On February 20, I posted a statistic from a report issued by the Consumer Electronics Association (Who Says Women Aren’t Plugged In?), stating that women were responsible for $55 of the $96 billion spent last year on consumer electronics. Delving deeper into this report, here are some more flag-waving statistics:

–Nearly three-quarters of women surveyed by the industry group complained about being ignored, patronized or offended by sales people when shopping for electronics

– Forty percent of the women said they were treated better when accompanied by a man.

– More than half said advertisements for electronics were confusing — though half the men surveyed felt the same way.

– A meager 1 percent of women surveyed thought manufacturers had them in mind when creating products, according to the report, released at the Consumer Electronics Show last January.

Some companies are finally hearing the wake-up call, including Radio Shack (whose female customer base doubled in 7 years and is actively recruiting female managers) and Sharp, with its wildly successful design of the AQUOS flat-panel television (of which there are two in my household).

Individual electronics stores are experimenting as well. Tri-City Electronics Inc., a high-end audio-video store in Conover, North Carolina, installed a children’s area and created an atmosphere with a homier layout. They even offer tours of the store owner’s home to display the products in a real-life setting. (source: CNN)

Is there anyone in the consumer electronics arena willing to step into the ring, just as Lowe’s and Home Depot have done in the home improvement category? Women account for more than 75% of all consumer electronics purchases, but are being ignored, talked down to, or intimidated by salespeople and managers.

Note to consumer electronics executives…. have you looked at your numbers lately, beyond the bottom line? Are you creating a memorable experience for your most profitable customer, not to mention building a relationship with her?