Belinda Lanks at Bloomberg Businessweek

Women are the early adopters of all kinds of technology. We talk on our phones and send more text messages than men, spend more time using location-based services, and own the vast majority of Internet-connected devices, including e-readers and health gadgets.

...

Yet the tech industry continues to insist that a device must be disguised as something precious and Luddite for women to adopt it en masse. Over the past year, many tech companies have made overtures to women by teaming up with fashion designers to produce stylish activity trackers

Seriously, just make devices that have a tangible benefit, and people of all walks of life will buy it.