Women don't like pink gadgets

Contrary to popular myth, female consumers are interested in technology, the study found - but they do not feel confident asking questions in stores.

In the poll by Saatchi and Saatchi, a third of women internet users said they would spend more on gadgets if retailers learned how to approach them.

One respondent said electrics shops reeked of a "strong scent of men".

However, only 9% of those questioned felt it was important that gadgets looked feminine.

In addition, many said that they felt patronised by pink digital radios and diamante-encrusted mobile phones.