"We spoke to 6,000 people and found that young males are embracing new technologies much faster than women and the over-45s," he told Click Online.

"The reason for this, we believe, is that manufacturers are focusing too heavily on the features within their products rather than the benefits and the ways they can change people’s lives.

"For instance, in terms of the impact, this means there are 30% more men using broadband today as women, and there are twice as many under-45s using broadband today as over-45s."

When you build new products – focus on what value it gives the consumer – not what it can do..