Although many men might have a macho tendency to expect otherwise, 77 percent of women would prefer a plasma screen TV to a diamond solitaire necklace. This, according to a study by Oxygen Media.

		David Radin is a freelance writer for the Post-Gazette and business consultant. You can contact him at www.megabyteminute.com.

The study, aptly titled Girls Gone Wired, presents some insights into the way women react with technology -- including their buying habits. According to Karen Ramspacher, vice president of research at Oxygen, men and women are more alike than different when it comes to technology. But they have different motivations that spur the use of various technology devices. While men are often attracted to technology for technology's sake, women see technology as a means to an end. It's the function of the devices they crave, not necessarily the fun. While a greater percentage of men use technology for fun pursuits -- such as listening to music and watching videos, women are more likely to shop online, edit digital pictures and access health services online.

Ms. Ramspacher was in Pittsburgh this week with Geraldine Laybourne, the chairman and CEO of Oxygen Media, to present the results of the Girls Gone Wired study to the Pittsburgh Radio and TV Club.

According to the study, one of the prime motivators pushing women to use technology is in helping them to stay connected. Men and women use their cell phones about the same amount of time per week, but women make and receive more calls to family and friends. They send more text messages and they take more photos -- all of which are activities related to connecting them with others. No wonder the study found that almost 80 percent of women have the final say in choosing the cell phone plan for their households.

But the use of technology by women to connect them with others goes beyond the cell phone. Ms. Ramspacher suggests that woman also use their digital video recorders at least once a week. While that may not strike you as helping connect them to others, it does in fact provide the connection when woman organize get-togethers to view their favorite recorded shows or movies with friends.

So, with all these findings about women being tech savvy, does that mean all women are diving headfirst into the electronic jungle? No. The study divides women into five categories, each with different characteristics and unique relationships with their tech devices.

The "Techs in the City" with an average age of 27 are the tech trendsetters. More than three-quarters of them download music, edit digital images and shop online. The majority of them use text messaging on their cell phones and personalize their ring tones. For some tech-activated activities, they're twice as likely to participate as members of the other four segments.

Then there are the "Techcessorizors," who use technology for fashion. More than 50 percent of this group is under 30, and they tend to put form over function. One quotation pulled from a member of this group: "It's more important that my tech look high-tech than have all the latest features and functions."

"Pragmatechs" are the women who are highly functionally motivated. They live in the suburbs and are likely to be married and highly educated. With an average age of 31, they spend 14 hours/day on technology-related activities such as banking or investing, finding out the news or weather forecast, accessing online health information, and using office applications. And they're much less likely to care about the way their cell phones look.

Oxygen calls the stragglers "Mrs. Doubtwires." They're older, tend to be more rural and are likely to be empty nesters.

The women in the final category, "Training Wheel Techies," are, in the words of the study, "Inspired to be wired."

The Oxygen study also offers this insight: A technology brand needs to stand for trust to interest women. You might think this goes without saying, but when you think about all the new brands that come out in the tech space annually, it's more difficult to deliver than it seems.