Lady Geek

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 when they buy technology. 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 willing to take a gamble. 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 and neither do they spend any time conducting ‘decent’ research.

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.

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 reassurance. 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 last but not least, recognise that men and women are different in their wants and desires from technology.