as though males in homes with one PC have two
choices; buy another PC or get used to sharing. Technology marketers
that focus on males may need to better understand their markets,
particularly to update their image of their ultimate customer, who may
not be the person they expect. |
|
|
|
|
Background & Methodology |
|
Factual, decision-making information like this is
only found in one place, the Technology User Profile from MetaFacts. The
Technology User Profile market research information service is based on
extensive primary research selected and balanced to represent the American
population - including technology users and non-technology users. Drawn from
more than 10,000 surveys per year reporting on over 250 questions, it is the
most comprehensive total market technology study available. TUPdates are brief
summaries of information contained in the Technology User Profile. |
| |
|
|
|
Current Technology User Profile subscribers may be
interested in the following links with related, more detailed or updated
information:
|
| |
|
