Why do Women spend more time buying mobile phones?

Yesterday's Economic Times carried figures for consumers in SEC A, 25-40 age group, by In-Store Consulting on 'Minutes spent per visit at stores in metros'. The piece titled 'Gender Bender' goes like this: " Women no longer dominate just grocery and apparel shopping. Recent shopping data in metros reveal that women spend more time at stores selling mobiles and other telecommunications accessories compared to men. And even for erstwhile male dominated categories books and time wear they are coming pretty close to men on time spent per visit to such stores." The piece goes on to list that men spent an average of 19, 11 and 24 minutes each on books & gifts, telecom and time wear respectively, while for women it is 16, 13 and 19 minutes respectively.

The piece looks real shoddy and crudely feminist. Wonder why a retailer would want customers to spend more time in his facilities; The lesser time that it takes to close the sale, the better. The fact that women spend lesser time on books & gifts and time wear is maybe because of the confidence they have in choosing from the said category of goods. Men not being frequent at purchasing books and gifts, fare lower in terms of experience and product knowhow, and therefore need to spend more time, weighing options. When it comes to mobile phones and accessories, men spend lesser time considering their comfort levels when it comes to electronics and gizmos. Women comparatively less comfortable with gizmos and therefore, spend more time understanding the product before buying them.