Plasma televisions and digital cameras are in, and diamonds and designer shoes are out, according to a new survey of 1,400 women.
Three out of four women surveyed by US cable network Oxygen, which is owned and operated by women, would rather have a new plasma TV than a diamond necklace.
Fifty-six per cent would opt for the plasma over a weekend in Florida, and a whopping 86 per cent would prefer a new digital video camera to a pair of designer shoes.
The Girls Gone Wired survey of 1,400 women and 700 men aged 15 to 49 found that the technology gender gap has almost closed, with the average woman owning 6.6 technology devices and the average man owning 6.9.
Four out of every five women felt comfortable using technology, with almost half (46 per cent) doing their own computer trouble-shooting.
"People make the assumption that women are not as advanced as men when it comes to technology,” said Geraldine Laybourne, chief executive of Oxygen Network. “I was surprised at the parity men and women now have in terms of technology."
The study also asked women which activities they wanted to spend more time on over the next six years. Digital photography, mobile phones, email, camera phones, text messaging and instant messaging all made the grade.
Laybourne predicted that women’s use of technology would continue to increase, and that advertisers need to recognise this.
"Women don't feel like they have been given credit for what they know and they are condescended to," she said.
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