Consumer tech products are all anyone seems to talk about these days. From the annual ritual of new phone announcements, to the ever-expanding wearable and app arenas, it’s clear that tech is the new black.

Yet there's something the Consumer Electronics industry has yet to fully capitalize on today -- developing products for women. Very few tech products have been created specifically with women in mind. While smartphones, smart watches and fitness trackers have begun to provide many more options around color, material and finish, they still tend to represent a unisex and dare we say, masculine silhouette.  

In the portable charging category, some brands include colors like bright pink and the word “lipstick” in their product names, but nothing else about the product was designed thinking only of women. It’s as if simply painting the product is all that’s needed for women to be interested. But brands can, and should, do better.

A recent study conducted by the BMO Wealth Institute found that women are in control of 51% of personal wealth in the US, which translates into a staggering $14 trillion – and by 2020 it’s expected to grow to $22 trillion. And while women still earn less than men, they are the primary breadwinners in 40% of US households.

And as if those weren’t reason enough for the CE industry to get hip, a 2012 study released by Parks Associates found that women are more likely than men to actually purchase technology products like smartphones, tablets and laptops. According to the study, women purchased on average 4.7 consumer electronics products in 2010, compared with men who purchased an average of 4.2 products.

If a consumer electronics brand is looking to make money, the female demographic is absolutely their greatest opportunity.

Some brands have gotten the memo and are standing out by creating tech products that speak directly to women. Portable charger brand Everpurse successfully built battery power – something we need all day – into a purse that women would actually wear. They’ve even upped the ante recently by announcing a partnership with Kate Spade, adding playfulness, crisp colors and graphic prints to the generally unfashionable chore of charging devices.

Wearables meanwhile, have been at the forefront of developing products more geared towards women and validated through the embracing of this category by the fashion industry. Smart bracelets powered by Fitbit and Misfit, then outfitted by Tory Burch or adorned by Swarovski crystals illustrate consciousness around appealing to women.

This is at the heart of why we started Tinsel -- to work towards moving away from the unisex and masculine-painted-pink approaches by developing tech accessories specifically for the female demographic. With our first product The Dipper audio necklace, designed by a woman, we are showing that we know women want quality products that work well, and in a form factor that also looks good.

Technology has long been thought of as a man’s world. We’re learning however that the female consumer not only needs tech products that offer convenience and functionality, but she wants them to look great, to fit seamlessly into her life, and she’s willing and able to spend the money.  So brands, the rest is up to you –- go out there and make better products that women will love!


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