Info & Answers
Women Control Tech Purchases
Despite all of the influence, the “fairer sex” still isn’t buying into the need for electronics.
Women Technology
According to “Fast Company,” women buy 57 percent of consumer electronics.
January 15, 2009 by Rachel Cericola

Big surprise: Women control the remote/purse strings when it comes to consumer electronic purchases.

Since I have been following the wonderful world of electronics, there seems to be a yearly (or more) article like this one from Linda Tischler at “Fast Company.” In a nutshell, Tischler quotes a bunch of stats about how women only buy 57 percent of consumer electronics, yet control 90 percent of the purchases.

With those kinds of numbers, one would think that manufacturers would gear more tech products towards women, right? The problem with that thinking is that manufacturers already do that. All electronics are geared towards women—I honestly think that. Whether or not you have the geek gene is a unisex issue.

Putting pretty flowers on something or making it look like a purse doesn’t make me want to buy something. It makes me want to back over it with my car. The article calls this the “shrink it and pink it” approach. They are extremely accurate saying, “And, it’s offensive to most women.” After all, the “guy” electronics don’t have images of naked lady mudflaps on them, right?

Basically, I wear the HTTPanties in my family. Whether my husband could beat me in router setup is irrelevant. Instead of wacky designs and making something double as a pocketbook, the best way to lure the ladies is to keep cranking out devices that are better, easier to operate, and have a lifestyle benefit or two. That’s really all you can do.

Fast Company took a look at some of the supposedly “lady-friendly” devices from CES 2009.

Who makes the majority of the tech/electronics purchases in your home?Sound off in the comments section below.

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Rachel Cericola - Contributing Writer
Over the past 15 years, Rachel Cericola has covered entertainment, web and technology trends. Check her out at

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