'Cybermoms' are emerging as a powerful consumer group. (Associated Press)

"Cybermoms" have emerged as a powerful consumer group and are getting special attention at a summit being held at the Consumer Electronics Show in Las Vegas.

The so-called mommy market is worth an estimated $90 billion US a year, said Robin Raskin, co-founder of Living in Digital Times, which organized the Mommy Tech summit.

In Canada, mothers are estimated to control the bulk of annual household spending.

"These moms are powerful — both as consumers and as advocates," suggests an autumn 2009 report entitled Canadian Digital Mom. It was commissioned by Mom Central Canada, a Toronto-based consulting company.

"Not only do moms control more spending than any other demographic group in Canada, they are increasingly engaged in the ongoing dialogue with and about brands. A recommendation from a fellow mom is far more influential than any television ad or brand-sponsored website," the report says.

The Mommy Tech summit, which runs Jan. 7-10, includes sessions such as Mommy Power 101 and The 21st Century Mom.

An exhibit and conference will showcase the newest products and ideas for the burgeoning mommy market, as well as the latest in baby monitors, warmable baby wipes, room monitors, and GPS devices to find straying children.

When corporations first went after moms and female consumers in markets once dominated by male buyers, the marketing approach was often patronizing and didn't work well, Raskin said.

"For a while it was 'build a pink product and women will like it' strategy and that did not resonate with women well — style and fashion and branding are resonating much better," she said.

"You used to have the tech guys from all these companies talking to you about speeds and RAM but now you also have them talking you about the embossed finish and how the cases won't break, it's really changed," she said.

"All these computers are kind of the same, they all work pretty well, but now what's going to differentiate them is how they market and respond to people's needs. And women's needs are huge."

With files from The Canadian Press