"Only a few years ago, feminizing a consumer electronic product meant
little more than creating a pink or pastel version of the same black
or silvery item coveted by men. And, some retailers note, that kind
of marketing still goes on. But feminizing technology is more about a
product’s fundamentals, often expressed in its ease of use. It is not
always aimed exclusively at women, but it is female friendly.
Shoppers see it throughout electronics store from the rising
popularity of digital picture frames to flat-panel televisions that
are designed to fit into the cabinets and armoires that once housed
smaller-screened traditional televisions by moving the TV speakers
from the sides to the top or bottom of the TV.
The impact is being noticed. Women bought slightly more than half the
digital cameras in the first four months of this year, compared with
48 percent a year ago, according to the NPD Group, a market analysis
There are more subtle touches, too, like the wider spacing of the
keys on a new Sony ultraportable computer notebook that goes on sale
next week. It accommodates the longer fingernails that women tend to
have. Some of the latest cellphones made by LG Electronics have the
cameras’ automatic focus calibrated to arms’ length. The company
observed that young women are fond of taking pictures of themselves
with a friend. Men, not so much."