Women and Digital Television: "She Wants Her DTV!" -- Lyra Research Report Focuses on Women’s Adoption and Use of New TV Technologies
Lyra Research’s new DTV View report, Her DTV: Women and TV-Technology Survey, 2005, examines gender as a factor in the adoption and usage of a wide range of digital television products and services, including digital-cable and satellite TV, digital video recorders (DVRs), video-on-demand (VOD), and high-definition television (HDTV).
Newtonville, MA (PRWEB) May 24, 2005 -- Lyra Research has released a
groundbreaking new DTV View report, "Her DTV: Women and TV-Technology Survey,
2005." Based on a survey of more than 1,800 women and a comparative sample of
more than 400 men, the report examines gender as a factor in the adoption and
usage of a wide range of digital television products and services, including
digital-cable and satellite TV, digital video recorders (DVRs), video-on-demand
(VOD), and high-definition television (HDTV). It also explores gender’s role in
shaping consumers’ attitudes toward these products and services.
“We set
out to reality-test common gender stereotypes regarding consumer technology.
What we found is that today’s women and men are much more alike than they are
different,” comments Steve Hoffenberg, principal analyst for the DTV View report
series and Lyra’s director of electronic media research. “When it comes to
choosing and using TV technology, this survey largely dispels the notion that
women are not tech-savvy.”
Hoffenberg adds, “That is not to say that
women and men always responded identically. For example, women are slightly
heavier users of VOD, while men are slightly heavier users of DVRs. And women
were less likely to say they are the decision makers when buying an HDTV set.
But such differences are minor compared to the overall similarity of the
genders’ experiences with digital television.”
"Her DTV: Women and
TV-Technology Survey, 2005" is based on a comprehensive study of U.S. adults
conducted in March and April 2005. Findings are cross-tabulated by demographic
traits, with numerous charts segmented by respondents’ gender and marital
status. This report is the eleventh in the popular DTV View series on the
digital television market (www.dtvview.com) published regularly by Lyra Research. The
first report in the series can be downloaded for free from the DTV View Web site
(http://www.dtvview.com/dtvview.nsf/freereport).
About
Lyra Research
Founded in 1991, Lyra Research is a recognized leader in
market, product, and technology information and analysis focused on the imaging
and digital television industries. Lyra’s researchers and analysts provide
decision-critical support and market intelligence to more than 2,000 clients
worldwide. Lyra’s services include leading industry newsletters, market reports,
advisory services, conferences, Webcasts, and custom
consulting.
Contact:
Andre Rebelo
Marketing Manager
Lyra
Research, Inc.
617-454-2658
(arebelo at lyra dot com)
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Source: http://www.prweb.com/releases/2005/5/prweb243212.htm