Feeds

Women like HP more than men do

And we like anything better than statistics

  • alert
  • submit to reddit

Reducing security risks from open source software

Women and men have different brand loyalties when it comes to buying computers, and someone's done the research to prove it.

What we can't work out is what it all means.

A survey of 69,000 Net heads, conducted by Harris Interactive, found that when the woman of the house is involved in the purchase of a new PC HP's share goes up by four points compared to its overall figures, and Gateway's rises by about two points.

What this means is that HP is ever so slightly more likely to be the "brand of choice" when a woman is choosing the PC that it would have been, had she had nothing to do with the decision at all.

So, the manufacturers need not get too excited by this particular variation.

To pour even more cold water on this apparently red-hot marketing data, the survey also found that more often than not men have the final word about which PC to buy - bad news for HP then. Nearly three-quarters of the time, men are involved in making the brand decision while women are involved in less than two thirds.

Women have more clout for first time purchases though - closer to the three quarters mark, while men get more involved in the upgrading and replacing of old machines. [Is anyone surprised by this?-Ed]

"It is becoming even more important for PC marketers to understand the roles that individuals within the family play in deciding which brands to consider and which to buy," said Dave Tremblay, director of Harris Interactive's technology research.

He went on: "Understanding which family members are influencing purchases in which segments will help manufacturers fine-tune their marketing and capture their `unfair' share of purchases."

We can see how such data would be useful, but are far from sure that this is that data. No definition of "involvement" was given for a start, so it could be anything from:

Man: "Should we spend some money on a PC?"
Woman: "Yeah, go on then."

To an in-depth discussion of processor speeds, DDR vs. Rambus, and monitor sizes.

However, Apple might want to take note. Once the teenagers get involved, Apple's share of sales drops off by four, possibly statistically insignificant, points. ®

Eight steps to building an HP BladeSystem

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
White? Male? You work in tech? Let us guess ... Twitter? We KNEW it!
Grim diversity numbers dumped alongside Facebook earnings
HP, Microsoft prove it again: Big Business doesn't create jobs
SMEs get lip service - what they need is dinner at the Club
Bose says today IS F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.