subject: "5 Reasons Why Women Lead The Charge In Consumer Electronics Purchases" [print this page] Women are power base of the consumer marketWomen are power base of the consumer market. Traditionally, they've been targeted by marketing as the smaller scale domestic shopping decision makers. Now they're being recognized as the primary deciders of electronic purchases.
Designs of ultra sleek TVs (like LCD televisions) and sexy notepads and netbooks are catering to the techno-femme tastes and needs. Very revealingly, "pink-washing", the notorious, patronizing "cute" feminization of electronics, isn't at all popular with women, who are just as likely as men to be interested in specifications.
Women Release Their Inner Geek
The 21st century woman is employer, mother, wife, volunteer, and the tech-savvy girl geek is a new role. Women aren't waiting for HIM to figure out how to operate the new gizmo or choose the new LCD TV. Interestingly, women are better at decoding technical jargon and products.
Web Savvy Women
Women have been quick to exploit the internet for their buying. Studies show that 50% of women use the net for research and to check products. This is an extremely efficient form of shopping, and it's an reliable way of keeping track of prices.
Online Shopping Power
The numbers do the talking. Mothers between 25-54 are more than 20% of the online community. The "Mom Factor" is a market giant in the US, and it's had a significant impact on the marketing activities of manufacturers.
Most importantly, this market is a hyperactive community in commercial terms. Female bloggers and writers blog, write articles and tweet about a huge range of products. Much of their material is first hand commentary and "How To" articles, and women are more likely to pay attention to the recommendations of other women online than any other source of information.
There's a good reason for this type of information sharing. It works. Instead of getting a single feed of information about a type of product, Ms. Netizen gets dozens of leads about what she's looking for. A bit of patience, and she'll find what she wants.
Buying LCD TVs online is also a very good option. A quick check around the bookmarks will find today's special discounts, cashback offers, new product lines, product reviews, sales, clearances, etc. A few online accounts will get newsletters as well.
Style and Design Focus
Manufacturers and designers have got the message. The new electronic product ranges are aimed with fashion and design appeal as their key elements. The old Thing In A Box shapes and styles of electronics are being replaced with much more considered types of "accessorizing" design which are actually more practical, as well as being more stylish.
Head of The Household
Women are a major part of the financial profile of Australia. 700,000 Australian women are heads of their household, representing a lot of direct control over the family and business purse-strings.
Nor has the original market demographic, the division of domestic control in couples, changed. Women remain the acknowledged budget controllers with veto over buying in the mainstream market.
