Gadgets are also a girl's best friend

Special Feature: The Female market

Diamonds may still be a girl's best friend but a digital video camera is right up there on the second best friend list, according to a recent US survey.

The Women's Watch: Girls Gone Wired survey conducted by Oxygen Media, an American cable network owned and operated by women, found that 77% of women would prefer a new plasma TV over a diamond solitaire necklace, 78% would rather have a sleek new mobile phone than shoes, and 86% would choose a new digital video camera over designer footwear.

Women are fully embracing technology and really using it, Oxygen Media vice-president of research Karen Ramspacher said.

When it comes to what women want from technology, it's all about functionality.

As an example, women are using the internet for information that will help them and their families and to stay connected to family and friends.

One of the most popular tech products among women is a GPS tracking system, gadgetry that was initially a male-oriented purchase.

In the US, most of these portable navigation devices are now bought by female customers.

When it comes to the hottest new products on offer, even though functionality is important, most companies still go for the fashion factor when targeting women.

While pink is the colour of choice for many female mobile phone and compact camera buyers, manufacturers are adding more practical features to lure female tech shoppers.

A new Samsung phone has a fragrance and aromatherapy guide built-in, as well as a calorie counter, body mass index calculator, shopping list organiser and personal scheduler.

Nokia's 7370 allows the customer to translate European shoe and clothing sizes to American. It also offers a display that converts to a mirror when not in use.

Further up the wish list, Leica late last year released the 'Hermes' M7 Edition ( The Leica M7 Edition Hermes is available in silver and chrome with a choice of two calfskin leathers and is elegantly packaged in a linen-covered silk-lined box, complete with crest.

Only 100 models of each version are being made and each camera will have its own serial number from 001/200 to 200/200.

Oxygen's Rampacher said that simply tailoring gadgets to a female audience is not enough.

"Until the content women are interested in is available, women tend not to use technology for technology's sake.

Although the VCR, the internet or iPods may have started off with very male-oriented content, once female-oriented content was available, women flocked to those devices and have become the power users," she said.

The survey also found:

- Women on average own 6.6 technology devices while men own 6.9.

- Four out of every five women are comfortable using technology.

- 46% of women do their own computer trouble-shooting.