Femma Geeks Take Charge: American Women Take to Online TV, DVRs, Games, Social Media

    Among the key findings:

      -- More women stream TV shows from network TV sites than men -- 15%
         American online women did so last month compared to 11% of men. Moms
         with kids under the age of six and English-speaking Hispanic women
         were the most active women's segments with 19% and 21% streaming,
         respectively.

      -- Women in DVR households are more enthusiastic about them. They use
         their DVRs 9.3 times per week on average, compared to 8.3 for men.
         And DVR-owner women with kids watch 56% of their TV on a time-shifted
         basis, much higher than the average of 42% among male DVR owners.

      -- When it comes to gaming, 70% played a PC game in the last month vs.
         69% of men. Among teen girls and young women 12-24, 82% participated
         and among those 40+, 66% played PC games.

      -- Men continue to lead console gaming (Xbox, PlayStation, Wii, et al)
         with 50% participating but the gap is narrowing. Overall, 38% of
         women played a console game in the last month, up from 35% a year
         before. Among teen girls and young adults 12-24, 69% play console
         games (up from 63%) and among 25-29, 55% play console games, up from
         47%.

      -- Top handhelds and consoles for girls and women were: Sony PS2, Game
         Boy, Xbox, Nintendo 64 and DS. Women were also more likely to have a
         Sony PSP than men. African-American women are particularly engaged in
         console games, with two-in-three participating.

      -- Women also lead the social networking crowd where 42% of online women
         (vs. 41% of online men) visited a social media site in the last month
         up from 30% the year before. In the "Young Singles" segment, 74%
         visit social media sites. But even in the older "Empty Nester"
         segment of online women 40+, participation nearly doubled from 14%
         to 25% driven by a desire to connect with kids and family.


                   TOP DIGITAL LIFESTYLE PRODUCTS FOR WOMEN

         Digital Camera                  24%
         Wireless/Cell Phone             23%
         Game Console/Handheld           19%
         Digital Media Player            14%
         Laptop                          14%
         GPS Navigation Unit             10%

         Note: U.S., 12+, bought for self or received as a gift between
         December 2007 and February 2008

      -- Shop till you click? Although "Empty Nester" women over 40 were less
         likely to be above-average in any aspect of technology use, the major
         exception was online shopping. Sixty-four percent of empty nester
         online women bought something online compared to only 55% of women
         25-39 and 58% of men.

      -- The biggest gap between men and women related to movie and TV show
         downloads (peer-to-peer sites or sites like iTunes) where men were
         1.5 to 2 times more likely than women to participate.

      -- And interestingly, while men were more likely to transfer songs from
         their PC to a portable unit, women were more likely to transfer
         photos from their digital cameras to their PCs, underlining the
         importance of lifesharing aspect of social media for women.

Women and Digital Lifestyles special analysis was designed to understand the emerging digital lifestyles of American women and key drivers of adoption in four lifestages: young singles, moms with young kids, moms with tweens/teens and empty nesters. The primary data source for the analysis is SRG's Digital Life America syndicated study based on tracking studies of the U.S. online population and accompanying focus groups. The special analysis is based on trending interviews with 1,508 online U.S. women between October 06 and November 07, complemented by 517 additional interviews in February 08. The sample for the study represents the regional, age and ethnic make-up of the U.S. women's online population on a proportionate to population basis.

SOURCE Solutions Research Group