What Everyone Needs to Know
The lack of appeal of traditional CE retail outlets to women is resulting in their shopping for electronics in places more comfortable to them, such as mass merchant stores like Wal-Mart, Kmart and Target. In fact, when asked where they might purchase their next consumer electronics device, women cite mass merchants as often as they do big box retailers (45 percent vs. 46 percent). Compare this to men who say they are much more likely to purchase CE products at a big box store than at a mass merchant (54 percent vs. 34 percent).
Clearly something is amiss with the shopping experience when it comes to women and CE. In recent years, some retailers have made efforts to address this issue, but the industry has a long way to go. It is incumbent upon all in the industry to be aware of and understand the similarities AND differences between men and women when it comes to consumer electronics. The continued health of the industry depends upon it.