Feeds

Women say no to pink tech toys

Hardware firms getting it so wrong, survey reveals

  • alert
  • submit to reddit

Build a business case: developing custom apps

Advertising agency Saatchi & Saatchi has put down in black and white what plenty of women around here have been thinking for ages: we want technology but we don't want it coloured pink or encrusted with fake gemstones.

The company recently polled female internet users here in the UK and found that most of them believe manufacturers and retailers don't understand what they care about and don't view them as a relevant group of customers.

That's crazy - they'd rack up an extra £600m ($1.2bn) in sales if they made a better effort at winning over our hearts and purses, S&S reckons. Women already each spend £321 on personal technology every year, the survey revealed.

Philips Active Crystals Amazone
Wrong...

Girls, according to the S&S research, almost half of us go out to buy technology products without a specific brand or product in mind. Most of the time, we end up not spending a penny because we can't find what we're after.

The TOYboy* tells me that's true of many men too, but then they're not as bright as we are, so what can you expect?

Well, for starters, patronising and offensive attitudes, if the S&S poll is anything to go by. Blokes behind shop counters are not, it seems, particularly well versed in treating women as equals - or customers, for that matter.

One respondent said electronics retailers "reek of a strong scent of man" - unsurprising, given the average British male's unfamiliarity with soap. They hide their money under it, I'm told.

"Technology companies are in the same place the car industry was 20 years ago," said another.

Sony Vaio CR series notebook
...and wronger...

That extends to the products. Only nine per cent of the women S&S talked to think it's important that their gadgets look feminine. Rather a lot of ladies are completely turned off by the abundance of pink products.

What do they want to see? Sleek, beautifully designed products, the survey - shock, horror - revealed. Don't believe it? Just take a look at Ann Summers' sales figures...

the hardware widow
*The Hardware Widow is hitched to a young, hardware geek - the Tech Obsessed Youth - who thinks he knows more about technology than she does...

Build a business case: developing custom apps

More from The Register

next story
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
Apple takes blade to 13-inch MacBook Pro with Retina display
Shaves price, not screen on mid-2014 model
iPhone 6 flip tip slips in Aussie's clip: Apple's 'reversible USB' leaks
New plug not compatible with official Type-C, according to fresh rumors
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.