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Wednesday, August 27, 2014

Women buy more tech gadgets than men per study

Differences in gender psychology influence sales
Women have broken a previously held stereotype that men buy more technology according to a Mashable report quoting research from a firm called Parks and Associates. Specifically, in three of four equipment categories, women surveyed surpassed men in purchases.

Women expressed a greater interest than men in purchasing tablets, laptops, and smart-phones whereas men were only more likely to buy flat screen televisions. Since men have traditionally been thought to be more likely to purchase technology, the change in functionality of technology in terms of female behavior is thought to be a reason why.

The reason why changes in the purpose of technological equipment is a possible explanation for why more women purchased the technological products is rooted in human psychology, socialization and history.

In other words, psychological and social differences between the two groups are believed to account for the new affinity toward technology. To illustrate, according to the Mashable report, women are participating and purchasing more technology because of its ability to enhance lifestyle preferences such as how they communicate and interact. For example, women are more likely to participate in online gaming via social media sites such as Facebook.

So why might new technology appeal to women more than men? The answer to this can be found in  another study cited by a Wharton University report. Moreover, according to the study, women have ingrained ways of shopping that reflect a different set of values to men. The values accentuate both caregiving and interaction to the point that it would be reasonable to infer that women would buy more technology than men. For example, since women are thought to be better shoppers, they are more likely to buy things for men even they don't use the items themselves.

The question of why women are more inclined to shop for technology remains though. Moreover, lifestyle and female psychology only partially explain the phenomenon and this is because both the way women behave and think also have reasons. According to research cited by Discovery News, these reasons stem from historical social patterns. In particular, the patterns of foraging versus hunting in human history and pre-history may have ingrained itself in the psychology of women. Since foraging is more tactile and involves a different kind of communication and social behavior than hunting, women may have more developed and skilled shopping habits in addition to being more partial toward the activity.

Another reason why women buy more technology than men is more conventional and involves marketing. For example, a marketing campaign by Women's Health Magazine instills women with the value of seeking technological gadgets through a targeted advertisement. Of the gadgets recommended by this magazine, are a mini-lap top, instant camera, movie player and energy meter. These items also reflect the behavior patterns discussed in the Wharton report referring to behavioral psychology, shopping acumen and technological symmetry between product functionality and lifestyle.

Image license: London Student Feminists; CC BY-SA 3.0