Just how tech-savvy are South African women?

The tech-savvy identity seems to be spread along racial lines, with 58% of white women having access to the Internet, distantly followed by Asian-Indian women (22%) and coloured women (18%). Black women account for a mere 17% of this tiny online population. Over 51% of the SA population is female, according to statistics.

The 'XX Files'

The findings of the 'XX Files' or the 'Death of the Female Stereotype' - as the research has been dubbed - were released last week at the Grayston Southern Sun Hotel in Johannesburg.

While some conservative minds might attempt, as usual, to shoulder the blame on the apartheid system, some experts, however, will likely point the finger at the democratic government for not meeting its national ICT policy objectives.

While the study says 73% of women are on Facebook, 11% on Twitter, 10% on YouTube, 34% on Mxit, 9% on myspace.com and 3% on Linkedin, it did not reveal how many of these Facebook users do log in the popular social networking site on a regular basis - let alone start a conversation.

Age a critical factor?

Moreover, age seems to be a critical factor in the usage of technology, as the study reveals that women much younger appear to be more online tech-savvy, compared to their older counterparts, who tend to shy away from the online planet as age catches up with them.

The report says 34% of women between the age of 18 and 24 have access to the Internet, closely followed by 25-34 year-olds (26%), 35-44 year-olds (21%), 45-49 year-olds (20%) and 50-54 year-olds (14%).

The good news is that 83% of women favour technology as it makes their lives easier, and 62% disagree that technology and technological products intimidate them. This should now motivate experts to embark on a rush to find solutions that could reverse the situation by attracting more women to become tech-savvy.

Not enough

"I think it is a question of general access, affordability and PC penetration. Look, we have some Internet cafes in the townships but I don't think it is enough," morrisjones&co head of planning Lou Boxall-Davies told Bizcommunity.com.

"Internet penetration is very low in South Africa. Maybe technology companies and government need to work together to alleviate the problem," TNS's Karin Duchonne said.

The metropolitan study focused on 'forgotten' aspects such as general attitudes, technology, relationships, family, work issues, education, health and wellness, money and finances, fashion and beauty and alcohol beverages.

Other findings

Other findings include: one in 10 women have a secret bank account, 40% have never been to the dentist, 82% are the primary decision-makers responsible for day-to-day purchases, 56% say men do not take women seriously at work, 68% say a pair of high heels shoes can make any woman feel sexy, among others.

"There is a need for a better understanding of the female market," morrisjones&co CEO Nina Morris said. "For sharper, more strategically sound insights and more engaging communications strategies, and hence, better creative work."

"It was time to kill the stereotype," Boxall-Davies said, adding that women are an increasingly important economic group.

"Undermine marketers' attempts"

"It is getting harder and harder to effectively reach women in traditional media. While stereotypes may be useful, they undermine marketers' attempts to build sustainable relationships with female consumers.

"It is not just that men and women are different, but not all women are the same. It's not only about the demographics; it is also about values, goals and priorities, relationships and mindset. Brands need to demonstrate that they 'get' women."

Neil Higgs of TNS told Bizcommunity.com: "This is a groundbreaking study never done outside the academic sphere and I believe it will change many marketers' mindsets as time goes by."