WITI and IDC Launch Groundbreaking Study to Examine Technology Usage Among Women

FRAMINGHAM, MA – MARCH 31, 2005 – WITI (Women in Technology International), the nation's largest professional organization for tech-savvy women, and IDC today launched an online study designed to deliver new insights into the technology usage and purchases of women. The survey is open to all women and is available at http://mmemoir.com/idc/html.php?ID=1 .

Women are a vital part of the technology marketplace – a recent study sponsored by the Consumer Electronics Association (CEA) found that women represent more than $55 billion worth of sales to the consumer electronics industry and influence roughly 75% of all purchases in the category. Yet little research is available that provides useful insight into women's attitudes and behaviors toward technology and the drivers that shape their purchase decisions.

"Women in the U.S. today represent a dominant force in purchasing computing, mobile, home entertainment, and communications products and services. However, little is known about their usage behaviors and attitudes toward these types of products," said Robin Raskin, director of media for WITI. "Thus far, women have been largely overlooked as a market with distinct needs and preferences for technology."

The new IDC-WITI study will explore the essentials of technology usage behaviors and attitudes among tech-savvy women. Some of the topics to be covered in this groundbreaking study include:

— The technology products women rely on most

— Women's attitudes towards today's technology marketing

— The impact of technology on women's lives

— Women's preferences for how to learn about new technology

"While we know women tend to buy technology products with a more pragmatic eye than men, we aim to probe deeper into their usage patterns and the underlying psychology behind their purchases to help technology companies better understand their female customers," said Dana Thorat, senior research analyst at IDC. "We expect the study will provide a more complete understanding of how women use technology and what they value in the technologies they buy and use."

The results of the study will be jointly announced by IDC and WITI at a special breakfast to be held at WITI's national meeting at the LAX Hilton Hotel, in Los Angeles, on May 5th. For details about the conference, please visit http://www.witi.com . To participate in the study visit http://mmemoir.com/idc/html.php?ID=1 .


Since 1989, WITI is the premier global trade professional association for tech-savvy women who acquire wealth, power and influence in the business marketplace. 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.


IDC is the premier global market intelligence and advisory firm in the information technology and telecommunications industries. We analyze and predict technology trends so that our clients can make strategic, fact-based decisions on IT purchases and business strategy. More than 775 IDC analysts in 50 countries provide local expertise and insights on technology markets, and our management team is comprised of experienced and respected industry luminaries. Business executives and IT managers have relied for more than 40 years on our advice to make decisions that contribute to the success of their organizations.

IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. Additional information can be found at www.idc.com .

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