Does Gender Affect Online Shopping Patterns?

In Customer Engagement, Featured on App, Marketing and Sales, Multichannel, The Mobile Customer by Julia Eisler

Does Gender Effect Online Shopping Patterns?

Everyone knows that there are stereotypes attached to each gender when it comes to shopping habits in a brick-and-mortar store. Men are expected to enter a store with what they want to purchase already in mind. Men are thought to have one goal when it comes to shopping: get in and out of a store as quickly as possible. Women on the other hand are expected to see shopping as more of an experience. Females are thought to see shopping as a social activity, and spend a lot more time browsing and bargain-hunting, taking their time in a store.

Do these shopping patterns vary when looking at the e-commerce sphere?

According to data collected by Shopzilla males and females shop online pretty similarly. The majority of both genders (over 80 percent) use a desktop for making e-commerce purchases. Additionally, the next most common way of shopping online for each gender is by way of an iPad or Android tablet.

The data also exposed that showrooming/reverse-showrooming may not be as big of a deal as the media is leading retailers to believe. While definitely an issue, over 75 percent of respondents from each gender explained that they made their last online purchase without even looking to the brick-and-mortar store. When it does come into play 12 percent of men admit to participating in showrooming vs. only 9 percent of women, which is surprising considering women seem to be more interested in bargain-hunting, compared to their male counterparts who seek to make their purchase as quickly as possible.

So what's the best way to target male and female shoppers?

Female: Women are more likely to respond to email marketing than their male counterparts, so reach them this way. Just keep in mind when they'll be checking their emails – such as during the afternoon lull at about 3pm, or around dinnertime when their computer use is more leisurely. Include coupons or discount codes to fulfill their desire to find the best bargain.

Male: Men are less likely to look around for bargains and sales, and are more likely to purchase they just stumble upon well surfing the web, so invest in paid advertising so that your product appears when they are searching for something similar. Additionally, search engine optimization is an important way to make sure that the right consumers are seeing your products.

Can you think of any other differences between male and female online shoppers? How does this effect spending patterns?

To see all of the data collected by Shopzilla click here!

<Image: eszter – Flickr>

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