Gadget problems divide the sexes
Men and women have different approaches to dealing with technology problems, according to a gadget helpline.
The service found that 64% of its male callers and 24% of its female callers had not read the instruction manual before ringing up.
12% of male and 7% of female customers simply needed to plug in or turn on their appliance.
The company, Gadget Helpline, surveyed 75,000 calls received between 25 September and 23 October 2009.
The helpline has 120,000 subscribers in the UK, most of whom are over the age of 35. The average age of helpline staff is 21.
Women spent 32% longer on the phone to their helpers than men - but 66% of the helpline staff preferred speaking to them, the survey found.
"There is evidence of a gender divide in technology, although a lot of it comes down to interpretation," Joanna Bawa, chartered psychologist and editor of the Usability News website, told the BBC.
In general terms men treat technology as something to be understood and conquered while women are more motivated by appliances that benefit them, she added.
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