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Wednesday, January 11, 2012
Parks Associates research shows women dominate digital media usage in the connected home
Women's digital media habits outpaced men's in 2011, according to international research firm Parks Associates, which reports that women share more content online and download more movies and music than men. For example, women are 73% more likely than men to have watched a full-length TV show online in the past 30 days.
The research firm's Consumer Decision Process found women also have higher purchase intentions than men for almost all of the popular CE devices, with one-fifth of women surveyed planning to purchase a laptop or a smartphone. Once women own a CE product, their usage evolves from practical and social applications to include all categories of usage.
"Women are frequently the product buyers - and once she owns a CE product, she becomes a heavy user, most particularly for devices that allow sharing and uploading content and downloading TV programs," said Tricia Parks, CEO, Parks Associates. "CE manufacturers are picking up on this changed buyer, offering their products, particularly their mobile ones, in more colors and styles with more personalized accessories.”
Women's gaming activity increased overall and especially after the purchase of a smartphone or tablet. Women are 40% more likely than men to play games on Facebook, and they have dramatically increased their activity on gaming consoles. They are the majority players on the Nintendo Wii, and nearly equal percentages of men and women own and play on Microsoft's Xbox 360 and Sony's PS3. In general, women prefer different games than man, showing a preference for asynchronous multiplayer games, where each gamer can play at her leisure.
"Reaching this consumer segment is critical to the success of CE manufacturers and service providers in 2012," Parks said. "Give women practical and social reasons to buy, and as night follows day, their purchase and high usage follow."
About Parks Associates: Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, and Smart Energy Summit: Engaging the Consumer.
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