What Everyone Needs to Know
Whether intentional or not, most CE products are designed for men, marketed toward men and sold by men. However, according to the latest survey by the Consumer Electronics Association (CEA), women spend nearly half of all CE retail dollars. In fact, of the roughly $200 billion that will be spent at retail on CE products by consumers in 2007, $90 billion, or 45 percent, will be shelled out by women at the checkout counter (either in person or online).
Dollars spent is not the only measure of women’s influence in the CE industry; one must also consider their involvement in purchases. In fact, 61 percent of women have some involvement in their households’ CE purchases, either through the actual purchase or through joint purchases with another person in their household. This is an increase of four percentage points over previous CEA research conducted in 2004.
In addition, women and men tend to own CE products at similar rates, with a few exceptions. For instance, women are slightly more likely than men to live in homes with televisions or cell phones, while men are more likely to live in homes with surround-sound systems, portable digital media players, hand-held GPS devices and in-dash CD players.