Women and Digital Television: She Wants Her DTV!
Lyra Research report focuses on women’s adoption and use of new TV technologies

Summary: 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 (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.

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