In this case, x is web sites.
According to a study done in England and repeated in France and Poland to minimize Anglic bias, the differences were clear:
“Women seemed to like pages with more color in the background and typeface. Women also favored informal rather than posed pictures.
Men responded better to dark colors and straight, horizontal lines across a page. They also were more pleased by a three-dimensional look and images of “self-propelling” rather than stationary objects.”