April 15, 2009

The Single Female Tech Buyer

Cast Aside Myths And Embrace This Target Segment

by Nathan Safran

with J.P. Gownder, Abe Garon, Dan Wilkos

Executive Summary (This is a document excerpt)

When it comes to women and technology, the media has traditionally focused on how married women use technology to help manage their busy lives. We analyzed the often-ignored segment of North American single women to determine how they think about and adopt consumer electronics (CE). We found single women are enthusiastic about technology. They barely trail single males in CE device ownership and have high expectations of their CE products. Single women hope these purchases will be both reliable and easy to install and use. Consumer product strategists should cultivate a dialogue with single women to understand their CE preferences while working to establish themselves as a brand that "gets" women's tech needs.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.