Women are having a significant impact on the types of computer-related products bought for the American household, according to a new survey released by Conde Nast, the leading publisher of magazines for women, and Intelliquest, the leading provider of research studies on technology. Entitled the "Women and Technology" survey, the report reveals women's perceptions on current computer products and peripherals, as well as their thoughts on computer manufacturers, new technologies and computer-related advertising campaigns.

The survey portrays a population segment that is heavily involved in every step of the computer-buying process -- from choosing which features are most important to gauging recommendations from friends. Additionally, over two- thirds (69%) of women surveyed said they have significant input in determining the need for a personal computer in their household. Surprisingly, however, much of this purchasing activity is initiated by women without the influence of advertising; less than half of the women surveyed stated that they feel computer advertising is either "too masculine," "too boring" or simply doesn't meet their needs.

"There's still a myth that women are not involved with technology and technology products," said Michael Clinton, senior vice president for group sales and marketing at the Conde Nast unit of Advance Publications. "But technology is not a gender issue. We want to send a wake-up call that women are using and purchasing these products."