A new study by Oxygen Media shows that men and women have similar habits when it comes to shopping for technology. But the study ascribes some fairly stereotypical reasons for why women spend so much money on technology. Women are using tech to — you guessed it — stay “connected” to their friends and loved ones. From the Pittsburgh Post-Gazette:
The study, aptly titled Girls Gone Wired, presents some insights into the way women react with technology — including their buying habits. According to Karen Ramspacher, vice president of research at Oxygen, men and women are more alike than different when it comes to technology. But they have different motivations that spur the use of various technology devices. While men are often attracted to technology for technology’s sake, women see technology as a means to an end. It’s the function of the devices they crave, not necessarily the fun. While a greater percentage of men use technology for fun pursuits — such as listening to music and watching videos, women are more likely to shop online, edit digital pictures and access health services online.
It seems pretty obvious that Ramspacher is imposing her own reading on the study’s findings, especially when she says at one point that women use Digital Video Recorders — but they only use them to watch shows that they will discuss with their friends. Women aren’t allowed to like technology because it’s cool, everything has to be communal. Extra dumbosity points for categorizing women tech consumers using terms like “Techs in the City,” “Techcessorizers” and “Mrs. Doubtwires.”
Argh! This reminds me of that Pew Internet Life study from last year, where the researchers kept claiming that women use technology to “connect,” whereas men use it to play games and discuss issues on sites like Slashdot. In other words, men are using technology to connect with each other for gaming and talking! What’s the big difference?
Argh is right! When I asked for an iPod for Christmas last year, I was the first of my family to want one, and my kids said, “Why?” By New Years they knew why, as their playlists on my iPod attested. Would Oxygen Media theorize the iPod helped me connect with my kids and that’s why I like it so much? They would be wrong. My son has his own iPod now, and my daughter will be getting one soon, because I’m tired of sharing. Some technology is too cool not to have for your very own. As a forty-something suburban mom of teenagers, I don’t seem to fall into any of OM’s categories, but I’ve loved technology for its wow factor since I was a kid.