Study: Women like tech toys more than shoes
By Edward C. Baig, USA TODAY
Tue Aug 1, 11:04 AM ET
NEW YORK - Is a plasma TV a girl's new best friend?
An Oxygen Network survey released Tuesday found that more than three out of four women said they'd choose the TV over a diamond solitaire necklace. Women preferred a top-of-the-line cellphone to designer shoes by a similar margin. And a little white iPod narrowly trumped a little black dress.
These are among the results of the Girls Gone Wired survey by market researcher TRU for Oxygen. TRU surveyed 1,400 women and 700 men 15 to 49 years old to compare tech attitudes among the sexes.
The findings suggest advertisers need to address a broad audience and not talk down to women. Advertisers are best served communicating lifestyle benefits of tech products by showing what's useful about them, rather than focusing on specifications, Oxygen says.
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