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BizReport : Ecommerce archives : April 17, 2013

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.

by Helen Leggatt

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

Tags: gender research, m-commerce, mobile shopping, mobile trends, retail, smartphone, survey, tablet

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