Grupo Troiano de Branding, a specialist in branding and brand management in the country, carried out a study with women from the A and B classes, of different age groups, to discover the peculiarities of their relationship with the world of technology. Among the main findings, the study pointed out that women can no longer live without having daily access to technology. More than 70% of the total number of respondents said they could not live without a computer, a percentage that rises to almost 86% in the age group up to 29 years old.
According to the study, women's relationship with technology is more practical: they see technology as a way to improve their lives, using it to make their daily lives easier and without worrying so much about what is "behind" her. “In the quantitative study we carried out on the subject, almost 50% of the women said they turned to their children, husband or partner when they have technical questions about computers and the internet”, says Cecília Russo, general director of Grupo Troiano de Branding.
Another finding is that women's emotional dependence on new devices, such as cell phones, is inversely proportional to age. The older the woman, the lower the dependency and vice versa.
Women in the sea of technology
By associating technology with an immense sea to be explored, which can offer feelings of both pleasure and insecurity and exhaustion, the study raised five profiles that define women's attitudes towards technology:
Surfers – Those who follow the wave of the moment. Emotional dependents of technology feel the need to be connected 24 hours a day, but do not deepen the use they make of the devices. They use products in a more recreational way and based on their own realization, so they are extremely brand-conscious.
Divers – These are the women who go deep in their use of technology. They are emotionally and practically dependent on technology, have a keen exploratory instinct and evaluate the configurations of a product well before purchasing it.
Lifeguards- They are practical dependents. Technology exists only to simplify your everyday tasks. Brand is not a decisive factor at the time of purchase and the use of products is limited to need.
Tourists – They have a very distant relationship with technology. They wouldn't feel a big impact if they were without their cell phone or computer for a while, that is, they don't feel dependent. Nor are they willing to understand how the products work. They always need a guide or a go-between if they want to go deeper.
Beach Girls – More emotionally dependent than practical. Knowing how a certain product works is less important than having it if it's the hottest product. The brand obviously plays a fundamental role in their identity.
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