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	Women Embrace Consumer Electronics
	By: Courtesy of ARA Content

“It’s safe to say that women have taken a lead role in what technology related products make it into the household, especially when it comes to audio/video products,” says Laurie Fearing, Cambridge SoundWorks’ resident expert on women’s buying trends. Fearing notes that although women are outspending men in the category, women do have different criteria when making purchasing decisions.

“We’ve been studying women’s purchasing habits for years,” says Fearing. “What continues to hold true is that they want products that deliver great sound and picture quality, but are also more interested in how a product looks and fits into their lifestyle. And, they won’t take a weekend to set anything up -- they don’t consider this a hobbyist activity.”

With more and more women looking to integrate consumer electronics into their lives, Fearing believes that audio and video products, once considered gift items for men only, will become more prominent on women’s wish lists. Fearing offers some key guidelines when buying for women:

Easy to use. “Women are practical in the use of electronics,” says Fearing. She explains that women do not see consumer electronics as a hobby, but rather look at products to serve a direct purpose. “Women don’t want to take a class to learn how to use equipment, but would prefer having products laid out in a fashion that makes sense,” she adds.

Easy to set up. Fearing notes that all-in-one sound systems, like Cambridge SoundWorks high-performance radios, the SoundWorks Radio or Radio CD, are ideal for women because they are “plug and play” devices that require no set-up or installation by experts. “The SoundWorks Radio line appeals to many women because it sounds like a larger audio system, but is actually a tabletop radio with 3-speakers (including a built-in subwoofer) that creates room-filling sound.” Compact, stylish and packed with features, the SoundWorks Radios have a large RDS-capable display that shows station information, such as the song being played. It features an FM and AM tuner, two alarms, and a remote. The Radio CD plays standard CDs as well as MP3 files on CD-ROM.

Easy on the eyes. Women are very concerned with aesthetics when it comes to buying home audio or video, which for the most part fits the traditional stereotype. “Women want components that look nice and are reasonable in size,” says Fearing. “We especially don't want wires running all over the room and up the walls.” Products like in-wall or in-ceiling speakers are a great alternative to larger bookshelf or tower speakers because they can be tucked into walls. When purchasing any electronic item for the home, Fearing suggests factoring in how the product will blend into the décor of a room.

Good sound. Fearing stresses that although a product’s appearance is essential, women still do not want to sacrifice the quality of the sound or picture. “Although women don’t seek products that shake the walls or belt out ‘thunderous bass’, they also don’t want to sacrifice sound or video quality over form and function.” Fearing suggests that when purchasing any home theater system, relegate at least 50 percent of the overall budget to speakers. “Sound really does matter when you’re watching a great movie,” she adds.

For additional advice on audio/video products, visit www.cambridgesoundworks.com or call (800) FOR-HIFI to speak with an expert.

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