Women Factor In 89 Percent Of Gadget Buys

The electronics industry says that even if cliches say that white men are the biggest gadget fans, the reality is that electronic products are for everyone -- and that women are heavily involved in 89 percent of purchases.

A report from the Consumer Electronics Association looked at emerging groups of buyers outside the assumed traditional audience.

The study found that women are involved in 89 percent of all consumer electronics buying decisions and that 84 percent believe that new technologies can help improve their lives.

African-Americans are more likely to get a wireless phone this year, with 40 percent saying it's in their plans. Only 31 percent of the general population says the same thing. Seventy-three percent of African-American consumers believe technology has the potential to help people overcome economic and social disadvantages.

Also, 23 percent of African-American men own a laptop computer, compared to 21 percent of all consumers.

Hispanics lead other groups in use of satellite radio, with 12 percent having it; 4 percent of the general population use the technology. Camcorders are in 46 percent of Hispanic homes, compared to 38 percent of general households.

The study also looked at differences based on age. Some 91 percent of teenagers have purchased a consumer electronics product within the past year -- significantly higher than adults, who came in at 82 percent. Teens are also tech-savvy -- 79 percent said they can usually figure out new high-tech products without help from others.

Among seniors, 76 percent bought a gadget in the last year, and 79 percent say they feel safer because of security technology.

The was designed to help the industry know its customers better so it can make products people need and want.

"When manufacturers know about their customers, they can make better products. The results from this study provide consumer electronics manufacturers and retailers with the kind of details they need to be more effective," said Gary Shapiro, president and CEO of the industry group.