Attention, electronics retailers, and manufacturers: The color pink is not the way to a woman's wallet.

According to research by the Consumer Electronics Association and Oxygen Media, women's interest in buying electronics and tech gadgets is increasing. And it's not just because they can get these items in pretty colors.

While there's nothing wrong with having myriad choices of gadget color, experts say what women want from their technology purchase goes beyond looks.

"Women want things to suit their needs, whether it's electronics, a car, a kitchen appliance or piece of clothing," says Laura Heller, a Chicago-based consultant on consumer electronics and editor of Entertainment Living. "We want them to work for us." She adds that marketing to this demographic "has always been a challenge for an industry that's born of technology."

Of Note - Although not related to color, there was one stat that surprised me and a change in attitude among women. According to Oxygen's study,

I may be an early adopter of technology, but given a choice,  I'd take the diamonds every time!

Feature Image Credit: iStockphoto