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Study Highlights Women Are Spending More on Consumer Electronics and Technology

iPOD EXAMPLE. Marketers warn that retailers and manufacturers assume that marketing to women is as easy as changing the color of a product to pink. "If you're serious about reaching the female consumer, you have to care about her and get to know what she desires," says BCG's Silverstein. It's critical they understand the female consumer's needs and dissatisfactions, and come up with ideas and solutions, as Best Buy has done.

Best Buy and Dell are both optimistic that their women's initiatives of the last six months will boost their bottom lines. And if Apple's success with the iPod mini is any indication, such optimism is well founded. Women are lapping up a majority of the multicolored minis, contributing significantly to Apple's dramatic 74% sales increase in its fiscal first quarter that ended
Dec. 25.

Whether their efforts involve retraining sales staff or redesigning products, companies that pay attention to the female consumer could hit the
mother lode.

By Pallavi Gogoi in New York
Edited by Patricia O'Connell

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