Electronics and Women

If you’ve noticed that some electronics seem to be being marketed differently –you’re right! 
As of winter 2007 a gender “tipping point” was reached: women passed men as the primary buyer of electronic gadgets!  See the source here.

But is marketing changing fast enough to meet the needs of the target market?  I’m not so sure everyone’s “getting it”.  Changes like this separate the real marketers –those who know they’ve got to meet the needs of their customers and change— from the marketing phonies and the dinosaurs! 
And this is nothing new!  Car manufacturers have realized this for years.  They provide car options with “women friendly” alternatives like gas and brake pedals that can be changed by the click of a switch, spare tires that are easier to install and tire pressure gauges inside the cabin – and let’s not forget those “kid friendly” seats!   See here and here for more on this!

Women want electronics that are small, sleek and style-friendly.  Apple –one of my favorite marketers of all-time— gets this (see the pink Ipod above put out in time for Valentine’s Day and this post) as does Best Buy whose hiring more women to work for them after learning that many women felt that electronics stores were “unfriendly” to women’s needs.  And Best Buy’s also getting together with Liz Claiborne to reach female customers.

Still, I’m not sure electronic manufacturers or retailers are getting it fast enough!  But when women influence 89% of all consumer electronics purchases…they’d better!  The male tech geek is no longer the target market!  Folks, it’s time for Brandovers across the board!!!  They should probably take some lessons from the car side of marketing to catch up!

And, remember, it’s always easier when you keep marketing in mind!

Here are some more links:
http://www.billingsgazette.com/newdex.php?display=rednews/2005/08/23/build/technology/25-divas.inc
http://www.washingtonpost.com/wp-dyn/content/article/2005/08/16/AR2005081601906.html
http://www.engadget.com/2007/05/03/ask-engadget-forget-the-man-bag-how-about-a-gadget-purse/
http://www.businessweek.com/bwdaily/dnflash/feb2005/nf20050214_5215_db_082.htm
http://online.wsj.com/article/SB118704077523996392-email.html
http://www.msnbc.msn.com/id/16065623/
http://gizmodo.com/347445/apple-pushes-pink-ipod-nano-in-time-for-your-valentine