That means the core markets for men and women are significantly different. “It’s about the tools.”As outlined by Bab圜enter’s survey, the break with conventional wisdom comes with how much mothers use technology - more than generally supposed - but not so much with what they actually use it for. While men are drawn to screen size, processor speed and other numerical specifications, women look more at price, ease of use and energy efficiency, the Bab圜enter survey concluded. The technology industry has been slow to target women, and especially mothers, because marketing remains focused on whizbang hardware features that appeal to men and not on practical utility, which is more likely to catch women’s eyes. “Moms are using those smartphone applications like crazy,” she said. “Some moms are on the bleeding edge,” said Beth Blecherman, founder of the blog, who said she was especially struck by the “amazing adoption rate for smartphones.” The survey found that 96 percent of mothers said they would make “regular use” of the device, compared to only 80 percent of fathers. Most striking is that Mom is much more likely to use the new laptop than Dad. And Mom is more likely to make the final decisions on what features to look for and how much to pay for it. When families with children set out to buy a new laptop computer, for example, it is Mom, not Dad, who is more likely to initiate the discussion, the study revealed.
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