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Tech Savvy Woman & Men Seek CE Benefits

USA Today reports that an Oxygen Network survey found that more than three out of four women said they'd choose the TV over a diamond solitaire necklace. Women preferred a top-of-the-line cellphone to designer shoes by a similar margin. And a little white iPod narrowly trumped a little black dress.

These are among the results of the 'Girls Gone Wired' survey by market researcher TRU for Oxygen. TRU surveyed 1,400 women and 700 men 15 to 49 years old to compare tech attitudes among the sexes.

The findings suggest advertisers need to address a broad audience and not 'talk down' to women. Advertisers are best served communicating 'lifestyle benefits' of tech products by showing what's useful about them, rather than focusing on specifications, Oxygen says.

"There have been some missed opportunities to market consumer electronics (CE) to women," says Steve Koenig, senior manager of industry analysis for the Consumer Electronics Association, whose research reveals only subtle differences between the sexes in their attitudes toward technology.

In the Oxygen survey, 59 percent of women agreed with the statement "Women are much more tech savvy than they give themselves credit for." Among the men, just 38 percent agreed. "Men and women are equally competent in the technology arena," says Oxygen CEO Geraldine Laybourne.

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