College Women Close Technology Gender Gap
March 04 2004 - 2:23PM
PR Newswire (US)
College Women Close Technology Gender Gap 360 Youth College
Explorer(TM) nationwide survey reveals college women adopt
technology on par with men ROCHESTER, N.Y., March 4 /PRNewswire/ --
The annual 360 Youth College Explorer(TM) study, powered by Harris
Interactive(R), today revealed that despite commonly held beliefs
that college women lag behind in technology ownership and use, they
actually share more similarities with men than ever before. Results
from college men and women surveyed on technology use challenge
widely held presumptions that young women are slow to adopt
technology. Technology use remains a vital part of college
students' daily lives and continues to show significant growth.
Ninety-five percent (95%) of college students are online.
Sixty-five percent (65%) of online college students use broadband
Internet access compared to 37% in the general online
population(1), reinforcing that college students are the most
connected demographic to date. Ownership of digital cameras and DVD
players has increased for both college men and women since 2002.
Intent to purchase these products in the next year is equally
strong for both sexes. Entertainment is a powerful and influential
presence in the lives of college students. College students spend
nearly $3 billion a year on entertainment categories such as movies
and gaming(2). "College students are an increasingly influential
force in today's marketplace," said Derek White, Alloy EVP and
General Manager Media & Marketing Companies. "This year's study
recognizes college students, both men and women, as leaders of the
broadband evolution. They expect instant access to technology and
entertainment-both, growing influences in their lives. With
continued fragmentation of mindshare and media, it's critical for
marketers to understand what college students are doing and what is
influencing their purchases." The 360 Youth College Explorer Study,
fielded online by Harris Interactive(R) during the Fall 2003
semester, polled 4,608 college students aged 18-30. Topic areas
included sources of income, Internet and downloading behavior,
dining and entertainment spending as well as vacation/ travel
spending behavior. Spending on other categories such as Automotive,
Personal Care Products, Over the Counter Medication, and Financial
Services was also examined. "The current youth generation is
becoming more and more led by females," said John Geraci, vice
president of Youth and Education Research, Harris Interactive.
"Almost three-fourths (72%) of new undergraduate enrollees are
women, and they are increasingly in leadership positions in student
activities. The fact that college women have closed the technology
gender gap is an encouraging trend for marketers, retailers, and
consumers ingeneral, and indicates that college women are an
increasingly powerful force." College Women's use of many
technologies on par with men College women share more similarities
with men in areas of technology and entertainment than ever before.
Women are bridging the gap in: Gaming - College women spend almost
as much time playing online computer games as men -- College women
spend 2.7 hours a week playing computer games online vs. men who
spend 2.9 hours a week -- College men and women are almost equally
likely to own a portable video game system (27% vs. 22%)
Downloading - College men and women are four times as likely to
download music (59%) as the general online population (14%)(3) --
8% of online college men download music daily versus 5% of women
Digital Cameras - Digital camera ownership is similar between
college men and women (35% vs. 32%) Instant Messaging/Text
Messaging - Online college women and men are equally likely to use
Instant Messaging daily (43% vs. 42%) -- 60% of students with cell
phones send and receive text messages on their phones. Printers -
78% of college students (men and women) own printers Computers and
Television - 91% of college students have computers and 84% have
televisions (equal between men and women) The More Things Change
... The More They Stay The Same The college population is using
technology at record levels. Sixty-five percent (65%) of online
college students are connected to broadband. However, the way
college women use some technology remains different than men.
College women still love to talk -- 82% of college women versus 74%
of college men 18-30 own cell phones -- Also a higher percentage of
college women own calculators (90% vs. 83%) and answering machines
(50% vs. 40%) than do college men College men love to tune out - of
college students surveyed: -- Men are more likely than women to own
MP3 players (22% vs. 12%). -- Men are more likely than women to
watch videos/DVDs daily (12% vs. 6%). -- Men spend an average of
11.5 hours per week playing video and computer games. -- Men are
seven times more likely than women to play video games on a
non-portable system daily (15% vs. 2%). -- On average, men own 21
games. That's Entertainment Entertainment, watching movies in
particular, remains a significant part of college students'
lifestyle no matter their gender. DVD Players - Since fall 2002,
ownership of DVD players has jumpedfrom 58% to 74% -- Intent to
purchase a DVD player in the next year is virtually equal among
college men and women (15% vs. 16%) -- In the past six months,
nearly six in ten college students have purchased (56%) or rented
(59%) a DVD-- with no difference between sexes. Movies - College
men and women report similar movie-viewing frequency at a
commercial theater in the past six months (90% vs. 93%). -- Friend
recommendations (76%) and in-theater movie previews (75%) appear to
be the most influential in driving movie choices among college
students. -- 12% of college students' movie tickets are bought
online. -- On average, a college student spends $70 annually on
movie tickets while a person inthe general population, including
children, spends only $32.(4) "College women spend almost the same
amount of time online gaming, downloading and displaying their tech
savvy across several categories. Marketers should recognize the
impact of their expanding purchasing power. The study offers vital
information on college men and women and the nuances between them,
essential differences that must be recognized to successfully
connect with today's young people," added White. (1) The
HarrisPoll, conducted Oct. and Dec. 2003 by Harris Interactive,
released Jan. 14, 2004. (2) Harris Interactive spending projection
based on Oct. 2003 360 Youth College Explorer survey results. (3)
Pew Internet & American Life Survey, Fielded between March and
May of 2003. (4) Calculation based on figure provided in "Hollywood
suffers first down in over decade," Reuters, January 5, 2004.
