Gadget Gods get Knickers in a Twist 100 Years on - Men and Washing Machine can Work in Harmony Says Currys

LONDON, September 15, 2010 - After undertaking consumer research amongst 3,000 respondents to
commemorate the 100th anniversary of the washing machine, Currys is now in
talks to develop the first ever washing machine designed exclusively for men.
The research found that while many domestic tasks are equally split between
men and women, when it comes to the washing machine -originally hailed as the
device that would give women domestic freedom - nearly 90 per cent of all the
women surveyed are still taking responsibility for washing clothes.

Men, despite often considering themselves 'Gadget Gods' when it comes to
other forms of technology, claim that the washing machine is simply too
complicated for them to master. One in five (20 per cent) of the men
questioned, said that washing machines are simply too complicated, and 80 per
cent admitted that if the technology were simpler they would happily wash
their own clothes.

When asked what kind of features a simpler washing machine would require,
80 per cent of the men questioned said clearer instructions and symbols such
as 'underwear' or 'remove stains' rather than the traditional temperature &
spin cycle settings would be the most useful. Lara Brittain Category Manager
at Currys comments;"

In response to the research findings, we are considering whether it will
be possible to create a 'man-friendly' machine, which will include options
like 'wash to remove curry stains' or 'lipstick on the collar' - to try and
simplify the process, as we think there could be a big market for this and
take the pressure off women after all these years."

The retailer also believes that a washing machine designed specially for
men would also put an end to the 'reversible pants' strategy used by half of
males (49 per cent of men questioned admitted to having turned their pants
inside out rather than wash them!). The research also revealed that women are
afraid of letting their partners use the washing machine, mostly because they
think they will get it wrong. When questioned only one woman in ten (11 per
cent) trusts their bloke to wash their clothes. It would appear that women
are right to be concerned; nearly half of all the men surveyed stated they
are worried about ruining clothes when washing them because they don't
understand what the different programmes mean, and 68 per cent of those
questioned admitted to shrinking or dyeing their clothes.

Currys is the UK's biggest electrical retailer with a network of over 500
stores nation-wide, including out of town stores, high street Currys.digital
stores and a Currys Megastore in the Midlands. There is a range of audio
equipment including a pure dab radio (
www.dixons.co.uk/gbuk/audio/radios-171-c.html), and refrigeration
including a Samsung fridge freezer (
www.currys.co.uk/gbuk/fridge-freezers/333_3125_30212_xx_xx/xx-criteria.html)
on sale at Currys and at PC World you can also buy the iPad
(www.pcworld.co.uk/gbuk/index.html).

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    For further information please contact Ruth McCarry or Andrea San Pedro
    at M&C Saatchi PR

    Ruth McCarry, ruth.mccarry@mcsaatchi.com, +44(0)207-543-4528
    Andrea San Pedro, andrea.sanpedro@mcsaatchi.com, +44(0)207-544-3686

For further information please contact Ruth McCarry or Andrea San Pedro at M&C Saatchi PR: Ruth McCarry - ruth.mccarry at mcsaatchi.com / +44(0)207-543-4528; Andrea San Pedro - andrea.sanpedro at mcsaatchi.com / +44(0)207-544-3686