Exploring the Digital Dividein MP3 Players

Chris KirkAndrea LeewongJefferson Pestronk

Advisor: J. Cooper May 5, 2005

Introduction

Primary question: does the digital divide extend to computer peripherals?We tested this question using portable MP3 players as the peripheralSecondary question: are there preferential differences between males and females that contribute to the divide?

Motivation

Extension of Cooper and Weaver (2003) studies on gender and computersReal-world applications/consequences Education Business

Ubiquity of MP3 players raises question of design with respect to gender preferences

Hypotheses

A gender gap persists but will be less pronouncedMale and female feature preferences for MP3 players will be differentPreferences will be different, across gender and within gender, between owners and non-owners of MP3 playersThere will be a “comfort level divide” between males and females as well as between owners and non-owners

Methodology

Written survey40 participants 22 males, 18 females

Ratings and rankings of past and future MP3 player purchase decisionsRatings of comfort with MP3 players, MP3 software, and computers

Male/Female Divide

Gender gap not statistically significant in MP3 player ownership 83% female, 64% male

Significant gap in computer comfort level corroborates Cooper, et al.Few significant preference differences Females valued appearance, size/weight Males valued price

Owner/Non-Owner Divide

No significant difference in computer comfort levelSignificant difference in MP3 and associated software comfort levelSeveral significant preference differences Non-owners valued price above other factors Owners valued price and other factors equally

Significant difference in comfort levels between male owners and non-owners

Conclusions

Evidence of computer digital divide, but no such divide in computer peripherals (MP3 players)Some evidence of preference difference between genders But MP3 players appeal to both genders due

to diverse feature set

Little cause for concern that peripheral digital divide will affect education or purchase decisions