Video: Women targeted by consumer electronics

By Rehema Ellis Correspondent
NBC News
updated 12/13/2006 7:30:54 PM ET 2006-12-14T00:30:54

The world of consumer electronics has long been a man's domain. But Sony is joining a growing list of electronics companies now adding a sales pitch to women.

"The world's first TV for men and women," says a commercial for Sony's Bravia line of HDTVs.

Why the change?

"As more women have grown up with technology, 50 to 55 percent of all electronics purchases are being made by women," says Joseph Feldman with the Telsey Research Group.

What's more, in a $140 billion business, the Consumer Electronics Association projects a whopping $80 billion in purchases will be influenced by women in 2006.

No wonder this holiday ads are featuring women getting and giving gadgets as gifts.

It is a new day in consumer electronics. Companies are focusing more on how to market their products to women, women who have more money to spend on toys that aren't "just for boys" anymore.

Armed with information from female focus groups, companies create products that now reflect what women say they want.

"I love these little cameras like this one here that you can stick in your pocket," one shopper told us.

Cell phones are pretty in pink — and they're "Razr" thin. Sony also makes something called a "Clutch" radio.

And when women said they'd like more attentive sales agents, Best Buy added personal shoppers.

Computers are bursting with color, and for the first time Dell ads prominently feature women.

The changes are just in time for the holidays — making gadget shopping easier than ever for women and men.

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