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 | GADGET CHICS |  |
Forget Manolos and Jimmy Choos, a new study issued today reveals British women spend six times as much money on the latest gadgets than on fancy footwear.
The Sony Ericsson research reveals the rise in popularity and style of gadgets such as mobile phones and MP3 players has spawned a new breed of ‘gadget girl’ who spends an average £478 on gizmos each year, compared to a measly £74* on shoes.
Over one in ten women (13 per cent) spend more than £1,000 on gadgetry per year and the average gadget girl owns an impressive £1,605 worth of kit, with nearly one in six (15 per cent) possessing more than £3,000 worth of the latest and greatest gizmos.
And it’s not just a passion for purchasing that gets our electronics loving divas going. Over a third (35 per cent) would rather live without their favourite shoes, lipstick and even diary than their mobile phone.
A different and altogether less geeky creature than her male counterparts, it seems gadget girl is more interested in how her gizmos look than what they can do. Women are more likely to choose a gadget for it’s shape or colour than men, and almost half (45 per cent) say size really does matter, compared to just over a quarter (28 per cent) of men.
Londoners are the most style obsessed with seven per cent of women in the city citing colour co-ordination with their bags and clothes as the key deciding factor when choosing a gadget. Overall, almost one in five women (18 per cent) say fashion or the latest trends influences their choice.
“As the majority of the population now owns a mobile, your choice of handset is a good indicator of your style and status” explains Peter Marsden, Sony Ericsson UK Managing Director. “No-one wants to be too embarrassed to get their phone out of their handbag or lay it on the table in the pub.”
“Now getting hold of the latest small, but perfectly formed Sony Ericsson T630 mobile to match your glossy white iPod is just as important as owning the latest Gucci bag and shoes. Without them, we’re just trailing behind in the fashion stakes.”
Yet it’s not all style over substance, the study also discovered that one in five women (23 per cent) are more tech savvy thanks to their gadgets and 18 per cent say they are more organised.
Dispelling the popular myth that women rely on their partners to work their gadgets, just under a quarter (23 per cent) ask their other halves for instructions. In contrast, nearly two thirds of women (63 per cent) take time to read the manual and over half (52 per cent) teach themselves.
For more information www.sonyericsson.com |
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