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Women and Technology – no panic whatsoever

4 Feb 2010

Many women have become so interested in technique that they surpass the men. But technology companies still believe that women can simply be “bought” with a pink color.

(photo: Michael Mulvey blog.thecombustionchamber.com, flickr)

“Women and technology – create chaos and panic”. That is the biased image of women’s technical and electronic skills.

But men should stop smirking. Women are major consumers of and enthusiastic about electronics.

The final say

They often buy electronics as a cell phone and laptop personally, and they often have the final say when it comes to shopping for the house hold.

This is the results of a new survey based on interviews with 300 different Danish women, which has just been published in the e-book “Elektronista or Electro-not?”.

Actually 85 percent of the women in the survey describes themeselves as curious and enthusiastic to learn about and use technology, while only 15 percent are indifferent, or less enthusiastic.

“You can say that women are very effective and put it straight, if they can not figure out how to operate a product. They simply do not bother wasting their time making it work. Men, however, can spend hours playing with settings and options, ” says author of the book and owner of consulting firm and the blog But-why.dk, Christiane Vejlø.

Sharp criticism

(photo: Fergus Randall, flickr.com)

At the same time, she delivers severe criticism against the consumer electronics industry: “Many women believe that it is directly disqualifying when advertising for technology talks down to women with bright pink colors and simplistic features. The consumer electronics industry simply doesn’t sell as much to women as they could because they speak to them without listening first. ”

According to Christiane Vejlø it is especially the group of women between 28 and 40 years, who have time, can afford, want to familiarize with, and buy electronics.

I find it somewhat patronizing, when they think they can color anything pink and hire some girls for the commercials, and then they think they took me seriously.

What women want

… electronics, which makes life easier and funnier.
… usability and nice design.
… advertising and sales representatives, who understand their needs.
… helpful manuals.

Three types of female electronic consumers

Elektronista

• Is enthusiastic for new technology.
• Frequently replaces digital products.
• Her mobile phone is never more than a meter away.

Electro-neutral

• Sees the technology as a necessary part of everyday life.
• Replaces digital products when she needs to.
• Her mobile phone is somewhere nearby.

Electro-not

• Is skeptical towards new technology.
• Uses only digital products when work or social relationships require it.
• Her mobile phone is at home, if she has one.