Women dominate connected TV use
January 12, 2012
Women’s digital media habits outpaced men’s in 2011, according to international research firm Parks Associates, which reports that women share more content online and download more movies and music than men. For example, women are 73 per cent more likely than men to have watched a full-length TV show online in the past 30 days.
The research firm’s Consumer Decision Process found women also have higher purchase intentions than men for almost all of the popular CE devices, with one-fifth of women surveyed planning to purchase a laptop or a smartphone. Once women own a CE product, their usage evolves from practical and social applications to include all categories of usage.
“Women are frequently the product buyers – and once she owns a CE product, she becomes a heavy user, most particularly for devices that allow sharing and uploading content and downloading TV programs,” said Tricia Parks, CEO, Parks Associates. “CE manufacturers are picking up on this changed buyer, offering their products, particularly their mobile ones, in more colors and styles with more personalized accessories.”