The electrical company Memorex is to launch a new range of products aimed at what it claims are the most neglected customers for new technology – women.

According to a survey carried out on behalf of the company, 70 per cent of women feel ignored by the booming consumer electronics market.

The survey claimed although 40 per cent of women are the buyers of electrical goods, they still feel as though in-store and online marketing is targeted at the male consumer.

Memorex, which sells an array of electrical goods, has now introduced a new line of audio products designed by women, for women. The latest fashions and trends have been incorporated to produce “stylish designs,” suitable for indoor and outdoor use.

Kasia van Hall, of Memorex, said: “Women use technology to make their lives easier. Our research showed us that [they] embrace technology if it fits their life.” 1,500 candidates aged between 25 and 35 took part in the survey, with the target group being the modern mum with young children.

“Women want to know about technology, but only just enough to get a taste of it,” said Ms van Hall, “of course not all women feel alienated in the electronics market. However, the majority, even if they are up to date with technology, simple don’t have time or energy to read long instructions and play with cables.”

So, do young women really feel alienated by technology? We asked several women who use technology on a daily basis.

Catherine Townsend, an administration assistant at the London post-production company Blue, thinks it is a commendable effort on Memorex’s behalf. Though she warned some women may be left feeling insulted by the suggestion “they need a different range of products to men”.

Maggie Dziong, an intern at Google, also believes that the range could work, “I think women in general are not very interested in technology to be honest but as they still need phones/computers/mobiles they still have to buy them, so any way to make it easier for them is welcome.”

The products can be viewed on Memorex’s European site, though as of yet they are not available in the UK. Two products are set to launch in the next two weeks, the Memorex SingStand, an iPod karaoke machine with an audio voice control feature and the Memorex MiniMove, a portable handbag shaped iPod speaker.

Ms van Hall stated that the company has received “very positive responses from women as well as their families,” in the three countries where the products have been launched. She said: “they love the design, the ease of use and being up to date.”

However, Zara Rabinowicz from Stuff magazine, thinks the campaign may be a little short lived, “it’s condescending to suggest that only a woman designer could slap a coat of pink paint on the item and give it rounded contours.

If Memorex wants to buy more tech it needs to target with more female friendly campaigns and steer clear of pushing the concept that a speaker could mimic a handbag in design.”

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