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BizReport : Ecommerce : October 31, 2011


The surprising social shopping habits of men

In recent months the shopping habits of men compared to women have come under close scrutiny. The latest report to emerge reveals some surprising facts that contradict traditional beliefs about their shopping behavior.

by Helen Leggatt

A study conducted by ROI Research for performance marketing firm Performics has found that men are more likely to use social shopping and research sites before making a purchase.

The study of 1,000 active social network users who have used social networks "at least occasionally in the purchase process" found men more frequently research product information, compare products, read reviews, research availability and get store information via social networks, shopping and deal sites.

Women, on the other hand, are far more likely to search for deals, coupons and special promotions on social sites.

"Women are reported to control about 80% of household spending, so it may be surprising for some to see men play a more dominant role in the social shopping and research process," said Dana Todd, SVP, marketing and business development for Performics. "But given recent reports of 'digital dads' and increases in shared shopping activities across genders, this new data is intriguing."

Key findings from the Performics' 2011 Social Shopping study include:

- Over half (57%) of men research products on deal sites compared to just 40% of women;
- 63% of men use shopping sites vs. 52% of women;
- 54% of men use social networks to research products vs. 43% of women;
- 62% of men compare products on shopping sites vs. 50% of women;
- 56% of men compare products on deal sites vs. 41% of women;
- Men are more likely to use their mobile device in-store to compare prices - 62% vs. 50%.
- Men are more likely to visit a company or brand's social network page - 71% vs. 64%. - however women are more likely to "Like" that page after visiting (78% vs. 72%)

Recent research from Shoppercentric suggests that online retail better fits a male's needs when they feel the need for some retail therapy while research by Jacobs Media reveals men are emerging as a valuable component in the marketing mix.






Tags: gender targeting, online behavior, online shopping, Performics, social shopping








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  • Helen, the results of this study indeed are intriguing (let’s face it, men aren’t often making headlines for their shopping habits!), yet somehow they don’t surprise me. True today’s digital dads are open, in general, to using different tools to help them share more of the brunt of family shopping activities – however, the real advantage to social shopping lies in the power of their network to “cut to the chase,” if you will. Thanks to these connections, they not only have a virtually-instantaneous feedback mechanism at their fingertips, but they also are able to access more relevant information and products faster than ever before. It’s no wonder that they’re recognizing the power of social shopping, and I expect that these numbers will only rise as more men realize the true benefits to leveraging the collective intelligence of their community.

    -Nathalie Gaveau, Founder & CEO of Shopcade.com

  • I know that I always research my purchases online and only buy it in a store if I have to have it immediately.





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