A new study says that men who struggle with new complicated Christmas gadgets feel twice more reluctant than women when it comes to asking for help to understand the basic operating instructions of the device.
They will either fume, swear, sulk or they will blame their new smartphone, iPad, games console or sat nav and say it does not work.
Women, on the other hand, are much happier to accept help, and are much more grateful for it, according to a study of more than 1,000 adults for Geek Squad, which has launched a 24-hour Christmas helpline.
For almost a third of men, asking for assistance is the last resort if they fail to figure out the functioning of their new gadget.
On the contrary, there are only 16 per cent of women who said that they would refuse help.
The survey also revealed that more than a quarter of people (26 per cent) ruin their Christmas day by frustrations of struggling with complicated instruction manuals.
And one in five lose their temper because they do not have batteries to get gadgets up and running.
Mothers struggle more than anyone in the family with getting to grips with new gadgets, with a quarter admitting that the new technology baffles them.
But they are also the most likely to ask for help. Half of them admitted that they are prepared to turn to a family member for aid - unlike their male counterparts who are too embarrassed to ask for help.
"Women are happy to admit they don't know where they are, but men are all sheepish," the Daily Mail quoted Geek Squad agent Sam Lawton as saying.
"Men have a sense of pride and don't want to admit they can't work things out. In my experience they're much more likely than women to say that the product doesn't work.
"They'll go into a shop and say they want to return a product, and the truth is that they simply haven't understood how it works. They get a lot more frustrated than women," Lawton added.