Women 'put off' by gadget shops

Women told the survey that they found gadget shops intimidating

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

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.