Study: Men are social shoppers – Women the „Likers“?!
The study we are talking about was conducted by Performics and analyzed the feedback of 1.000 social network users that use the Social Web „at least occasionally in the purchase process“. The results state that men are more likely to use social shopping and research sites before making a purchase.
According to the study men frequently research product information, compare products, read reviews, research availability and get store information via social networks, shopping and deal sites. Women 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. But given recent reports of ‚digital dads‘ and increases in shared shopping activities across genders, this new data is intriguing.“ Dana Todd, SVP, Marketing and Business Development, Performics
Some more key findings from the Performics‘ 2011 Social Shopping study…
– 63% of men use shopping sites vs. 52% of women.
– 62% of men compare products on shopping sites vs. 50% of women;
– 57% of men research products on deal sites vs. 40% of women.
– 54% of men use social networks to research products vs. 43% 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%.
Although men are heavy social shoppers, women are bigger „Likers“ and use Social Media and Mobile platforms and technologies differently. After visiting a page, women are more likely to press the admiration button (78% vs. 72%). Another research by Shoppercentric shows that online retail sites better support male’s needs. They also found that men tend to spend more money online than women (£391 vs. £131) – but only if they have a need to buy something. Some Jacobs Media study also reveals men are the new decision makers in the categories of car maintenance (82%), clothing (80%), sporting events (67%), electronics/media and DIY (64%) and investments (63%).