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Women’s Intention to purchase electronic products
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Women and consumption: 81% of women consider acquiring some type of electronic product within the next six months
A survey carried out by Sophia Mind shows that High-Definition television sets are the products which women crave the most. Notebooks, digital cameras and video game consoles are also among their favorite products
Besides clothes, accessories, and make-up, women have become more and more interested also in electronic products. A survey carried out by Sophia Mind, the research and market intelligence company of the Bolsa de Mulher group, with 712 women with ages between 18 and 60 years old from all parts of Brazil, revealed that 81% of them think about acquiring some type of electronic product within the next six months.
High-Definition TVs are at the top of the list, with 45% of purchase intentions, followed by notebooks (29%), digital cameras (25%), netbooks (16%), and video game consoles (13%). After these come mobile phones, such as smartphones (13%) and the iPhone (11%), for example. The survey also revealed that 58% of women would purchase a product which has already been used, but only if it came from a trustworthy person. The Internet (86%) is the main tool women use to learn about new releases, followed by the television (55%).
When purchasing, 75% of the women interviewed look for the best price available, be it “online or offline.” Sixty-five percent of women look for information online, 41% visit the website of the product’s manufacturer, and 39% look for recommendations from people who already own the desired product. Price (35%), security (28%) and warranty (21%) are the factors which women take into consideration the most when deciding whether to buy the product from a major retail store or other online stores.
Among the most important assets mentioned by them when selecting a product are: whether the product can combine several different functions (63%), whether it can be used for both work and study (47%); entertainment (36%), and whether it can be shared with other members of the family (27%). Now, among the traits which women consider to be most important when acquiring the next electronic product, are: high quality and performance of sound/image (53%); being user friendly (39%), high capacity for storing data (36%), having Internet access (32%), and having a modern and attractive design (31%).