Methodology This study was conducted online within the United
States in October2003, among a nationwide cross section of 4,608
college students, aged 18-30 years. The entire spectrum of college
students was represented from full-time to part-time students, as
well as 2-year, 4-year and advanced degree candidates. Figures for
age,sex, race, school status, type of degree, and region were
weighted where necessary to bring them into line with their actual
proportions in the U.S. college population. In theory, with a
probability sample of this size, one can say with 95 percent
certainty that the results have a statistical precision of plus or
minus two percentage points of what they would be if the entire
U.S. college population had been polled with complete accuracy.
Unfortunately, there are several other possible sources of error in
all polls or surveys that are probably more serious than
theoretical calculations of sampling error. They include refusals
to be interviewed (non-response), question wording and question
order, interviewer bias, weighting by demographic control data and
screening. It is impossible to quantify the errors that may result
from these factors. This online survey is not a probability sample.
About 360 Youth College Explorer(TM) The 360 Youth College Explorer
study, powered by Harris Interactive, covers a range of topics of
concern to college students, including their income and spending,
the role of technology in their lives, financial service
utilization, their online behavior, entertainment usage and
spending, vacation and travel spending, automotive spending, dining
behavior, general food item purchases, snack and beverage
purchases, personal care product usage and spending,
over-the-counter medication spending and laundry product/ dry
cleaning usage. College Explorer is available on a subscription
basis. About 360 Youth 360 Youth is the media and marketing arm of
Alloy, Inc. (NASDAQ:ALOY). As part of Alloy's Media & Marketing
Division, 360 Youth integrates the assets and experience of the
largest and strongest college and teen marketingcompanies including
CASS Communications, Alloy, Y-Access, Market Place Media (All
Campus Media & Armed Forces Communications), YouthStream and
others to provide sales and marketing solutions targeting young
adults. 360 Youth enables Fortune 500 companies to reach more than
25 million Generation Y consumers each month through a
comprehensive mix of media and proprietary school based programs
using a wide range of media assets. For more information on 360
Youth, an Alloy Inc. company, please visit
http://www.360youth.com/. For more information on Alloy, Inc.,
please visit http://www.alloyinc.com/. About Harris Interactive(R)
Harris Interactive (http://www.harrisinteractive.com/) is a
worldwide market research and consulting firm best known for The
Harris Poll(R), and for pioneering the Internet method to conduct
scientifically accurate market research. Headquartered in
Rochester, New York, U.S.A., Harris Interactive combines
proprietary methodologies and technology with expertise in
predictive, custom and strategic research. The Company conducts
international research through wholly owned
subsidiaries-London-based HI Europe (http://www.hieurope.com/) and
Tokyo -- based Harris Interactive Japan -- as well as through the
Harris Interactive GlobalNetwork of local market- and opinion-
research firms, and various U.S. offices. EOE M/F/D/V To become a
member of the Harris Poll Online(SM) and be invited to participate
in future online surveys, visit http://www.harrispollonline.com/.
Press Contacts: Nancy Wong Harris Interactive 585-214-7316 Jodi
Smith 360 Youth, an Alloy, Inc. Co. 212-329-8359 Christine Monaghan
Edelman 212-642-7730 DATASOURCE: Harris Interactive CONTACT: Nancy
Wong of Harris Interactive, +1-585-214-7316, ; Jodi Smith of 360
Youth, an Alloy, Inc. Co., +1-212-329-8359, ; Christine Monaghan of
Edelman, +1-212-642-7730, Web site:
http://www.harrisinteractive.com/ http://www.hieurope.com/
http://www.360youth.com/ http://www.alloyinc.com/
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