Gen Y Women More Tech-Savvy

Vertis Communications announced the results of its proprietary Customer Focus® Tech Savvy study, which revealed 26 percent of Generation Y women (born 1977-1994) plan to purchase a personal desktop computer in the next 12 months, compared to 20 percent of Generation Y men. Additionally, the study indicates 25 percent of Generation Y women wish to purchase a cell phone with advanced features in the next year, compared to 14 percent of total adults. Similarly, 16 percent of women in the same group plan to purchase a digital video recorder within the next year, compared to 11 percent of total adults.

Although the study indicates 83 percent of Generation X women and 73 percent of Generation Y women have Internet access at home, findings identify these consumers as the highest users of printed advertising inserts when researching where to shop. Only 20 percent of Generation X women use online circulars to research a purchase before going to a store, while 57 percent of this group uses printed advertising inserts, according to the study. Additionally, only 14 percent of Generation Y women research advertising circulars online, whereas 40 percent of Generation Y women read advertising circulars in print before deciding where to shop.

The Vertis Communications Customer Focus® Tech Savvy study, which surveyed respondents for the first time via the telephone and Web, also revealed the following:

Electronic Purchase Plans Vary Surprisingly Among Genders and Incomes

• 28 percent of Generation Y women plan to purchase a digital camera within the next year, whereas only 21 percent of Generation Y men plan to make the same purchase
• 30 percent of Generation Y men (born 1977-1994) are planning to purchase a new cell phone with advanced features within the next year, whereas only 17 percent of Generation X men (born 1965-1976) plan a similar purchase
• 21 percent of adults with an annual household income of $30,000-$50,000 plan digital camera purchases in the next year, while only 14 percent of adults with a higher income of $75,000-$100,000 a year are planning to purchase a digital camera
• 24 percent of consumers with a household income of $100,000 or more and 22 percent of consumers making $75,000-$100,000 a year plan to purchase a big-screen or high-definition TV in the next 12 months
• In comparison, 14 percent of consumers with an income of $40,000 or less plan a big-screen or high-definition TV purchase in the coming 12 months

Advertising Inserts Continue to be Most Influential in Purchasing Decisions

• Since 2004, the percent of Generation X women whose purchasing decisions are most influenced by advertising inserts increased from 32 to 38 percent
• Among Generation Y men, there has been a decrease in the influence TV has on purchasing decisions, from 38 percent in 2004 to 27 percent in 2006
• While advertising inserts may be the most influential factor in 2006, findings show that 28 percent of Generation X women turn first to the Internet to help with purchasing decisions, compared to 19 percent in 2004
• Additionally, the 2006 study found 38 percent of Generation Y men turn to the Internet first, compared to 21 percent in 2004

Generation Y Women Lead the Way in Video Game Purchases

• As women become increasingly tech savvy, Generation Y women lead the way in video game purchases, with 15 percent having purchased one or two video games within the past 12 months, compared to 11 percent of total adults
• 32 percent of Generation Y women feel special offers such as free items and discounts are most important when deciding where to purchase video games, compared to 23 percent of parents surveyed
• In addition, 11 percent of Generation Y women feel stores with loyalty card programs were most important when purchasing a video game, compared to 8 percent of parents
• However, the 2006 study shows 29 percent of parents view stores that have the newest games in stock as the determining factor in deciding where to purchase video games, compared to 23 percent of Generation Y women

Quick Checkouts and Specialty Orders Enhance Shopping Experience

• 83 percent of Generation X women feel a quick checkout at the counter provides the most enjoyable shopping experience, compared to 72 percent of Generation X men
• 48 percent of Generation Y men cherish the ability to special order products and items while shopping, as opposed to 37 percent of Generation Y women
• 50 percent of Generation Y women and 41 percent of Generation Y men feel loyalty card benefits provide an enjoyable shopping experience, compared to 47 percent of Generation X women and 36 percent of Generation X men
• 62 percent of Generation Y women feel great advertised specials on selected items create an enjoyable shopping experience, compared to 53 percent of Generation Y men

View the full Customer Focus® Tech Savvy study release with charts