August 7, 2014
Men shop online as much as women do, but are more likely to make a purchase through their mobile devices than women are, says a recent report from BI Intelligence, a research service from the publication Business Insider.
As The Washington Post reports, women are top targets for marketers, but men drive nearly as much e-commerce spending in the United States. Women control about 80 percent of household spending but account for a much lower proportion of online spending.
In a study from SeeWhy, a company that helps ecommerce merchants track the behavior of visitors to their sites, 22 percent of men bought something on their smartphones, compared to18 percent of women. Twenty percent of men made purchases on tablets, versus 17 percent of women.
Women were more likely to browse before buying via their tablets (62.5 percent), compared to 24.7 percent of males, says the SeeWhy report, which also indicates that female respondents looked for sales and promotions 43 percent more often than male respondents did.
When shopping from mobile devices men are less tolerant of negative experiences, far more likely to abandon a purchase out of frustration over slow Internet connections, small screens and navigation hassles. Women are more likely to drop a purchase because of indecision, the study wrote. — Greg Beaubien