![]() 'It's very liberating for me and for very many other men and women.'ĭespite the recent rise in adoption by women, technology companies decide to go in entirely the wrong direction when they chase after the female market. 'Companies have made such leaps,' Parmar adds. And the technology can help with running the home. The technology is fantastic now: I can watch a film on my iPad in bed and do email on the beach. 'What used to be the domain of the nerd has now come into everyday life. 'There has been a democratisation of technology,' explains Belinda Parmar founder of consultancy LadyGeek and LadyGeek TV, an online channel that promotes gadget use to women. When it comes to tablets, the numbers are small but show more women than men choosing this form of computer. More UK women are using BlackBerrys now than the iPhone. With a user interface geared for hyperactive executives, the BlackBerry has driven the growth in smartphone usage among younger women. The winner, however, was not the Apple iPhone, which in the US was the target of a 2009 Verizon ad campaign that pitched the Motorola Droid as 'a phone that trades hair-do for can-do'. Women under 35 are now more likely to own a smartphone than men in the same age group, according to the Ipsos MORI research. Smartphone usage has changed dramatically in the past year alone. There was just a 3 per cent and 5 per cent margin for the PS3 and Xbox 360, respectively, marking those consoles out as being more boys' toys than than for a girl. Females outnumbered males using the Wii by 4 per cent. Even then, three-quarters of all women and just over 80 per cent of men expected to use the Internet in the second quarter of 2011.Įven on games consoles, thought to be a male preserve, there was not a huge split. The latest survey of a sample of the UK population by Ipsos MORI found that usage of the Internet by both sexes was comparable: appreciable differences in Internet access only showed in people aged over 55, where a 20 per cent gap opened up. Despite surveys such as one carried out by the Consumer Electronics Association several years ago that found widespread dissatisfaction among women with gadget stores, adoption rates have increased. In the background the answer emerged: it's not the kind of special treatment you expect. It quickly became a lightning rod for women's dissatisfaction with what has become a peculiar trend among gadget makers: to sell to women simply make a product smaller and paint it pink.ĭell shut the Della website within weeks after being lashed with waves of criticism and went away to have a long think about what women really want. It sold pastel-shaded notebook PCs alongside fashion and dieting tips. ![]() The marketing team came up with what they thought was the answer: build a home for them in the shape of the Della website. In Spring 2009, PC maker Dell decided it needed to do more to sell its computers to women.
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