For Consumer Product Strategy Professionals

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	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

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Executive Summary

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.

TABLE OF CONTENTS

• The Single Female Tech Owner: Ignored But Valuable
• Single Women Are Experienced And Discerning When It Comes To CE

RECOMMENDATIONS

• Target Single Women With Consumer Electronics
• Supplemental Material
• Related Research Documents

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