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College Women Close Technology Gender Gap; 360 Youth College Explorer(TM) nationwide survey reveals college women adopt technology on par with men.

Article Excerpt
ROCHESTER, N.Y., March 4 /PRNewswire/ -- The annual 360 Youth College Explorer(TM) study, powered by Harris Interactive(R), today revealed that despite commonly held beliefs that college women lag behind in technology ownership and use, they actually share more similarities with men than ever before. Results from college men and women surveyed on technology use challenge widely held presumptions that young women are slow to adopt technology.

Technology use remains a vital part of college students' daily lives and continues to show significant growth. Ninety-five percent (95%) of college students are online. Sixty-five percent (65%) of online college students use broadband Internet access compared to 37% in the general online population(1), reinforcing that college students are the most connected demographic to date. Ownership of digital cameras and DVD players has increased for both college men and women since 2002. Intent to purchase these products in the next year is equally strong for both sexes.

Entertainment is a powerful and influential presence in the lives of college students. College students spend nearly $3 billion a year on entertainment categories such as movies and gaming(2).

"College students are an increasingly influential force in today's marketplace," said Derek White, Alloy EVP and General Manager Media & Marketing Companies. "This year's study recognizes college students, both men and women, as leaders of the broadband evolution. They expect instant access to technology and entertainment-both, growing influences in their lives. With continued fragmentation of mindshare and media, it's critical for marketers to understand what college students...

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