The latest research I have conducted with Syracuse university highlights some interesting findings. Whilst most younger women under the age of 21 feel comfortable with technology and rate themselves at 6 out of 10 on a tech literate scale, they are not confident to buy technology without seeking reassurance from others. They will rely heavily on the advice of either the sales assistant or a friend. Women want to know they have made the right decision. They want to see the product. Touch it, feel it, imagine using it. Is it going to enhance my life? How does it fit into my life? Men do not rate themselves much higher than women, 7 out of 10 on the tech literate scale but do not need any reassurance at point of purchase. They are more likely to have researched products online and checked out online reviews. Men are gamblers. They more likely to take risks when it comes to technology. The process is completely different both in terms of perception and behaviour. Yet tech brands know nothing about these gender differences. Tech brands support a very male and traditional buying process. A great emphasis is placed on traditional review sites such as CNET and IGN. These sites are almost exclusively read by men. Tech brands spend little, if any time, understanding how women and men are different. Currently the retail experience supports what men want: a transaction. Stores like Game and Dixons continue to be a “vending machine” which relies on you knowing and be confident about what you want. Rather than provide encouragement and expertise, the sales assistants try to flog you a certain game or piece of kit that only increases need for reassurnace. And I wont even mention PC World as I will come out in an allergic rash. I need therapy to get over the 'experience' of trying to buy a hard drive there. Tech retailers must create a culture of reassurance which is present in the attitude of the staff and the way women buy. Forget the Genius Bar, bring in the Reassurance Bar where you can sit and have coffee with a member of staff. Have a Try Before you Buy section where you can see your kit in action. Make the stores feel like women's ideal home, not their idea of hell.
And for heaven's sake, wake up and smell the female pound.
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Belinda Parmar
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Elisabeth Kelan
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Rebecca Armstrong
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