Description

Temporary Price Reduction: Was $595, Now $445 Historically, women have often been perceived as less willing to embrace new technology. But with the market approaching a cell phone in every purse, an MP3 player in every book bag, and digital-cable or satellite TV in every living room, prevalent stereotypes are rapidly becoming outdated. In this DTV View survey, Lyra set out to understand how 21st century women choose, use, and think about digital-television products and services. This DTV View survey investigates gender differences in: usage of digital-cable and satellite TV, video-on-demand, digital video recorders, and high-definition television; household decision-making when choosing television products and services; multitasking while watching television; and attitudes toward television technology, consumer electronics, and computers. Based on a survey of more than 1,800 adult women and a comparative sample of more than 400 men, findings are cross-tabulated by demographic traits, especially gender and marital status. Consumer-electronics manufacturers, technology developers, service marketers, TV-content creators, TV advertisers, and cable- and satellite-TV systems operators are among those who will be interested in the findings. This 47-page report includes 37 figures.