Laptops, Smart TVs not user-friendly, flip-style foldable phones are in vogue, feel women: Study

With technology integrating into practically all aspects of our lives, it seems that modern-day technology is not designed to be user-friendly; instead, they are complicated to use and not user-friendly at all, at least most women in India feel so.

Women feel that laptop makers haven’t catered to their needs.

A recent survey by Techarc, an analytics and consultancy firm working with automobiles and emerging technologies, has highlighted a major gap in how tech products resonate with women.

Released on the eve of International Women’s Day, the study shed light on the need for tech companies to better cater to the unique preferences and needs of female consumers.

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The survey, conducted among 1,150 women across the country, provides insights into women’s expectations regarding tech products. Of these, about 650 were working professionals, whereas 500 of them were homemakers.

Faisal Kawoosa, Chief Analyst and Founder of Techarc emphasised the importance of acknowledging gender-specific preferences in the personal tech space.

He stated, “While technology remains gender agnostic, there is a need and scope to introduce product lines tailored specifically for men and women, addressing both hardware and software needs.”

When it comes to smartphones, women appreciate the variety of colours and designs available in smartphones but are looking for better personalisation options. They seek customizable features to match their changing preferences. The study also revealed that they particularly like the flip-style foldable smartphones that have been popping up recently.

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In wearables, smart rings are gaining popularity among women. However, smartwatches and fitness bands that have a bulky design are something that they tend to avoid, if they have the choice. Women also prefer devices with feminine aesthetics which come with applications tailored to their needs, the study revealed.

Laptops fare far worse among women, who feel underserved in the market, lacking options that cater to their needs. Women feel they have hardly been catered to and that laptop makers haven’t done anything substantial for them. They would like to see lighter laptops with more feminine designs which are suitable for both professional and personal use.

The study also revealed that many women find Smart TVs, not smart at all. They found them too complicated to set up and operate, which indicated a massive disconnect between product design and user experience. Interestingly, it’s not just Smart TVs, other Smart Home Appliances also fare poorly.

Techarc found that although women were intended to be the primary users of appliances like smart refrigerators, smart ovens and washing machines by appliance makers, there is some concerning disconnect. Awareness of many smart features in home appliances is low among women, which indicates that there is a need for increased training and education. Moreover, the interfaces of these smart appliances need to be overhauled, and their interfaces made more user-friendly.

Women anticipate further collaboration within the tech industry to develop gadgets and devices with their needs in mind. They expect greater personalisation, choice, and portability in future smart devices. Artificial intelligence (AI) is also being seen as a major enabler for enhancing customisation and meeting diverse user preferences.