Based on some research from the guys at Nielsen, Pew Research and ExactTarget, the two companies Financesonline.com and Ruby Media Corporation published some interesting facts and figures that are highlighting the different usage of social media and mobile by men and women.
According to the infographic, in general women are more likely to do networking and use social media for relationship, sharing, entertainment and self-help. Men are more fact-driven and look after deals and information, and on the mobile site are more open to scan coupons and QR codes. Men are using social media predominantly for business (27%) and just (13%) for dating. Whereas women are much lower engaged in these two topics with business coming in at 22% and dating only at 7%.
The infographic makes clear that on Facebook, photos and videos (54%) and entertainment or funny posts (43%) are of interest for women, while only 39% and (35%) of men are viewing them. Women are more active in sharing on facebook as well: 50% share with multiple people (men only 42%).
Obviously, there is a difference when targeting men and women. Their purchase behaviour differs in many ways. Who is searching more for coupons, bargains or the latest gadets? According to a report by Microsoft, marketers should have an eye on the right mix between banner advertising, search engine optimization (SEO) or pay-per-click (PPC) tactics in order to address and find men at the right time with the right content in the right context.
Many men, especially young dads (between 25 to 40 years), are influenced by the impact of social networks, according to the report by Performics which we reported quite a while ago. Interestingly enough, 58% of them use four or more sources for their purchase decision. Utilizing social media with story-telling about products and services will make the appropriate impact on men, will give them insights on how companies and brands against their competitors.
Check the infographic published by Brian Honigman and have the 10 stats in mind for the next marketing campaign or tactics when addressing the male audience when your business wants to influence the purchase behavior of men.
PS: If you are interested to see the difference to women, you might have a look at the latest Blogher study here…
Some results from a Coupons.com research conducted by GfK Knowledge Networks offers some insights. The results show that digital coupon users shop more frequently and spent more money than the average shopper. The digital coupon users spent 23% more per grocery shopping trip than the average shopper ($55.05 vs. $44.87) which is almost $1.500 more annually. These findings were based on a representative study that monitored over 150 coupon campaigns representing a cross-section of CPG categories.
The findings state that Coupons.com shoppers made 21% more trips than average shoppers with 69 trips per year (vs. 57) and 1.3 trips per week (vs 1.1). Another on-site survey by Coupons.com with almost 4,000 users in January 2012 shows that 43% replied they would visit the grocery store either the same day as offline coupons or storing for the next day (25%) or in 2 days (19%), and keeping them to a loyalty card (18%).
Interestingly enough, the study made clear that Coupons.com shoppers made 48% more stock up trips (trips above $75) in a 52 weeks period than the shopper average (18.6 to 12.6). The heavy Coupons.com shoppers even more than doubled the amount of trips (27.2 to 12.6). On their stock up trips, Coupons.com shoppers handed in an average of 3.6 coupons per trip (vs. 1.4 for other shoppers).
However, these findings are essential from an upscale position, they need to be obeyed from a brand management perspective in order not to affect the brand positioning and pricing structure of a company. Another study on clothes by CouponCabin conducted by Harris Interactive shows that US adults say that they only buy clothing on sale (41%), look for a deal or coupon first that will decide on the purchase decision (10%), and find the item they want to purchase and then look for a deal or coupon before making a purchase (7%). So, coupons have a massive effect on our purchase decisions. And just imagine the opportunities companies have when using those coupons detecting tablet users…
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%).
The Nielsen/McKinsey’s NM Incite global online consumers’ research states that the main reason for following or liking a brand or company on social networks is to receive discounts and special offers.
„While some may argue that consumers’ interest in discounts has faded, Nielsen data shows the desire for deals is still strong worldwide,” concluded NM Incite.
The results correspond with the study by ExactTarget and CoTweet from last year. The former study made clear that 40% of brand fans like a page predominantly for their doscounts and promotions.
The new NM Incite finds even higher figures. Almost 60% of US social media users visit social networks to receive coupons or promotions. And even more, 23% do this on a weekly basis. 45% of North American consumers had the strongest interest in using social media for deals, followed by consumers in Asia-Pacific (34%) and Latin America (33%).
Social deals hunters „Like“ at home and at workplace
For most people it does not matter whether they are at home or at their workplace when using the benefits of the Social Web. A sample of ten major markets shows that nearly 40% of active Web users check coupons and rewards sites such as Groupon, Coupons.com and Living Social from home and work computers in September. However, there are respondents -under the age of 20 and 55- to-59-year-olds- who were less likely to follow brands for discounts. Here friends’ recommendations are the drivers for social engagement.
„Social deal hunters“ are obviously also visitors of social networks and blogs. NM Incite found a strong overlap. In their test phase in September, 43% of visitors to social networks and blogs also visited a coupons or rewards site. And, 44% of Facebook’s audience and 63% of Twitter’s audience visited these deal sites. The study concludes that Facebook becomes a key source of traffic to Groupon and Living Social. Groupon’s and Living Social’s visitors came directly from Facebook. This also shows the link between deals and social networking sites, and how companies can motivate consumers to deals.