Jewelers might have to count iPods and cell phones as new rivals for the affections of female consumers.

A new study from the Oxygen cable network reports that women are closing the gender gap when it comes to technology, showing strong interest in tech-heavy products, often at the expense of more traditional luxury goods, including jewelry.

The “Women's Watch: Girls Gone Wired” study says 79 percent of the female market is interested in and using technology, breaking the myth that the only women interested in technology are urban trendsetters.

A majority of women surveyed say they prefer tech items such as plasma televisions, cell phones and iPods to traditional luxury goods such as jewelry, clothing, entertainment and travel, according to a media release announcing the study's findings. One surprising statistic: 77percent would prefer a new plasma TV to a diamond solitaire necklace, while 56 percent would choose the plasma TV over a weekend vacation in Florida, the release says.

The study reports that men and women both own and use a similar number of digital devices (6.9 and 6.6 on average, respectively), relying most heavily on their computers and cell phones; and 73 percent of women make tech purchasing decisions on their own.

When selling tech items to women, the study advises retailers not to talk down to women about technology, as one-third of women identify themselves as “techie,” and 79 percent feel fully confident using technology. Instead, retailers should show women how a device “gets the job done.”

Over the next five years, the survey reports, women see themselves increasing their use of six tech devices/activities more than men: digital cameras, cell phones, e-mail, camera phones, short message service and instant messaging.

“Women's Watch: Girls Gone Wired” is the third in a series of longitudinal studies conducted by Oxygen, designed to provide market information to advertisers and affiliates, said the release.

Launched in 2000, Oxygen is targeted to younger women, and according to the company, is the only cable network owned and operated by women, with more than 68 million subscribers.

Source : nationaljeweler.com

www.nationaljeweler.com