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Is it Worth Trying to Market Electronics to Women?

by SMD 


I’m doing a bit of research for an upcoming project and since my posting has been a little bit light lately [too many other projects] and since what I’m finding is kind of interesting, I thought I’d gather my notes here online.

The question I’m trying to answer is, “Is it worth it to try and gear the marketing of high tech electronics gear to women?” I mean we all know that mostly men by those sorts of doodads, right?

From a 2004 CNN.com story:

Women actually spent more on technology last year than men, according to the Consumer Electronics Association. It says women accounted for $55 billion of the $96 billion spent on electronics gear.

…A meager 1 percent of women surveyed thought manufacturers had them in mind when creating products, according to the report, released at last week’s Consumer Electronics Show.

…Yet women are involved in almost 75 percent of all electronics purchases, and they are increasingly interested in gadgets, from DVD players to digital cameras, for themselves or their families, according to the survey, which was based on telephone interviews with 1,002 U.S. adults in October and done in association with the independent market research firm Rockbridge Associates Inc.

Radio Shack’s customers have shifted from 20 percent female seven years ago to 40 percent female today. In response, the 7,000-store chain began actively recruiting female store managers last year, and now one of every seven stores is managed by a woman.

It’s always worth questioning stereotypes and turning things that seem like solid assumptions on their heads to see if they look the same upside-down. From the same story…

Tri-City Electronics Inc., a high-end audio-video store in Conover, North Carolina, installed a children’s area, replaced the utilitarian atmosphere with a homier layout and burgundy paint, and even offered tours of the store owner’s home to show the products in a real-life setting. Revenues have been climbing since, said co-owner Sibyle Hager.

More to come…

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