Tech Stuff
Aliens, Robots, And Cleavage: Why Tech Is (Stupidly) Marketed To Men
6:30 pm, January 11th | by Hillary Reinsberg
Tech gadgets get marketed mostly to men, but then mostly women buy them. Advertisers and marketers, clueless once again.
This week is the Consumer Electronics Show in Vegas, otherwise known as: a bunch of dudes fly out to the Sin City for a few days to gawk at the newest gadgets set to go on sale this year. Pardon our stereotyping, but that’s roughly what happens. Accordingly, marketers assume, it seems, that those tech-savvy, robot-loving dudes are the best people to market to.
As Ad Age reports from a panel at CES:
“Tech marketers traditionally focus on 25- to 40-year-old men, which is virtually everyone who comes to CES,” said panelist James McQuivey, principal analyst at Forrester Research specializing in the digital home.
Probably not the best idea.
And Ad Age doesn’t even mention the degrading presence of “Booth Babes” at trade shows like these. (And there were plenty at CES. Business Insider went so far as to glorify them with a slideshow). While they may attract some lowbrow-thinking guys to check out a product here and there, they only add to the male-centric marketing of tech products.
How do we know this is not a great call? Because we reported just yesterday that more women actually buy tech products than men. Marketers and advertisers, take note! Or do we have to spell it out for you further?
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