We know, for example, that in discussion groups in which a large number of women actively participate there are fewer aggressive arguments. Well, there are several factors that other speakers have mentioned. I think two important factors are the design and the marketing of Internet applications. In my research into the behavior of different demographic groups online I found that the difference between the behavior of men and women online is part of a wider phenomenon, which is the difference between geeks and non-geeks. Most Internet applications are still designed and produced by geeks.
Geeks have a creative, playful, and enjoyable relationship with technology.
They like nothing better than to play around with it. So they design applications with leading-edge technology, and flashy graphics, and lots of different options. But if you ask most women, this is not what they want at all. Most women want a clear, straightforward, rapid way to get to the information or person that they're looking for. Without the technology getting in the way.