How Do Women See Site Usability

I have recently attended a Digital Marketing conference. During one of the debates, someone raised the question about women's online preferences. The basic idea they've drawn, is that unlike men, women aren't that keen on simple sites. They like to discover them, they like them to be beautifully designed and get them to look into them for a while before figuring everything out.

I was a bit dazzled by these affirmations, to be honest. Maybe is the way I am, or my line of business that requires a lot or searching, a lot of contacts to be found and a lot of reading. But I like things clear and simple. I do love exquisite designs, but if this means I don't find what I need fast enough, it becomes a big no-no.

Yes, I love sites that keep me coming back. Rich and meaningful content, frequent updates, great product description and ease of online purchasing, this is what I look online. But if a site tricky and while searching for an item I forget where I started, it gets really annoying.

How about you, girls, what do you think site usability is all about? How important is it to all of you? Is complicated, twisted and challenging something you find appealing in a website? And if there are women who do, why is that? And do you look for it in all circumstances or do you act differently when you're working or in a hurry to find something?