When it comes to a woman and her mobile device, it's a match made in heaven.
Half of Canadian woman say that couldn't go a week without their handy mobile gadgets, according to MasterCard Canada's 2011 MasterIndex on Women and Technology. Canadian gals would rather give up coffee, spa treatments, or chocolate before giving up their prized mobile devices.
Overall, digital cameras are their mobile device of choice, with phones in a close second, and MP3 players in a distant third.
"As a leader in mobile payments technology, MasterCard wanted to learn more about the relationship women have with technology and how this relationship is evolving," says Betty DeVita, president of MasterCard Canada. "We know technology is important to women, but were surprised by how dependent they've become. This fascination with mobile tools is likely the result of their increased functionality. It goes beyond chatting with family and friends. Busy women can now access social media sites, keep track of their busy social calendars and view their favorite photos and videos from anywhere using these mobile tools."
The report identified five "distinct life stages" that categorize women's relationship with technology.
First, Arising Adopters who are 18 to 34 and are students or otherwise not employed full time. They overwhelmingly like MP3 players the most.
Second are Connected Careerists, 18 to 34 year olds who are working and are without children. They tend to own many devices, especially digital cameras and MP3 cameras, and even portable gaming devices.
Third are Mobile Mamas, identified as between 25 and 49 with children. They are big on cameras and phones.
Fourth are the Established but Unimpressed, 35 to 54 year olds who don't have children are not big on technology. They're quite likely to own a mobile phone, but that's about it.
Finally, we have the so-called Silver Speakers, women 55 and older and whose children have moved out. They're the most likely to own phones and digital cameras.