SOURCE: WITI (Women in Technology International)

October 30, 2006 13:02 ET

WITI (Women in Technology, International) and IDC Unveil Adoption Trends of Women and Digital Entertainment

Women Are Jogging, Not Sprinting Towards Digital Entertainment Environments

SANTA CLARA, CA -- (MARKET WIRE) -- October 30, 2006 -- WITI (Women in Technology, International), the nation's leading professional organization for tech-savvy women, recently teamed with research firm IDC to conduct a unique study on the digital technology preferences of women. The results were released at the 12th Annual WITI Silicon Valley Conference and found that women are adopting entertainment technology quickly but that traditional non-digital media habits (like watching and listening to CDs and DVDs are still alive) and that technology advances are to some degree outpacing adoption rates.

The survey, based on more than 1,300 women respondents ages 18 to 69, found that while MP3 players and personal computers are popular entertainment platforms, traditional entertainment, such as books and televisions still dominate leisure time and spending. WITI members that were surveyed also had some universal entertainment preferences, with at least 92% enjoying music, TV, movies and photography. In terms of music preferences, CDs were the most popular source with 81% of respondents using them, closely followed by radio at 75%.

Age and economic factors play a clear role in adoption. For example, music download services are used by 27% of all respondents, with 43% of 18-29 years olds using these services. And large screen television viewing was more popular with an older, more economically stable demographic.

Digital photography and photo sharing is the one clear example of a shared experience across all of the women's demographic areas. However, the survey found that interest levels were not the same for videos creation and participation. Only a small number of women are actively watching or creating videos on their PCs. When traveling "on the go," however, the favorite entertainment device among the surveyed respondents is the radio, closely followed by the MP3 player, laptop and cell phone. Conversely, while at home, recreational reading and watching TV and movies are the two favorite entertainment activities for women.

"The industry has an opportunity to talk to women who show that they've got the money, the comfort level and the desire to incorporate the digital entertainment lifestyle. However, until standards settle down, and compatibility and interoperability issues get resolved, there's perhaps, less of a compelling reason to jump on to the digital entertainment bandwagon than there might be otherwise," said Robin Raskin, columnist at Yahoo! Tech and WITI Advisor.

"Our study found that even though these women were constantly staying ahead of business technology, they felt that keeping up to date with entertainment technology was only an option and not a must-have," said Danielle Levitas, vice president of consumer and broadband research at IDC. "Therefore, these women tend to move slowly and be selective when buying new products including televisions, personal computers and MP3 players. Women have the income to spend more on these products, but the constant changing standards and multiple options can weigh down their decision making process."

"Companies are increasingly seeing the value of marketing to women and slowly shifting the way women think about technology purchases," said Carolyn Leighton, chairwoman/founder of WITI. "Even though WITI members have high household incomes and have an interest in digital entertainment, they are still cautious when spending their money."

Robin Raskin and Danielle Levitas will be speaking at the WITI Silicon Valley conference from 8:00 - 9:00 am PST on Tuesday, October 31st at the Hyatt Regency Santa Clara. For more information on the conference and sessions, please visit

About WITI

WITI is the nation's leading trade association for professional, tech-savvy women committed to using technology, resources and connections to advance women worldwide. With a global network of smart, talented women and a market reach exceeding 2 million, WITI has established powerful strategic alliances and programs to provide connections, resources, and opportunities within a supportive environment of women committed to helping each other. WITI's mission is to empower women worldwide to achieve unimagined possibilities and transformations through technology, leadership and economic prosperity.

Contact Information

  • For more information, contact:

    WITI - Public Relations (Ruder Finn)
    Sandra Srihari
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