Trends Report

The Single Female Tech Buyer

Cast Aside Myths And Embrace This Target Segment

April 15th, 2009
With contributors:
J. P. Gownder , Dan Wilkos , Abe Garon

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.