Gamasutra has an interesting interview with Kristin McDonnell, CEO of LimeLife Inc. The company specifically targets female mobile gamers, and she talks about what steps they're taking to make sure they reach out to a challenging sector of the market. From the article: "But if you look at the female gameplay preferences, they are very consistent across ages. So, women who play games, if they're kids or even in their 40s, they like to have short play sessions, especially in mobile. They like frequent rewards, they like learning modes, they like to be able to interact socially, they like to be able to customize the experience. And so those types of gameplay benchmarks are really consistent across the ages, and it's really kind of the game mechanic that you might put on top of it."
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