By Christiane Vejloe

When something is important in the tech and online world it is often referred to as being “King”.  Now the tables are turning and the new King is Queen. Women are seriously getting into technology and gadgets and the brands who will be the first to adjust to this growing target group will be the winners of tomorrows markets.

Products like computers, tv’s, gaming consoles and cars are traditionally considered masculine and this notion still clings to all to many tech products. The envisioned customer when designing, developing, marketing and selling is a man by default. On the rare occation a company tries to reach the women, the result is much too often a reflection of the misconception that women want pink, simple and cheap products.

A survey made by ElektronistaMag and danish digital lifestyle agency But-Why shows a group of women with a very different take on tech. 76% of the women considered pink an unnecessary or disqualifying factor when buying electronics. 20% are planning to buy a gaming console within the next year and a staggering 85% say they have positive feelings like curious, optimistic and interested, towards technology.

According to the american Consumer Electronics Association women are influenzing 3 out of 4 consumer electronic puchases. And 81% of women do their own shopping when it comes to personal electronics such as mobile phones, MP3 players, digital cameras and lap tops on a regular basis. However shopping for electronics is still considered one of the most stressful shopping situations.

A women from the ElektronistaMag/But-Why survey confirms this and says “If I am shopping for electronics with my boyfriend the salesman tends to complete ignore me. He is only talking to my boyfriend and if I ask a question he will continue to look at my boyfriend and talk “dude talk”. It makes me so furious I want to run out of the store”.

Women have  busy lives, they have buying power, they are decision makers and when they really like something they are very likely to tell their friends which makes them ideal viral seeders. Any company that does not recognize the huge potential in the female market will have a hard time in the years to come.

Last year the Boston Consulting Group declared ”A quiet economic and social revolution is taking place. Women control half the wealth in the western world. The female economy will have at global econmic impact greater than Brazil, Russia, India and China’s all together – this economy represents the most important commercial opportunity in our lifetime.”