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Women Are Major Electronics Consumers
Women are taking a greater interest in, and have a more
sophisticated understanding of electronics than ever before.
Women actually spent more on technology last year than men,
according to the Consumer Electronics Association. It says women
accounted for $55 billion of the $96 billion spent on electronics
gear (statistic from a January 6 CEA press release).
Women are increasingly interested in gadgets, from DVD players to
digital cameras, for themselves or
birthday gifts for their families.
Almost a third of women consider themselves early adopters willing
to buy cutting-edge consumer technology.
CEA reported that women in the United States are becoming more
likely to use consumer electronics. CEA's study provides detailed
information about the attitudes, purchase considerations, decision
influences, purchase channels, current product ownership, and
future purchase intent. Here are some of the findings:
. Women are involved in 89 percent of all consumer electronics
purchase decisions.
. 84% of women believe that new technologies can improve their
lives.
. 48% of women age 18-34 own a digital camera.
The CEA survey noted that women have very positive reactions to
specific technology areas, like HDTV, cell phones, and digital
photography.
Women have more buying power and they increasingly use technology
to manage their busy schedules. Women's comfort level with
technology is at an all-time high.
Women want products that make it easy to connect and make it easy
to operate; limited wiring or no wires at all; slim, well-designed
products; making electronics available in different colors is not
very important; low on setup and high on usability.
Usability often
is an important factor to women when they buy technology;
At CES, organizers hung big pink banners saying "Technology is a
Girl's Best Friend," even though the group's own research found a
third of women surveyed don't like products with girlie
colors.
Nearly three-quarters of women surveyed complained about being
ignored or patronized by sales people when shopping for
electronics.
A growing number of companies are starting to target their wares
toward female buyers.
Sony is outfitting its electronics with features that many women
seek and is designing Sony Style retail stores to appeal to women's
preferences by creating an environment where women feel
comfortable.
Many of Sony's efforts are focused on functionality.
Women are becoming informed and involved in technology areas where
they once had little or no presence.
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