Women Want Electronics Too

The conventional wisdom is that men absolutely, positively and unequivocally hate to shop. And when men do shop, these sojourns are short and surgical. See the shirt. Buy the shirt. Leave.

When it comes to consumer electronics, however, things are different. Men suddenly want to browse and take their time comparing products. Women, on the other hand, enter a testosterone-fueled jungle of gadgetry. Suddenly, she’s the one who wants to get in and out quickly. "It’s totally a role reversal thing," says James Chung, president of Reach Advisors, a Boston-based strategy and research firm. "For men, consumer electronics is one of the few shopping categories that’s entertainment. For women, it’s a lot less fun."

Women Want Electronics Too
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