28 per cent of women feel technology companies don't address their wants

Speaking at the Heroes of the Mobile Screen event today, Ladygeek's Belinda Parmar has been talking about the company's findings on the tech-savvy female user, and a significant percentage aren't happy with the way they're marketed to.

Mobile-Ent.biz was on hand at Parmar's presentation as she chastised companies for the way they position their products in an attempt to sell to women.

"They think they have to dumb it down," Parmar says. "I have never seen one of the Sugababes with a laptop. I don't think any of them knew what Bing was before they were handed lots of money by Microsoft. What women want is brands to commit to them - they want to feel that they're a core part of the strategy."

Less than 9 per cent of women are enticed by pink gadgets and female-specific versions of technology and software, Ladygeek's research shows, and attempts by companies to make their products into fashion trends essentially devalues the technology.

"Realise that women are the biggest driver of growth," she concludes. "Bring a real understanding of women into the beginning of the process, not the end. Not when we get to the advertising, when it's too late."