News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Mobile blurs shopping gender stereotypes
Mobile is changing the way consumers shop and, according to new global research released by Kantar Media, the technology is blurring gender shopping stereotypes.
According to Kantar Media's Global TGI (target group index), men are more likely to shop via a mobile device than women, both in developed and emerging markets.
Anyone who has had to suffer dragging a guy around the mall may appreciate that mobile is probably the ideal shopping environment for store-phobic men - no queues, no crowds, no parking issues, no cheerful yet annoying store staff, no waiting outside female changing rooms looking 'lost'.
The survey found that 15.9% of male respondents in the US said they were interested in using their phone to make purchases, compared to 13.3% of women. Across the pond in the US, those figures were 12% and 10.3% respectively.
In countries around the globe results were similar including Australia (men 9.5%; women 9.2%), Germany (men 5%; women 1.9%), South Africa (men 4.7%; women 2.5%), Saudi Arabia (men 3.3%; women 2.5%), Colombia (men 2.5%; women 1.3%), Brazil (men 2.3%; women 1.7%), France (men 2.2%; women 1.7%) and Mexico (men 0.9%; women 0.6%).
Another interesting finding was the propensity of mobile shoppers to make impulse purchases compared with shoppers overall. In France, 13% of mobile shoppers said they spend money impulsively, compared to 6% of the general population, and in Brazil 36% of mobile shoppers buy products on impulse compared with 29% of shoppers in general.
"Retail is being revolutionized by the smartphone, and the resulting shopping apps and mobile websites," says Polly Christie, senior global account manager at Kantar Media Global TGI. "It is now quick and easy to shop and compare products and prices anywhere, whether out shopping or from the comfort of the sofa. Consumers are firmly in the driving seat and retailers need to use renewed insight and analysis to ensure their offering is truly customer-focused."
Image via Shutterstock
- Brands: How Chat-As-A-Service can work for you
- Survey: Computers are the connection of choice for sports fans
- Expert: The link between returns and cart abandons
- Mobile Roundup: App releases focus on connection, analysis
- Amazon's latest delivery location - the trunk of your car
- How mobile will change in 2015
- Ad Roundup: Partnerships to deepen brands' reach
- Survey IDs SEO platforms most brand friendly
Featured White Papers
- Design Matters: How To Create The Optimal Mobile Shopping Experience
Over two-thirds of US consumers under 50 say they would be happy if shopping evolved into a mobile-only experience, recent...
- Tasty Tips From Marketing's Master Chefs
The art and science of effective marketing and demand generation is like a great recipe- Marketing master chefs turn traditional...