Women are put off spending money in electronics shops because of the way they are treated, a survey suggests.
Women told the survey that they found gadget shops intimidating
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.